[World first] Fender flagship store "FENDER FLAGSHIP TOKYO" now stocks high-end Japanese apparel!

Fender is a world-leading musical instrument brand that develops guitars, basses, amplifiers, and more.

The company plans to open its first flagship store in the world at the end of June 2023.

FENDER FLAGSHIP TOKYO

"A store that not only instrument users but also non-instrument users can drop in casually."The theme of the venue is ``a space that brings together people and the environment,'' and in addition to musical instruments, there will also be a cafe and apparel store.

About FENDER FLAGSHIP TOKYO

It has been decided that the brand's first flagship store in its 77-year history, "FENDER FLAGSHIP TOKYO," will open in the Harajuku/Omotesando area of ​​Tokyo on Friday, June 2023, 6.

FENDER FLAGSHIP TOKYO will be located in the iconic commercial building "THE ICE CUBES" in Harajuku/Omotesando, and will occupy four floors from the basement to the third floor. The store was designed by Klein Dytham Architects (KDa), known for their work on Daikanyama T-SITE/Tsutaya Bookstore (1), GINZA PLACE (3), Open House (Bangkok, 4), and Hoshino Resorts RISONARE facilities, and was designed with the concept of "music lovers and musical instruments."

Designed for all music lovers, FENDER FLAGSHIP TOKYO goes beyond the traditional musical instrument store to provide a variety of musical experiences to customers who visit. The store will stock a wide range of Fender products, from Fender Custom Shop®, the finest guitars and basses created by the world's most skilled and honored craftsmen known as master builders, to American and Japanese models, as well as acoustic guitars, ukuleles, amps, and pedals. In addition, the store will feature Fender's first permanent cafe, the FENDER CAFE powered by VERVE COFFEE ROASTERS, and an event space that can be used for a variety of purposes, including talk shows, performances, workshops, and TV/radio programs. In addition, to coincide with the opening of the flagship store, F IS FOR FENDER, a high-quality apparel brand that focuses on Japanese products, will be launched and available for purchase at the flagship store.

In its 77-year history, Fender has supported music, evolved with players of each generation, and led the world as a front-runner in creating new culture with music as the starting point. FENDER FLAGSHIP TOKYO, which will open this summer, will open in Harajuku, Tokyo, a place that is always full of energy and continues to send out new trends, aiming to be a base for sending out new culture to the world. It aims to provide a new shopping and music experience that has never been seen before, not only for players from professional musicians to beginners, but also for those who want to start playing an instrument, music listeners and fans, and to be "a store where all music lovers can feel free to drop in and enjoy themselves," rather than just "a store that sells instruments."

（公式より）

■ Opening on Friday, June 2023, 6
■ Name: FENDER FLAGSHIP TOKYO
■ Address: 150-0001-1 Jingumae, Shibuya-ku, Tokyo 8-10
■ Transportation
5 minutes walk from Harajuku Station on the Yamanote Line
2 minutes walk from Meiji-Jingumae Station on the Tokyo Metro Chiyoda Line and Fukutoshin Line
8 minutes walk from Omotesando Station on the Tokyo Metro Chiyoda Line, Hanzomon Line, and Ginza Line
■ Number of floors: 1 basement floor to 3 aboveground floors
■ Area: Total floor area 1068.4m² / 323.19 tsubo

FENDER FLAGSHIP TOKYO | Floor Guide

Basement 1: Acoustic guitar and event venue

The basement floor will feature an exhibition and sale of acoustic guitars that are easy for beginners to pick up, as well as an event space for holding events aimed at all kinds of music lovers. In addition, the store will also feature Fender's first original cafe, "FENDER CAFE powered by VERVE COFFEE ROASTERS," overseen by "VERVE COFFEE ROASTERS," a popular California lifestyle coffee brand that offers original coffee, tea, and food, making it a floor where the community can enjoy interacting.

1st floor: New products, featured items, apparel, etc.

The first floor, which will serve as the entrance to FENDER FLAGSHIP TOKYO, will be the floor where new products and popular items such as guitars and basses, artist signature models, and accessories will be displayed and sold. A variety of lifestyle products will be on sale, including original goods such as clothing, caps, home and office items, and stationery, as well as the new apparel brand "F IS FOR FENDER", which will be launched at the same time as the flagship store opens.

 "F IS FOR FENDER" is an apparel brand for everyone, inspired by the history of the guitar in music culture and with a contemporary and modern twist. Designed for music lovers of all ages, the brand is made in Japan using only the highest quality Japanese fabrics. The brand's debut spring/summer collection will include a wide range of tops such as t-shirts, bottoms, outerwear, and accessories, with new designs and styles to be added to the collection each season.

2nd floor: Electric guitars/basses/amps

On the second floor, we will be displaying and selling popular American and Japanese electric guitars and basses, as well as a wide variety of amplifiers. We will also have a special soundproof room where you can try out the guitars and basses you are interested in at high volume using your favorite Fender amplifier.

3rd floor: Fender Custom Shop®

The top third floor is a dedicated floor for the Fender Custom Shop®, also known as the Dream Factory, which produces Fender's finest guitars. At the Fender Custom Shop®, the world's most skilled and honored craftsmen, known as Master Builders, create Fender's legendary instruments, making the dream guitars of players from world-class musicians such as Eric Clapton, Jeff Beck, HER, and Jimmy Page to collectors, professionals, and guitar enthusiasts a reality. This floor will feature the finest works by Master Built and Team Built, as well as a special room for custom orders.

FENDER FLAGSHIP TOKYO | High-end Japanese apparel

A new apparel brand was announced along with the opening of the flagship store."F IS FOR FENDER"

The company aims to establish a high-end apparel brand, rather than being just an extension of the T-shirt selection found in the corner of a musical instrument store.

The brand's keywords are "high quality," "made in Japan," and "small volume production," and the company is enthusiastic to "grow the brand with the experience of 'you can only buy this at FENDER FLAGSHIP TOKYO.'"

　Fashion designer Yoshiyuki Shimazu, who serves as the brand's creative director, reflected on the design of the first product, saying, "We wanted to separate ourselves from images of rock, alternative, and grunge, and express Fender's spirit in a modern way."

All photos & info via Fender Official