New Stand originally started in New York in 2015 as a renovated kiosk at Union Square subway station with the idea of updating the good-old newsstands, and has become popular as a boutique convenience store that sells digital gadgets and design-conscious items. Under the theme of “a day improvement company,” they not only sells products but also actively engage in introducing new cultures and community building through their smartphone app. They currently operate 42 stores in Manhattan (including stores on ferries) and 13 in airports across the United States. New Stand Tokyo is their first store outside of the USA.

At New Stand Tokyo, while maintaining the branding and concept of the New Stand in New York, we decided to reinterpret “New Stand” as an abbreviation of “New Standard” and positioned ourselves as a general store of the future, that curates products that we believe can become the “next norm.” For example, products that tackle various social issues, sustainable products that are produced in an ethical way, and products that can transcend culture and bring more smiles to the world.

You can purchase Whatever’s original products, such as Lyric Speaker, WFH Jammies and Puppet Guts, here too. We also have a store-in-store dedicated to Femtech products that support women’s wellbeing through technology, which is actually the first retail outlet for our curation/operation partner Fermata Inc.

Furthermore, New Stand Tokyo also serves as a testbed for new Retail Tech. We are looking into hosting various exhibitions and events here, leveraging the mixed channel of store/gallery/lab space together with the kitchen lounge upstairs.

New Stand Tokyo
Open: Mon-Thu / Sun: 12-7pm, Fri: 12-8pm (Closed on Tuesday and Saturday)
Address: 7-2-8 Roppongi, Minato-ku, Tokyo, Japan WHEREVER 1F