Tokyo comes down to Berlin in a unique Pop-Up Store Concept and there are a million reasons to be excited about this. We talked to Shinya Koide, creative mastermind behind Tokyoshowroom, about his Pop-Up Idea and what makes this a special experience for the Berlin Pop-Up People.
Please introduce yourself and your brand.
My name is Shinya Koide and I am a “ringleader“ of the Tokyoshowroom. We gather talented and young upcoming Japanese labels and designers and showcase them to buyers and consumers. Now we’re taking this concept to a Pop-Up Store in Berlin Mitte.
Tell us something about your products & brands.
We present lifestyle brand and fashion for both women and men: accessories, bags, street-fashion, and high-casual as well as traditional products. For this “Tokyo Meets Berliners” project, Tokyoshowroom and Tokyo’s multi-brand Pop-Up Shop “Connecter Tokyo” are collaborating to select and show the edgy style of Japanese fashion mecca Harajuku. All items are carefully made in Japan.
Why did you choose to launch a pop-up shop?
Going abroad is not easy, especially for those independent labels. Domestic and international markets are totally different. Therefore, Pop-Ups are a great way to start for those labels who are interested in the abroad market, giving our labels great opportunities to test and see what customers are most interested in.
How did you choose the space?
Picking the right location is very important as you are presenting your brand and products to customers or buyers. The matching of your brand with the right space, location and district is not always easy. To reach your target group, you need to know where they are. PopUp Berlin did a great job on this and together we decided to go for Torstraße 161 PopUp Space in Berlin Mitte.
What do you like about the pop-up concept in general?
Pop-Up is a short-term retail, so it allows you to get to know your customers closely and develope a deeper relationship. Also, I believe that consumers and the media love the excitement created by Pop-Up Shops, so going offline creates a huge brand awareness.
Pop-Up Brand Dress and Tights
Opening Party & Events
We will hold an Opening Party together with PopUp Berlin on JAN. 17th (Sat.) at 19:00 Uhr in Torstraße 161 to celebrate the launch of our first project. We will welcome DJ TOMOKI TAMURA, who is also a credible producer, label owner, and promoter for our night. His unique raw take on house music has earned enormous praise from underground music lovers. Come and join us for this night and RSPV here – https://www.facebook.com/events/893957040634988
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