Mixdown attended the opening of the Fender Flagship Tokyo store late last year, and now having been open for a few months, we've had the chance to go back as a customer!
Located in THE ICE CUBES, an iconic building in fashion-hub Omotesando-Harajuku, Fender Flagship Tokyo encompasses four floors consisting of a basement level and three upper floors, constituting the retail experience. Fender commissioned Klein Dytham architecture (KDa) whose works include Daikanyama T-site/Tsutaya (2011), Ginza Place (2016), Open House (Bangkok, 2017) and Hoshino Resort Risonare, as lead on designing all components of the Flagship Tokyo.
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As a consumer the store is like a candy shop – filled with all the pieces you’d expect and know, as well as limited-edition Japan exclusives with special finishes, pickups and designs.
Fender Flagship Tokyo
Designed for all music lovers, ‘Fender Flagship Tokyo’ goes beyond the conventional music store, offering a one-of-a-kind music experience to all visitors. The store will carry the full range of Fender products, including Fender Custom Shop®, Made in the U.S. and Made in Japan models, acoustic guitars, ukuleles, amplifiers, pedals and more. The flagship store will also house an original coffee shop “FENDER CAFE powered by VERVE COFFEE ROASTERS” and an event space that can host various events such as broadcast shows, panel discussions, performances and workshops. In conjunction with the store opening, Fender will also launch a brand new Made-in-Japan fashion brand, “F IS FOR FENDER ” available for purchase in the Fender Tokyo Flagship store.
F is for Fender
F is for Fender is their fashion brand, offering stylish streetwear to match your new guitar. The range has rotated and been revised even since we visited last, the store displaying new streetwear and musical products side-by-side beautifully, as well as special editions of classic designs.
In its 77-year history, Fender has supported and evolved with each music generation, leading the world in the creation of new cultures deeply-rooted in music. In a monumental retail moment for the legacy brand, this summer, Fender opened its first-ever flagship store: Fender Flagship Tokyo.
This new music-culture epicenter is located in Harajuku, Tokyo, a trendsetting area brimming with endless energy. Flagship Tokyo is designed to provide a completely new shopping and music experience for all music lovers, from beginners to professionals. Envisioning beyond a conventional music store, Flagship Tokyo manifests a one-stop destination where anyone who loves music –be it players, listeners or fans – can stop by, enjoy and be immersed in music.
Keep reading about the Flagship Tokyo here.
