The "The Pool Shinjuku" pop-up store opened at the Isetan Shinjuku store on June 17th. This is the first and final pop-up store for "The Pool Aoyama," a limited-edition concept space that truly embodies Tokyo. The store's theme, which wasn't revealed until the opening day, was none other than billiards. A fictional pool bar, "The Pool Shinjuku," has been born on the first floor of Isetan. Hiroshi Fujiwara, director of "The Pool," has brought together brands like Assemble and Stüssy to propose a pop-up store showcasing the latest in Tokyo street style. One year after the launch of The Pool Aoyama, we took a peek inside Hiroshi Fujiwara's mind. "The Pool Aoyama" opened in April 2014, but why did you start this concept space in the first place?

When I travel abroad, there are often cafes and stores converted from old pharmacies and greengrocers, but in Japan, old buildings are often demolished. I had been telling friends that if they found any interesting properties like that, I wanted to do something with them, so I asked them to contact me. So, when I happened to go and see this property, I liked it, and that's how the project got started. I've known "JUN" for 30 years, so we'd always talked about doing something there. When I first went to see the place, it was in a really dilapidated state, but I wanted to make the most of the pool as much as possible.

--Did you always want to have a concept space like this, with a theme that changes every time?

At first, it was just an occasional gallery, and we were free to do whatever we wanted, but we decided to make it a shop. Since it was originally a swimming pool, the floor is sloping. To address issues like the employees' sense of balance, the sloping space needed to be leveled, so we made the floor glass, making one side a space that changes periodically, while leaving the other side old and using it for merchandise. The character of the space was determined based on the structural background.

--When did you decide on the initial theme of "white"?

Once we decided on Pool, we quickly decided on the initial theme of white. Originally, we envisioned a more select shop-like space, but issues like the time lag for actually placing orders made that difficult, so we ended up focusing on items we make ourselves. We aimed to create a place that people visiting Tokyo from all over the world could stop by, not just from within Japan, so we included souvenir-like items in the lineup. Rather than Japanese souvenirs, we had catchy logo T-shirts, for example, the feeling of buying something at Colette in Paris. It could be a keychain or anything, so it's like, "Since I'm in Tokyo, I'll buy something at Pool."

--Even with souvenirs, your approach isn't based on so-called "Japonism" or "Japanese," but rather on fashion.

We've only collaborated with Tokyo brands, but it just happened to be that way, rather than being conscious of that. These days, brands themselves are not that different in any city around the world. Personally, I don't like so-called "Japanese collaborations." I'm not good at Japanese-patterned embroidered denim or prints, so I'm not interested in promoting them. I think Japanese architecture is beautiful, but it's difficult to actually do something with it. I remember there being a shop in Kobe that was renovated from an old building and it was really beautiful.

--The Pool Aoyama's items are generally basic, but is it because you're trying to sell items that you yourself would want to wear?

I tend to wear simple things myself, so it comes naturally. Sometimes I want to wear something flashy, though. Basically, that's true. I'm not good at thinking up things that I can't imagine myself wearing.

--What is your opinion on the fashion phenomenon known as "normcore"?

I have no confidence in the "normcore" movement. "Normcore" itself is fashionable, so I think it's wrong to say it. I wonder if the people who call it that don't realize that it's actually the trendiest. It's a no-no the moment you say it.


■Interview & text: Noda Tatsuya

＞Vol.2 A story about the fictional pool bar "The Pool Shinjuku." Continued in Vol.2.