when it comes to shopping, there's never a dull moment in tokyo. apart from the city's hailed diversity of quality offerings, urban change plays a role as well and manifests at such a pace that the retail landscape can potentially change every week. in this category falls a rather striking redevelopment in the daikanyama area, and it's one that mimicks the hugely popular highline project in new york city. very similarly, it has seen the transformation of an elevated railway – in this case, the old tracks of the tokyu toyoko line – into a shopping hub of sorts. situated a short stroll from daikanyama station, it's called log road daikanyama and features an elevated outdoor area of 3,200 sqm. [34,445 sq.ft.] with five standalone structures set amidst a relaxing park environment.
and it's at this innovative location where american retailer fred segal decided to open its first overseas store, or rather, a cluster of stores. it has pulled out all the stops and occupies no less than three of the aformentioned pavilions. the interiors of these pavilions have been designed by american agency aesthetic movement, but to make the shopping experience more of an exploration, each has been given a different aesthetic and feel. the first building is home to the mart at fred segal, a buzzing eatery and meeting place inspired by the eclectic food culture of the u.s. west coast. this spot is home to a food market with light casual fare and culinary products from all over the planet, including fred segal-branded gourmet coffee, created in partnership with local roasters, and an outpost of camden’s blue star donuts, a hugely popular donut shop from portland.
additionally, the place stocks selection of home products and goods that can be snapped up. adding up to the fun vibe is a vintage red food truck parked outside on the premises, and, sell a rotating selection of seasonal delicacies. up next is the fred segal woman store. spacious and airy, it carries a curated mix of brands, including apparel, accessories, shoes and also cosmetics. the brand list is pretty international and currently included coveted brands such as 3.1 phillip lim, frame denim, isabel marant étoile, lanvin and marni. and last but not least, there's the fred segal man pavilion, stocked with an equally appealing range of goods for male shoppers, including adidas, haider ackermann, blk dnm, porter and valentino.
and if that isn't appealing enough, fred segal's two fashion depositories also feature exclusive product collabs with a variety of international brands. complementing the fred segal cluster are a number of other cool businesses. tartine bakery & café, an artisanal bakery, is another company from california that makes its debut this side of the pacific, and will soon be joined by the spring valley brewery, a new craft beer concept. location: log road daikanyama, 13-1 daikanyama-cho [daikanyama].