Fender Store Tokyo Rethinks Music Retail (with a Female Focus)

Published 04 August 2023

Author

Marta Mąkolska

2 min read

Echoing US guitar giant Gibson’s 8,000 sq ft Gibson Garage (which opened in Nashville in 2021), fellow American music brand Fender has unveiled its first flagship, located in Japan (where a 35% market share makes it the top-selling electric guitar brand). Welcoming novices and experts alike, it provides an unintimidating retail experience encompassing a café, custom shop, concert space, repair zone, exhibition area and, highly notably, predominantly female staff.

Fender Store Tokyo Rethinks Music Retail (with a Female Focus)

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Topics

Women

Visual Merchandising

Service Design

Retail

Music & Sound

Media & Entertainment

Brand Spaces

Brand Experience

Architecture & Spaces

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