FENDER'S FIRST EVER RETAIL STORE ‘FENDER FLAGSHIP TOKYO’ OPENS ON JUNE 30
FENDER FLAGSHIP TOKYO, the first-ever flagship store in Fender's 77-year history opened in the Harajuku/Omotesando area of Tokyo on June 30, 2023 (fri).
Located in THE ICE CUBES, an iconic building in fashion-hub Omotesando-Harajuku, Fender Flagship Tokyo will encompass 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 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.
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. Fender 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, Fender 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.
Message from Edward "Bud" Cole - President, Asia Pacific Region, Fender Music Corporation Japan
"We are excited to share the details of our first flagship store, which opened on June 30, as well as new information about the services our customers can expect. We are committed to designing and building a store that addresses every aspect of our customers' "musical journey" to provide a complete 360-degree brand experience for all of our customers. We would like to thank all of our partners for their unwavering support in helping us realize this vision."
FENDER FLAGSHIP TOKYO
<Basement Floor>
The basement floor will feature beginner-friendly acoustic guitars, an event space that offers a variety of immersive events for players and music lovers and Fender’s first coffee shop, FENDER CAFE powered by VERVE COFFEE ROASTERS. An original coffee shop under the supervision of popular Californian lifestyle coffee brand, VERVE COFFEE ROASTERS, the café will offer a variety of original coffee and tea recipes and snacks.
<1st Floor>
The first floor of Fender Flagship Tokyo will feature newly released and featured products including electric and acoustic guitars, basses, artist signature models, and accessories. Visitors will discover all-new, original merchandise exclusive to Fender Flagship Tokyo, which includes clothing, hats, home and office items, stationary, and other lifestyle goods. In addition, the first floor will also house a new apparel brand, “F IS FOR FENDER” – a purely apparel collection for all men and women inspired by the history of guitar in music culture with an urban, modern spin. The goal was to design pieces that were mostly unisex and for lovers of music across generations to be able to wear “what inspires them. Made with only the highest quality of fabrics, all products are sourced and made in Japan and will come in small lot productions. The debut Spring/Summer collection will consist of tops including T-shirts and shirts, to bottoms, outwear, accessories, and more. Each season, new styles will be designed and added to the collection.
<2nd Floor>
The second floor of the store will showcase high-quality guitars and basses, made in the USA and Japan, and amplifiers. This floor will also have a soundproof room where visitors can try out instruments on a wide range of amps.
<3rd Floor>
Fender's third floor will showcase the renowned Fender Custom Shop®, also known as the “Dream Factory.” The Fender Custom Shop is home to some of the world's most skilled and honored craftsmen, master builders who create legendary instruments and who constantly push the boundaries of what is possible. They have helped many celebrated artists including Mike McCready, Jeff Beck, H.E.R. and Jimmy Page, as well as countless collectors, professionals and guitar enthusiasts, make their dream guitars a reality. This floor will offer a selection of master-built and team-built guitars, as well as a special room for customers to place custom orders.
■ Opening Date: June 30th (fri), 2023
■ Facility Name: FENDER FLAGSHIP TOKYO
■ Location: Jingumae 1-8-10, Shibuya-ku, Tokyo, Japan zip 150-0001
■ Access
- 5min walk from JR Yamanote Line, Harajuku Station
- 2min walk from Tokyo Metro Chiyoda Line/Fukutoshin Line, Meiji Jingu Mae Station
- 8min walk from Tokyo Metro Chiyoda Line/Hanzomon Line/Ginza Line, Omotesando Station
■ Floors: 4 Floors, Basement Floor - 3rd Floor
■ Total Floor Space:: 1068.4m²
