On April 28th, BEAMS will open "BEAMS JAPAN" (3-32-6 Shinjuku, Shinjuku-ku, Tokyo), a store in Shinjuku, Tokyo, that will curate and present a variety of Japanese content.
Beams has been proposing unique perspectives on a variety of lifestyle-related areas, including not only fashion but also art, culture, music, and food and drink. This year marks the 40th anniversary of its founding, and the store is launching "BEAMS 'TEAM JAPAN'," a project to curate Japanese things, experiences, and people. Under the guidance of general advisor Kundo Koyama, a television writer and screenwriter, the store will promote the diverse appeal of Japan both domestically and internationally.
The newly opened "BEAMS JAPAN" will serve as the project's basement. Each floor, from the basement to the fifth floor, will offer a wide variety of products in categories such as "Food," "Famous Products," "Fashion," "Collaboration," "Culture," "Art," and "Craft." The basement floor will also feature the first restaurant in a BEAMS store. Craft Grill, produced by Koyama Kundo in cooperation with Nikko Kanaya Hotel, will serve "Japanese Western cuisine," including the hotel's historic "Hyakunen Rice Curry." The first floor sells traditional crafts, daily necessities, and food from all over Japan. There will also be a coffee stand by Sarutahiko Coffee, a specialty coffee shop.
The second floor offers men's and women's casual wear embodying the Japanese craftsmanship. Items from select domestic brands will be available, as well as Beams original items unveiled at the official London Men's Collection in January. The third floor will feature items specially commissioned by Beams from domestic and international brands. The fourth floor will feature pop culture and fine art selected by Tokyo Culture by Beams.
The fifth floor will house Beams' "B GALLERY," a gallery established in 1998 with the theme of "Japanese art and folk crafts." An exhibition of former Blankey Jet City member Asai Kenichi will be held from the opening day. In addition, fennica has launched a new project called fennica STUDIO, which delves into handicrafts and fashion from a unique perspective. In addition to selling apparel, tableware, fabrics, and more, the store will also host various events and workshops.
Also, on the 6th and 7th floors of the same building, BEAMS F SHINJUKU, a standalone store for men's dress label BEAMS F, will open. It will offer a wide range of products, from high-quality original items to popular imported brands.
