Klein Dytham Architecture Designs Fender's Tokyo Flagship Store
Kalin Ned — July 13, 2023 — Art & Design
Fender's Tokyo flagship store recently opened its doors to the public and the atmosphere is said to betray "a welcoming feel," catering to "people who might feel judged in other guitar stores." The design project was headed by Klein Dytham Architecture.
The store occupies the lower four floors of the Ice Cubes building in Harajuku. The space features slick wood benches and display units that mimic the curves and materials of a Fender guitar, creating synergy between the retail aesthetic and the product. Each floor of Fender's Tokyo flagship store offers distinct experiences to customers. While the first floor boasts a browsing area, the second serves as an exhibition space and houses sound-proofed rooms for customers to test instruments. The third floor, on the other hand, includes the Master Builders Gallery, VIP rooms, and a custom shop, while the basement features an event space, cafe, and a care bar.
Image Credit: Naca?sa & Partners
The store occupies the lower four floors of the Ice Cubes building in Harajuku. The space features slick wood benches and display units that mimic the curves and materials of a Fender guitar, creating synergy between the retail aesthetic and the product. Each floor of Fender's Tokyo flagship store offers distinct experiences to customers. While the first floor boasts a browsing area, the second serves as an exhibition space and houses sound-proofed rooms for customers to test instruments. The third floor, on the other hand, includes the Master Builders Gallery, VIP rooms, and a custom shop, while the basement features an event space, cafe, and a care bar.
Image Credit: Naca?sa & Partners
Trend Themes
1. Customer-centric Store Design - The Tokyo flagship store's welcoming and judgement-free atmosphere highlights the trend of customer-centric store design, providing opportunities for businesses to create inclusive spaces that cater to diverse customer needs.
2. Interactive Retail Experiences - The sound-proofed rooms and instrument testing areas in Fender's Tokyo flagship store reflect the trend of interactive retail experiences, presenting businesses with the opportunity to engage customers through hands-on demonstrations and personalized interactions.
3. Integration of Event Spaces - The inclusion of an event space and cafe in the basement of Fender's Tokyo flagship store showcases the trend of integrating event spaces into retail environments, offering businesses the opportunity to host events and create immersive brand experiences that drive customer engagement.
Industry Implications
1. Retail Design - The customer-centric and interactive design elements in Fender's Tokyo flagship store present disruptive innovation opportunities for the retail design industry to create inclusive, engaging, and immersive store environments.
2. Musical Instrument Retail - Fender's Tokyo flagship store's unique store layout and instrument testing areas demonstrate disruptive innovation possibilities for the musical instrument retail industry to enhance customer experience and cater to diverse customer preferences.
3. Event Management - The integration of an event space in Fender's Tokyo flagship store indicates disruptive innovation potential for the event management industry to collaborate with retailers in creating memorable brand experiences and engaging events.
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