Hiroshi Fujiwara recently announced that he will open a new theme for the POOL aoyama IN THE HOUSE, with the cooperation of Japanese supermodel Asami Imasa and her top stylist husband MASAH, and "family" will occupy an absolute place in this new series.
Given that the POOL aoyama has been confirmed to close next April, which is likely to be its last theme series, what might you see in that?
First of all, it is determined that Asami Imaya and designer brand FACETASM will launch their upcoming co-brand FMAM at the POOL aoyama. This joint name will be mainly clothing, and the combination of "supermodel + top stylist + Japan's most potential fashion brand" will encounter what sparks, will there be a lot of home clothing (after all, the big theme is still family), how the use of various fabrics that FACETASM is good at will be displayed in the home series, which is still a big attraction for consumers who care about fashion design.
Secondly, considering that the previous theme series of the POOL aoyama is inevitable with all kinds of daily necessities, so in the THEME OF THE HOUSE this time, we can fully expect that in addition to cups, cushions, and aromatherapy tablets, there will be no other products to join. Students who want to start from the home environment to show their trend attitude can pay more attention to this part.
Finally, we can also guess according to the decoration of the previous themes, and the POOL aoyama that will be unveiled next may become a home: not only there are tables and chairs and benches, but even bedrooms and living rooms, and various products are displayed in it, so that everyone is like walking into the living space of a family.
It should be reminded that to see the new IN THE HOUSE theme of the POOL aoyama will have to wait until January 9, but the series of products will appear on the official website on January 1, you can study it in advance and then spend it in the store.
At this point in time, we may also wish to review the pool aoyama's previous interesting theme form, many of which are in the form of joint names, bringing many related products:
Early opening: swimming pool
The POOL aoyama itself has the meaning of a swimming pool, which naturally became the theme of its early opening. Fujiwara Hiroshi created a blue-themed décor for his new experimental store and prepared a series of products related to water, ocean and beach.
First theme: flowers
The POOL aoyama was renovated two months after opening and relaunched on July 4, 2014. Because it is in cooperation with AMKK, a Japanese creative flower unit, the entire store has also changed from a swimming pool to a flower market, not only decorated with flowers and brought flower-themed clothing, but also cooperated with Starbucks with flower-themed products, which has a very summer atmosphere.
Hand in Hand with Nishiyama: Trendy Military Wind
Following the floral theme, the POOL aoyama became a trend experiment site for Hiroshi Fujiwara and WTAPS manager Toru Nishiyama in September 2014, bringing new decorations and co-branded products dominated by military green and military style.
First Anniversary: MELANISM Dark Department
April 2015 marks the first anniversary of the pool aoyama, and Fujiwara Hiroshi has turned the entire store into a "dark prison" at this special moment, bringing the MELANISM theme series, as well as a collection of clothing and accessories in collaboration with the fashion outdoor brand White Mountaineering.
The MELANISM series has been going on since April, and the next step is to close the door and upgrade to get ready for a new IN THE HOUSE theme.
Whether you've been to the POOL aoyama or not, whether you've endorsed Fujiwara's retail consumer experiment, you can't deny the significance of this store: it constantly changes its theme in the form of flash mobs, and it doesn't hesitate to spend a lot of money on upgrading and renovating, each time bringing subversion of the previous consumption and sensory experience.
Rather than selling something, the POOL aoyama seems to care more about whether you understand the theme story behind each product, and whether you feel the concept that the designer wants to express, which is probably the most lacking thing in the current hot trend market. So if you have a chance, check out the POOL aoyama before you close.
the POOL aoyama
Store address: Tokyo, Japan Minami Aoyama 5 Chome 12-24