Think Of A Company That Makes Guitars,

I could only think of one,

all photographs © Nacasa & Partners courtesy Klein Dytham Architecture, Fender, which did not have a flagship shop, 

but it does now! in Harajuku, Tokyo, the store’s mission is to attract both seasoned enthusiasts and curious newcomers and nurture the love for playing guitar, Klein Dytham Architecture has designed the space to exude inclusivity, embracing visitors, especially women and beginners, the first floor is a browsing area for guitars, along with a streetwear collection under the name ‘F is for Fender,’ all Made in Japan,

on the second floor, guests are greeted by the Artists Gallery, showcasing celebrity musicians alongside their cherished Fenders through massive posters and videos and has dedicated areas for Made in Japan and Made in the USA guitars, and there is a soundproof Amp room, allowing customers to test-play their potential pick before making a decision, 

the third floor combines the essence of a guitar museum with a boutique shop, here, the portraits of master builders alongside their crafted guitars grace the walls, showcasing the extraordinary artistry that goes into each instrument. In this exclusive VIP setting, customers have the privilege of consulting with Fender’s master builders to customize their dream guitar while savouring the Harajuku city view. A collage of 400 finishes covering an entire wall aids customers in selecting their desired guitar finish, 

going down to the basement, visitors find a welcoming casual space for hosting events, accompanied by a café and the care bar, a sanctuary for music lovers to connect, discover and celebrate the timeless art of playing the guitar,

“Conceived as a hub and clubhouse for all things Fender, this project takes the notion of a flagship store and experiential retail to beyond the next level,” said Mark Dytham, the store comes full circle as a Hall of Fame photo gallery of Fender Artists adorns the walls of a spiral staircase, while a 3-storey LED display showcases Fender-related content, creating a journey through the brand’s past and present, Fender Flagship Store, Harajuku, 〒150-0001 Tokyo, Shibuya City, Jingumae, 1 Chome−8−10 (Google Maps), for anyone interested in Fender guitars this must be the Holy Grail to visit.