Klein Dytham Architecture has aimed to counter rock music snobbery with its design for guitar brand Fender’s Tokyo flagship store, which is meant to feel welcoming to people who might feel judged in other guitar stores.
The Fender store sits across the bottom four floors of the glass-walled Ice Cubes building, a 12,000-square-metre space in the neighbourhood of Harajuku that was formerly home to an H&M store.
It is the world’s first flagship store for the 77-year-old American brand, which is one of the most recognisable names in guitars and is particularly known for electric models like the Stratocaster.
The Fender flagship store is located in Harajuku, Tokyo
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