klein dytham's fender flagship offers a stress-free guitar-shopping experience in tokyo

Fender Flagship Tokyo by Klein Dytham Opens its Doors

Klein Dytham architecture has undertaken the design of Fender’s inaugural flagship store in Harajuku, Tokyo, marking the American brand’s 77-year legacy of pioneering electric guitar design. Located in the vibrant street-style shopping mecca, the store aims to provide ‘a destination of discovery’, introducing a chic and inviting guitar-shopping environment enjoyable for all, from beginners to seasoned players. With personalized customer services, bespoke guitars, gallery exhibits, event space, a café, and a sound-proofed Amp Room to test instruments and equipment, the Fender Flagship Tokyo offers an immersive retail experience.

To counter the intimidating nature of guitar stores, Fender requested a design that emphasizes its guitars’ artisanship and heritage and encourages relaxed and unhurried browsing. The first floor of the store features light warm woods, curved benches, and display units that guide visitors into the airy space. Large graphic walls tell the Fender story and showcase the newest and best-selling products. Throughout the store, instruments are treated as luxury goods and displayed on plectrum-shaped tables, while an alcove houses Fender’s capsule collection of designer streetwear.

all images © Nacása & Partners, unless stated otherwise

fender offers four floors of immersive retail experience

The Fender Flagship store, designed by Klein Dytham architecture, aims to defy the stereotypes associated with guitar shops being predominantly for men. By doing so, the store strives to create a welcoming and stress-free retail experience for everyone. A winged-guitar illustration, accompanied by Leo Fender’s famous quote, ‘Artists are Angels and our job is to give them wings to fly,’ adorns the central service counter. Continuing the theme, the spiral staircase within the building is transformed into a hall-of-fame photo gallery, displaying 150 images of distinguished Fender players on its walls. As customers ascend, they enter more focused and luxurious spaces on the upper floors.

On the second floor, a soft grey color palette sets the tone. An Artists Gallery splits the shopping area, featuring a changing exhibition of large-scale dramatic shots of eminent musicians. Transparent display cases showcase their guitars of choice, accompanied by an LED video wall screening footage of the celebrities in action. Additionally, the floor includes a Made in Japan space, a Made in America counterpart, and a sound-proofed Amp Room for customers to try out Fender guitars and amps.

A huge central, vertical LED display board unites the sides of the building featuring clips of celebrities with their guitars | image ©Klein Dytham architecture

The peak of Fender luxury resides on the third floor. Rich charcoal greys and deep warm browns dominate the space. The Master Builders Gallery features photographic portraits of skilled craftspeople behind bespoke Fender guitars, along with examples of their work. A vibrant alcove featuring 400 guitar-finish sample tiles creates an Instagramable area. VIP rooms and a custom shop space provide comfortable rooms for visitors to discuss bespoke options.

The basement of the Fender Flagship Tokyo offers a contrast to the premium experience on the upper floors. With plectrum-shaped benches and a plush rug, the casual event space welcomes social activities and includes a corner café. Adding to the overall experience, a central, massive vertical LED display board reveals clips of celebrities with their guitars. Fender customers who make a purchase can strike a pose with their instrument and have their moment of celebrity fame on the billboard.

benches and display units in light warm woods mirror the smooth curves of Fender guitars to create winding lines of arcs that guide visitors into the airy space

Fender requested a design that emphasized the artisanship and heritage of its guitars to create a sophisticated retail experience that would encourage leisurely browsing

The Artist’s Guitar Gallery, Made in Japan section to the left and Made in USA section to the right

the 2nd Floor Made in Japan section with playing circle, micro amps and headphones

3rd Floor VIP room, each featuring glass display units of one-off-custom built guitars, overlooking the city

the basement floor houses the acoustic guitar selection, with pick-shaped benches and a plush rug adding warm red accents to a casual event space

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the steps lead customers upwards to more focused, intimate and luxurious experiences

Basement floor Fender Care bar

3rd Floor VIP rooms, each featuring glass display case of unique custom built guitars

3rd Floor Custom Shop space provides comfortable sofas for visitors to unwind and discuss bespoke options

 

The 2nd Floor sound-proofed Amp Room; allowing customers to try out and familiarize themselves with any Fender guitar and amp

3rd Floor Custom Shop

 

βehind a central service counter, a winged-guitar illustration features Leo Fender’s inspiring quote, 'Artists are Angels and our job is to give them wings to fly', image © Taira Kurihara

detail of the embroidered winged-guitar illustration, image © Taira Kurihara

project info:

name: Fender Flagship Toyko

architects: Klein Dytham architecture | @klein_dytham_architecture

location: Harajuku, Tokyo Japan

area: 1,200 sqm
floors: 4
interior design: Klein Dytham architecture
lighting designer: FDS
project management: Blue Birds Consulting
construction: Tanseisha