In a Tokyo Basement The Conveni Reinvents the Traditional Clothing Store

The Conveni has all the trappings of a classic grocery store, right down to the details, however this new concept store in Tokyo sells not food but clothing, accessories and souvenirs. Its creator, the internationally renowned designer Hiroshi Fujiwara (nicknamed the godfather of streetwear), made the bold move of filling the fridges and shelves of Conveni with t-shirts and bags alongside bottles of water and ‘Conveni’ branded mugs which might seem more at home here.

Fujiwara also sells collectable objects such as the Japanese toys Be@rbricks, best known for their collaborations with Chanel and Swarovski, as well as his own brand Fragment design. It is a project that follows in the footsteps of Park-Ing Ginza, a boutique/café/record shop over multiple floors of a car park, also conceived of by Fujiwara. Like its predecessor, The Conveni is also a pop-up project, and will disappear at the same time as the Ginza Sont Park that houses it, an underground leisure space over four floors due to close at the end of 2020.