Just two years into its second year, "The Pool Aoyama" was suddenly announced as its final project. While it's the ultimate form of a pop-up shop, changing its theme and appearance each season, the fact that its story was completed in just two years may be a prime example of Tokyo's fast-paced style. This is the third installment of our in-depth interview with Hiroshi Fujiwara, who claims he hasn't thought of anything yet, but who seems to be already working toward his next new idea. You announced that "The Pool Aoyama" will close after two years. What was the reason for this? A year after its launch, I was talking with the staff, and we discussed the direction of the third year, saying that if we wanted to expand to the masses, we'd need to hire more staff and think about it. Someone suggested that since the pool's role had already been fulfilled, it might be okay to end it for now. If that's okay, then let's call it quits! (laughs) I want to make it clear that I wasn't the one who suggested it this time. (laughs) If that's the case, we can do something new. However, since the space itself isn't being scrapped, I think "JUN" will be able to think of a different way to use it.ーーDo you feel like you've done everything you could with The Pool? There's one thing I've left undone. There were three ideas for "The Pool" from the beginning. One was the pool bar. The other was a motor pool. I wanted to open a restaurant in a parking lot, but I haven't been able to realize that. There's a Chinese restaurant in a parking lot in Ginza, and I want a restaurant with that kind of image. ーーIt's "Terika (Delica)" in Ginza 8-chome. Isetan also has a parking lot, doesn't it? (laughs) Would they let me do it at Isetan? All I need is space for about two cars. If that's possible, I might extend "The Pool" just for that reason. ーーWas that a concept you had before planning "The Pool Shinjuku"? Yes. Aoyama was possible because there was an actual pool there, but when opening in the countryside, it's difficult to find a property with a real pool. That's why I thought about opening in an old billiards parlor or a motor pool.
--Are you already working on your next new venture?
Even though we're closing, The Pool Aoyama still has a year left, so we haven't prepared anything yet. However, we've talked about wanting to open a store with a U-shaped counter next. When I was traveling in the United States, I came across a pawn shop with a U-shaped counter and a wire mesh screen on the other side, which I thought was interesting. It was like a bar, but they would take watches and other items if you asked.
--Have you always wanted to open a store with a U-shaped counter?
No. When I was thinking about what to do next after The Pool Aoyama, which will be closing in a year, I remembered a store I visited in the United States a decade or so ago. Nowadays, it's convenient with how easy it is to buy things online, but I've come to think that maintaining a sense of distance from others is important. Department stores and other stores provide excellent customer service, but I just thought it would be nice to be able to buy things while chatting over the counter. Recently, when I go out to eat, there are a lot of counter-style restaurants, and I find that bread served over the counter tastes better than bread brought to the table by a waiter. It's not just the distance between people, but also the magic of the space. I think that people who buy at Isetan and those at The Pool Aoyama each like their own space. That atmosphere is important.
--The influence of e-commerce must be huge.
In the past, the same sneakers were more stylish when purchased in a shop than at a department store, but now they're the same no matter where you buy them online. I feel a little sad that the trend of buying from friendly stores or stores with a nice atmosphere is disappearing.
■Interview & text: Noda Tatsuya
＞Next (final) in the interview, we'll talk about the Internet.
(Continued in Vol. 4)
