H.I.S. opened a new concept shop, "H.I.S. Travel, Books, and Coffee," in Omotesando, Tokyo, on October 6th. The store, based on the theme of "A place where you can discover your ideal journey," is a renovated version of the original Omotesando store. Inside, guests can enjoy Sarutahiko Coffee, a popular third-wave coffee, while browsing "books filled with travel and encounters" carefully selected by book director Masataka Haba. Haba's selection of approximately 1,500 books is divided into sections, such as "Praise of Solo Travel," "Family Travel," "Women's Journey," and "Luxury Travel." If you find a book you like, you can purchase it. Design business producer Jouji Amano oversaw the entire store, creating a space that feels like visiting the apartment of a travel-loving friend. The approximately 30 tables are equipped with power outlets, making it a relaxing spot to stop by between work or shopping.
The store has a monthly theme, with October's theme being "A Tour of Cafes Around the World," and offers books and coffee to go along with it. A concierge with travel experience in over 15 countries is always on hand at the counter, and the staff members also bookmark the books in the store with their own personal experiences, creating a "gimmick" to inspire customers to take on new adventures. The monthly theme will be announced on the company's website.
The company noticed that the recent spread of the internet has changed the travel booking process, and that in many cases, people visit travel agency stores solely to make reservations. The company decided to abandon the notion of stores as "places to book trips" and instead create "places that inspire travel"—places that provide "opportunities for travel"—as one way of looking at stores in the future, leading to the creation of this concept store.
An H.I.S. representative said about the concept store, "Travel agencies are places you don't set foot in until you're actually making a reservation, and travel plans are usually made in cafes away from travel agencies. By stocking Sarutahiko Coffee, we've widened the store's entrance so that even people who don't have travel plans can drop in casually. We also aimed for a new type of store where people who just have a vague desire to go on a trip can pick up a book and get excited about traveling. The Omotesando store has specialty stores to suit all lifestyle stages, making it a place that can be enjoyed by people of all ages. We hope that everyone will use it in any way they like."
