As if creating nine shops for Theory (two in Paris, one in London, Beijing, Shanghai, Tokyo and Osaka and another in LA) wasn’t ambitious enough, Tokyo-and-Milan-based studio Nendo has reinvented the traditional shop floor at the new Melrose boutique. Rather than emphasising product displays, the designers have focused on flow and a sense of exploration. The functional, loft-style interiors were carefully considered to control the traffic direction around the store space. As a result, the sartorial message of creative director Olivier Theyskens is clearer than ever.