Laforet Harajuku will be undergoing a series of renovations in the fall of 2020. This renovation will strengthen the dissemination of new values by introducing next-generation stores such as the first brick-and-mortar shop of D2C brand "PIVOTDOOR." Additionally, the mall will continue to disseminate creativity across a wide range of genres, including "Papier Tigre," a general goods shop by a Paris-based creative team, and "EARL'S FAVOURITE," which produces unique leather accessories. Furthermore, the mall will continue to expand its unisex shops, both domestic and international, including "OY," a popular street brand in Japan and Korea, and "if i have a store," which introduces a wide variety of international brands. Three limited-time shops will also be opening: the "I AM Limited Shop," featuring the Italian watch brand "I AM"; the increasingly popular "Fuju Kissa Benares," known for its unique T-shirts; and the first pop-up shop of "Primaras," whose name means "irreplaceable." Many other noteworthy shops will be opening soon. Stay tuned for more at Laforet Harajuku. September 4th New Opening 2nd Floor: PIVOTDOOR PIVOTDOOR is a unisex brand that offers select items, original items, and collaborations, and continues to attract fashion-conscious men and women in their early twenties, primarily on Instagram. This marks the first physical PIVOTDOOR store opening at Laforet Harajuku. The first brick-and-mortar store will be based on the concept of "casual street" and will sell around 100 items, including a series of highly designed, unconventional paintings by Vermeer and Katsushika Hokusai, as well as original logo hoodies perfect for Autumn/Winter. As an antenna shop that couples can drop in to, the store will also feature displays that evoke street culture, such as neon signs and art photography.


■Limited Edition Novelty


During the period, customers who spend over 8,000 yen (tax included) will receive a free sticker set.
*Images are for illustrative purposes only.
*Please note that this offer will end while supplies last.

10.2 NEW OPEN

《2F》PAPIER TIGRE

"PAPIER TIGRE" is a brand founded in 2012 by a Paris-based creative team. They value graphics, playfulness, and practicality, and offer original items that are not just designed superficially, but also have fun features. To coincide with the opening, "PAPIER TIGRE" will be selling products from Paris, as well as Japan-exclusive and Laforet Harajuku-exclusive items. A pop-up shop will also be open at the 1F entrance space from September 17th (Thurs) to 30th (Wed).

8.22 NEW OPEN

《3F》OY (OY)

Founded in Korea in 2016 by CEO and designer Kim Byung-jung, OY, a brand that has become hugely popular on the streets of Japan and Korea, is opening its first-ever Japan-only store. The OY logo, which features two hands forming a "Y" that envelops a circular "O," is imbued with various meanings. Just as people's hands join together to create a single world, "O," OY draws inspiration from diverse cultures and offers a comprehensive fusion of these elements throughout its collections to create a new style of clothing. At the grand opening, the store will be selling the OY Autumn/Winter collection in Japan first, as well as the new sister brand of OY, Loer studio. To celebrate the opening, Laforet Harajuku will be offering exclusive T-shirts (available in two colors, white and black) and other limited edition novelties.

■Laforet Harajuku Store Limited Edition T-shirt


This piece features the popular logo print, which is an iconic design of the brand, as well as the limited edition "TOKYO STAFF" print on the front and back.



■Limited-Time Novelty Gift
During the promotional period, customers who spend ¥10,000 or more (tax included) on "OY" in-store products at the Laforet Harajuku store will receive an original tote bag as a gift.

*Image is for illustrative purposes only.
*This offer will end while supplies last.

9.5 NEW OPEN

《5F》Secret Honey

Just being cute isn't enough! We mix retro girly styles with playful spices. We offer styles that will lift your spirits with silhouettes that flatter women and classic, delicate designs and details.
We will also be offering special giveaways and collaboration products to commemorate the opening.

10.2 NEW OPEN

《5F》tutuanna
We offer a timely selection of fashion-conscious socks and innerwear for every season, helping you look stylish and fun every day.

10.2 NEW OPEN

《1.5F》if i have a store
This select shop, the first of its kind in Japan, is based on the concept of introducing international brands from Southeast Asia, the United States, and elsewhere, and creating a diverse and trending platform. It brings together influencers from various genres, including music, art, culture, and brands, transcending the boundaries of race and country, creating connections between unknown possibilities and generating new chemical reactions.

10.2 NEW OPEN

《B1.5F》EARL'S FAVOURITE
A leather goods design shop that manufactures and sells unique "cute" leather goods. We are particularly focused on developing our leather materials, and all of our products are developed and manufactured in collaboration with a long-established tannery in Himeji City, Hyogo Prefecture. We offer a wide range of unique products, including "melon leather" and "strawberry leather," and propose new ways to enjoy leather goods.

2020.8.18(Tue) – 9.13(Sun)

 2F I AM Limited Shop

Italian fashion digital watch brand "I AM" is opening its first brand-only shop in Tokyo, "I AM Limited Shop," for a limited time. In addition to offering a full lineup of pop, cute, and colorful watches, we'll also be showcasing a sneak peek at the new September collection. With its pop designs and prices under ¥10,000, this up-and-coming watch brand is one to keep an eye on.

2020.9.5(Sat) – 9.29(Tue)

B0.5F Fuju Cafe Benares

It would be a lie to call it a cafe. Aiming to create the number one t-shirt for decluttering, I work diligently on the creation of these shirts, thinking that perhaps I should think a little more about the wearer.

2020.10.3(Sat) – 11.15(Sun)

B0.5F Primaras
This is the first pop-up shop for a fashion brand based on the concept of "curiosity that transcends the changing times" and "casual style that will make you an attractive woman, healthy, and flexible for everyday use." The brand name comes from the word "Primaras," meaning "irreplaceable," and offers styling suited to every occasion, including irreplaceable moments, people, and places. We offer fashion that will bring out your individuality in the joyful moments of everyday life and add color to your special day.



■Laforet Harajuku 2020AW Advertising Visual
Laforet Harajuku's annual advertising visual for 2020 was created by art director Uenishi Yuri. The concept is "CHARGE." Going somewhere and meeting someone. Going to school or working, traveling, going shopping. Such things that we once took for granted have suddenly become difficult, and we are moving every day towards a new normal. Instead of the various things we "can't" do, focus on what we "can do," take the time to learn, think about the future and what is important to you, and reassess our lifestyle in terms of diet and health. Thinking of this as a period of self-development in order to enrich ourselves can make us feel positive. Even if we can't see it, we need to keep our feet on the ground and stretch our roots deep. To bear fruit for the future to come. (Comment by Yuri Uenishi)


Yuri Uenishi
Art Director/Graphic Designer
Born in 1987. Originally from Tokyo. Graduated from the Graphic Design Department of Tama Art University in 2010 and joined Dentsu the same year.
Her work is diverse, ranging from standalone projects such as posters and logos to branding, campaigns, videos, spaces, books, magazines and more. His previous work includes the 2015 World Table Tennis Championships poster / TV Tokyo, LAFORET GRAND BAZAR SUMMER 2018 & 2019 / LAFORET HARAJUKU, #SHEMOVESMOUNTAINS / THE NORTH FACE, ISSEY MIYAKE PLEATS PLEASE 2018 FLAGS / ISSEY MIYAKE, and the NEWoMan opening campaign / LUMINE.
He has received numerous awards, including the Tokyo ADC Award, JAGDA Newcomer Award, CANNES LIONS Gold Award, and NYADC Gold Award.
His hobbies are traveling and snow-capped mountain climbing. He has traveled to 42 countries to date.



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