Fender Unveils Made-in-Japan Fashion Line and Flagship Store in Harajuku-Omotesando, Expanding Retail Presence

Fender debuts Japan-exclusive fashion line, 'F is For Fender,' and a multi-level flagship store in Harajuku-Omotesando, providing an immersive retail experience from June 20.

The "Fender Cafe powered by Verve Coffee Roasters" cafe and an event area will be located on the basement level of the flagship store. The event space will host television shows, panel discussions, performances, and seminars. The brand's complete line of goods, including acoustic guitars, ukuleles, amplifiers, pedals, and brand-specific accessories, will be housed on the upper two levels.

The Fender Custom Shop, often known as the "Dream Factory," which is home to some of the most accomplished and renowned master builders and craftsmen in the world, will be located on the Fender's third floor. A variety of master-built and team-built guitars will be available on this floor, as well as a dedicated area for buyers to place bespoke orders.

According to Edward Cole, president at Fender Asia Pacific, they left no stone unturned in delivering a complete 360-degree experience for all their visitors.

Klein Dytham Architecture, which designed the Fender Tokyo flagship to feature the 'music lovers and instruments' concept, described their partnership design with Fender as not just a store but an enticing experiential retail environment in which the guitars themselves are placed center-stage becoming stars of the show.

The architecture firm added that they chose to subtly reference the smooth curves and exquisite finishes of the Fender guitar for interiors and display units designed to draw attention and accentuate each of its grandeur, beauty, and quality.

Fender Japan has lately begun selling the Hybrid II models outside of Japan, and Thomann now offers two variations. These new Stratocasters are a continuation of the recently released limited-edition Sakuraburst and Reverse Headstock variants in Europe.

The HSS Stratocaster from the Fender Japan Hybrid II line has an alder body with a Shell Pink finish. Additionally, it boasts a roasted maple fretboard with 22 Medium Jumbo frets and a very attractive U-profile neck.

The Hybrid II Limited Run SSS variant, which has a Satin Sand Beige finish, is another option. Three Hybrid II Custom Voiced single-coil Stratocaster pickups are installed in this model.

It has a rosewood fretboard with 22 Narrow Tall frets, a maple C-profile neck, and an alder body.

Photo: Krzysztof Hepner/Unsplash