On September 19th, the first concept store embodying the world of BEIGE, will open on the second floor of the main building of Tamagawa Takashimaya Shopping Center. BEIGE, a women's brand from Onward Kashiyama, offers items that express dignified elegance, unpretentious glamour, and sophisticated quality for "true mature women with refined aesthetics." The design for this first concept store was created by Oki Sato of the design office "nendo." A white-based space, seen through a glass screen, will be dotted with box fixtures made of various materials, creating a gallery-like space. The store's "THE LIBRARY" area will feature books selected by Masataka Haba, the book director behind "BACH." The books will not be for sale, but will instead be available for free rental.

The store also regularly holds events that focus on things and experiences other than clothing, and is attracting attention as a "gathering place" that satisfies customers' cultural and intellectual desires. The store aims to create a space with new value that differs from traditional shops.