Fender’s first flagship store in its 77-year history opens this summer in Japan … – Kii Minpo


Fender, a global guitar and bass brand, announced on the 28th that it will open its first flagship store “FENDER FLAGSHIP TOKYO” in the brand’s 77-year history in the summer of 2023 in the Harajuku and Omotesando areas of Tokyo.

【Photo】Fender Made in Japan Hybrid II limited edition model wearing “traditional silver”

The shop opened as a large-scale store spread over four floors, from the first basement floor to the third floor above ground, of the iconic commercial building “THE ICE CUBES” located in Omotesando, Harajuku, which is world-famous as a popular shopping area and a place where fashion and culture trends originate. It is designed to provide a new shopping and music experience for everyone from professional musicians to beginners to music lovers.

Electric guitars and basses, acoustic guitars, amplifiers, effects pedals, the latest artist signature models, Fender Custom Shop orders for Fender’s top-of-the-line guitars and basses from world-renowned builders, musical instrument accessories and lifestyle products. All Fender and Squier products are available.

In addition to selling the latest musical instruments and related equipment, the store plans to provide services that users who do not play musical instruments, such as professional artists, collectors, beginners who want to start playing musical instruments, people who are sensitive to music and trends, and people who want a high-end and special shopping experience, can easily drop by and enjoy.

■Comment from Andy Mooney, CEO of Fender Musical Instruments Corporation
“Our founder, Leo Fender, has a vision that ‘artists are angels and our mission is to give them wings to flap,’ and Fender invests a variety of resources to bring the joy of music to players of all stages. TOKYO is part of this effort, and we believe that this store, which combines cutting-edge music experiences with innovative merchandising, will also have a significant synergy effect on the sales business at authorized retailers nationwide. And it will be a very important step towards making Fender even more valuable and big for players.”

■Comment from Edward Cole, President of Fender Music Co., Ltd., Head of Asia Pacific
“Fender has had a strong relationship with Japan for over 40 years, and we’re excited to announce this flagship store as the next phase in continuing to support all guitar and bass players on their musical journey. Japan plays an important role in the global music market and is the perfect area to showcase Fender’s rich history and heritage. In addition, Harajuku and Omotesando are centers of various cultures such as fashion and lifestyle, and we will develop marketing, product development, and services that meet the needs of modern players from this area. And we will aim to further develop the Fender brand, which boasts a long history and tradition, from here Japan to the world.”

■Facility Overview of “FENDER FLAGSHIP TOKYO”
Opening date: Summer 2023
Name: FENDER FLAGSHIP TOKYO (READ: FENDER FLAGSHIP TOKYO)
Location: 1-8-10 Jingumae, Shibuya-ku, Tokyo
Rank: 1F below ground ~ 3F above ground

【Photo】Fender’s latest series with “all black” specifications from the body to various parts
【Photo】Fender Japan limited original tote bag available in two colors
【Photo】Fender MonoNeon signature model with bright colors that attracts the eye
【Photos】15 of the latest products awaited visitors at the “Fender Fall/Winter 2022 New Product Exhibition”
【Photo】Fender × SCANDAL key visual with dazzling loose naturalness

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