BEAMS, the select shop celebrating its 40th anniversary, opened "BEAMS JAPAN" on April 28th, serving as the base for BEAMS' "TEAM JAPAN," a project that curates and presents a variety of Japanese content.
BEAMS "TEAM JAPAN" utilizes the aesthetic sensibility cultivated over many years and works with the surrounding BEAMS community to curate Japanese products and experiences. With broadcast writer and screenwriter Kundo Koyama as general advisor, the project aims to promote the diverse charms of Japan both domestically and internationally.
The building's façade is adorned with 63 paper lanterns crafted by Akimura Taiheido in Osaka, showcasing traditional Japanese tools and craftsmanship. The lanterns feature the logo of each of the 47 prefectures and Shinjuku, the birthplace of BEAMS. Symbolizing this, the building's interior, from the basement floor to the fifth floor, is designed with a unique "Japan" theme. The first floor entrance, the focal point of the store, is titled "Matsuri" (Festival), and the main space showcases a wide selection of Japanese fine products, including traditional crafts, daily necessities, and food from across Japan. Timeless masterpieces like the Alps Santoku can opener from Niigata Prefecture's Prince Industries and boxed matches from Nakamura Co., Ltd. in Hyogo Prefecture are on display. Beams also offers exclusive colors for items like the Maneki-neko (beckoning cat) from Chugai Touen in Aichi Prefecture and the Getsu-tojirushi (Enamel Slim Pot) from Tokyo. As a unique idea, the store, which attracts a relatively large number of foreign visitors, offers a lineup of unique Shinjuku souvenirs. Original souvenir items, such as mugs and T-shirts, feature kabuki kumadori characters created by illustrator Yu Nagaba and the Beams Japan logo, featuring the Japanese flag and Mount Fuji. There will also be a coffee stand by specialty coffee shop Sarutahiko Coffee, and an event space will also be set up. The second floor, themed around "clothing," showcases Japan's world-renowned commitment to crafting. Domestic brands like Tailor Toyo, offering a selection of sukajan jackets, and LOOPWHEELER, offering sweatshirts made on old-fashioned loopwheel knitting machines, will be on display. To commemorate the store's opening, limited-edition items will be available, including a sukajan jacket embroidered with a Tokyo map. The third floor showcases the arranging skills of Beams, a pioneering "eye" in Tokyo's bespoke culture. Collaborations with ASICS Tiger, VANS, and Reebok Classic are available, as well as a shoe section featuring rare Made-in-Japan Converse All Stars. Depending on the season, various popular sneakers will be featured. The fourth floor is a "taste" floor, a hub for Tokyo culture. Dynamic displays featuring ping-pong tables and trucks will showcase a selection of collectible items, including zines and radio cassette players. The fifth floor is "Takumi," a floor themed around Japanese art and folk crafts. It features "B Gallery," which showcases Japanese art, and "fennica STUDIO," a new project by fennica, which focuses on traditional Japanese handicrafts. While fennica, a label launched in 2002, has previously focused on international lifestyle goods, fennica STUDIO will focus on Japanese brands and artists. In addition to selling apparel, tableware, and fabrics, the store will also host events, solo exhibitions, and workshops, promoting Japanese handicrafts in every way. The store's extensive lineup includes traditional kokeshi dolls from the Tohoku region and Yomitanzan ware from Okinawa Prefecture. Ishigaki Island's Penguin Shokudo, known for its spicy chili oil, will offer its first wholesale items. Also on the basement floor, Nikko Kanaya Hotel Craft Grill will open, offering Western cuisine and craft liquor inspired by the menu of Nikko Kanaya Hotel, Japan's oldest Western-style hotel. Beams F, which offers men's dresswear for business people, has opened on the 6th and 7th floors.
