KITH - TOKYO
MIYASHITA PARK NORTH1階・2階
東京都渋谷区神宮前6-20-10
2011年にニューヨークで創業、KITHはラグジュアリーマーケットにおける、メンズ、ウィメンズ、キッズのオリジナルブランドとセレクトという2つの側面を併せ持つ新たなショップです。私たちの5つの旗艦店は全てSnarkitectureとのパートナーシップによってデザインし、そこに訪れる人々へこれまでにない新たな体験を提供します。また、そこではオリジナルブランドとマルチブランドのアパレルやフットウェアなど、多くのプレミアムな商品をお客様へ提案しています。 Kith Treatsは創業者であるロニー・ファイグの子供の頃からのシリアルへの愛と、いつかシリアルバーをオープンさせたいという夢から2015年に生まれ、現在では8つの場所で営業しています。 その他にもKITHはBergdorf Goodman、Hirshleifers、Selfridgesといった3つのブティックにショップインショップを展開しています。
KITHはフットウェアの業界で20年以上のキャリアを持ち、多方面から最高の評価を受けるロニー・ファイグによって設立されました。クイーンズで生まれ育ったロニーは、12歳の時にニューヨークでスニーカーストアをフランチャイズ展開する「David Z」のストックボーイとしてそのキャリアをスタートさせ、そこから努力を重ねてフロアセールスマンからアシスタントマネージャー、そして最終的にはヘッドバイヤーへと上り詰めていきました。ロニーは現在のファッションの在り方を次のステージへ上げることを目指しています。お客様には商品を買うだけではなく、それ以上の感動を与えたいという彼の強い思いがそのままKITHのコンセプトになっています。
Ask most people where they’ll be in 10 years, and usually they’ll either have no idea or grand but vague ambitions. KITH founder Ronnie Fieg is not “most people.” With his hybrid brand/retail store concept approaching its 10th anniversary, Fieg is exactly where he’d have told you he’d be a decade ago.
KITH’s in-house label has collaborated with everyone from Nike and ASICS to Estee Lauder and BAPE, and also has rich retail roots with locations in Manhattan, Brooklyn, Miami and Los Angeles. That’s not even mentioning permanent pop-ups at Hirshleifers, Bergdorf Goodman and Selfridges plus a KITH Kids store in Manhattan and a standalone KITH Treats in Tokyo.
The brand’s global reach is expanding at a steady-yet-substantial pace, and now it’s ready to lay down its most striking, conceptual and potentially impactful roots yet, with a brand-new flagship in Tokyo’s legendary Shibuya neighborhood. Anchoring the new Miyashita Park development - a stunning structure with a full-blown garden on the roof that Fieg describes as “the best opportunity I’ve seen for KITH to start fresh in another continent,” - the store is a physical manifestation of KITH’s evolution over the past decade.
The opening of the Shibuya flagship marks the beginning of a new chapter for Fieg and KITH. Not only is it his first permanent Asian flagship, it marks a number of other firsts including the initial launch of a KITH and Nike Air Force 1 collaboration.
When opening a store in today’s experience-driven world of physical retail, brands must ensure their ethos is prominently displayed. For KITH, this starts with the materials used in the store’s construction. “How stores are built in Tokyo, the attention to detail, what that looks like and feels like, it’s a bit different” says Fieg.
Designed by longtime Fieg confidant Daniel Arsham’s Snarkitecture firm, KITH Tokyo makes heavy use of Carrara marble. This elegant-yet-robust material has been a part of the KITH design language since the Brooklyn store’s 2015 revamp. “Carrara really started from a durability perspective, but makes [a retail space] seem light. When you add dark floors to a place, you tighten it up and make it seem smaller than it is,” Fieg told HYPEBEAST in an exclusive interview. This bolstered-yet-breezy build is paired with stainless steel and glass, materials that are surely familiar to any stalwart KITH shopper.
However, as the store empire expands so does the design language. In past stores, Arsham and Snarketecture have brought everything from terrazzo to brass into play, and for Tokyo the main additions are bold and twofold: colored Carrara marble and a new style of monogrammed fabric wallpaper.
Fieg referred to his stores as “a ‘canvas’ to work on, to tell the story of what [KITH does].” Of course, every canvas needs a centerpiece, which takes the form of a spectacularly grand atrium in KITH Tokyo. The store’s expansive 100-foot facade gives way to a white and grey marble floor and a domed ceiling, which itself holds what might be the store’s signature detail: Air Force 1s, cast in multi-color plaster. Although KITH has presented plaster-coated shoes in other stores, this is the first time the Air Force 1 has been used - prior casts were centered around models like Air Jordan 1 and Air Jordan 2.
Much like the aforementioned Carrara marble, it’s also the first time the casts have been set in multi-color. In a unique twist, these casts use a “signature KITH palette,” the start of an initiative that will roll out in detail over the course of KITH’s 10th anniversary. Elsewhere, a miniature “footwear museum” is placed in the center of the footwear room. This rotating display of classic sneakers will debut with a retrospective of KITH’s best collaborations and may even include samples or unreleased pairs, allowing customers to experience the brand’s history as they shop.
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