retail experts have known for years that store concepts are an expertise the japanese are very good at. always going for a meticulously balanced holistic approach, the result is often astounding, and we mean that in a good way. new concept store the pool in tokyo's upscale aoyama district totally fits in that category. quite literally located inside the former ground floor swimming pool of an apartment building from the 1970s, it's a collab between revered musician and style guru hiroshi fujiwara and jun, one of japan's largest retailers. it's a nautical-themed concept store and for the shop interior fujiwara collaborated with architect nobuo araki of tokyo-based practice the archetype.
while the spatial configuration and most of the original elements and swimming pool furnishings have been retained, a number of subtle changes have been implemented, most notably the glass floor which now covers part of the former pool. a pathway of dark timber is placed in the middle of the pool while along the side pristine white displays have been mounted. the pool carries a rotating collection of curated streetwear staples, in addition to limited pieces both in apparel and shoes. the offerings are further complemented by accessories and assorted lifestyle products. location: château toyo minami aoyama, 5-12-24 minami aoyama [aoyama].