And no, it’s not an Olympic training facility. the POOL aoyama is Hiroshi Fujiwara’s latest project and the shop opened its doors early April in Tokyo. Fujiwara is a pioneer in Japanese streetwear and music. Having launched his first brand in the late 80s and doing collaborations with Nike and Levi’s over the past years, his new concept store is one to be seen.
The retail space is housed inside the first floor of a refurbished building from the 70s and retains the feel of the swimming pool area formerly used by its residents. Minimalism at its best. Taking its name from Fujiwara’s own J-WAVE radio program JUN SOUND POOL, the new retail space will be home to everything from limited edition fashion to music, art and more.
We see more and more artists and musicians entering the fashion industry to create innovative lifestyle emporiums. Like-minded people who create multi-category brands that tap into their fans’ wider tastes. If you happen to be in the Tokyo area any time soon make sure you drop by as we are expecting a lot of good things to come from this space.
the POOL Aoyama 5C 12-24 Minami Aoyama Minato-ku Tokyo / Japan
Saatchi & Saatchi X London 