The Isetan Shinjuku Men's Store will hold its grand opening on March 16th, following its first major remodel in 15 years. Leading up to this, the Men's Creators Floor on the second floor opened on February 27th. Previously, this floor has unearthed new brands from Japan and abroad and proposed cutting-edge fashion. It has now evolved beyond the fashion category to focus on new "creations" from a variety of different angles, including art, music, and culture.
The first Balenciaga men's store, shop-in-shops such as OFF-WHITE c/o VIRGIL ABLOH™, CORNER COMME des GARÇONS, and Thom Browne, as well as FUMITO GANRYU Not only does it boast a selection of cutting-edge fashion brands like GANRYU, HATRA, NAMACHEKO, and GARÇONS INFIDELES, but the newly opened "Communication Space"—a hub for music culture—and "Art Up," an art exhibit and sales space, offer a sense of a free movement that will shatter conventional notions.
The Communication Space aims to be a "hangout for culture lovers," a place for interaction that can only be fostered in a physical store, and will promote culture with a focus on music. A DJ booth will be set up at the spacious counter, and a large display will be set up behind it, with weekend DJ events featuring a variety of artists planned. To coincide with the grand opening, the store has teamed up with music streaming service Spotify to create an original playlist that captures the atmosphere of the floor. Special cards with access to this playlist will be distributed on the floor, marking the first step in a project that allows customers to take home music along with fashion. Going forward, the store plans to collaborate with Spotify to create new forms of content that allow customers to enjoy fashion and music together.
Two promotional spaces will also be set up on the floor. The Pavilion, which features brands, artists, and creators, is currently hosting a pop-up for Gyakusou. The promotional space across the street is hosting a pop-up for Heron Preston.
The first Balenciaga men's store, shop-in-shops such as OFF-WHITE c/o VIRGIL ABLOH™, CORNER COMME des GARÇONS, and Thom Browne, as well as FUMITO GANRYU Not only does it boast a selection of cutting-edge fashion brands like GANRYU, HATRA, NAMACHEKO, and GARÇONS INFIDELES, but the newly opened "Communication Space"—a hub for music culture—and "Art Up," an art exhibit and sales space, offer a sense of a free movement that will shatter conventional notions.
The Communication Space aims to be a "hangout for culture lovers," a place for interaction that can only be fostered in a physical store, and will promote culture with a focus on music. A DJ booth will be set up at the spacious counter, and a large display will be set up behind it, with weekend DJ events featuring a variety of artists planned. To coincide with the grand opening, the store has teamed up with music streaming service Spotify to create an original playlist that captures the atmosphere of the floor. Special cards with access to this playlist will be distributed on the floor, marking the first step in a project that allows customers to take home music along with fashion. Going forward, the store plans to collaborate with Spotify to create new forms of content that allow customers to enjoy fashion and music together.
Two promotional spaces will also be set up on the floor. The Pavilion, which features brands, artists, and creators, is currently hosting a pop-up for Gyakusou. The promotional space across the street is hosting a pop-up for Heron Preston.
