Jul 28, 2020
New Stand Tokyo
Branding and management of "a general store of the future"

We opened New Stand Tokyo, a “general store of the future,” on the ground floor of the co-working building WHEREVER which we co-operate with WTFC. Whatever was in charge of all the creative directions including store branding, space design, product curation and websites.

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 SpeakerWFH 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

Business Partner
Idea/Creative Direction
Operation Partner
Executive Producer
Creative Director
Business Director
Executive Producer
Daiji Yoshida (WTFC)
Naoko Obi (WTFC)
Assistant Producer/Buyer
Takaaki Ametani (WTFC)
Assistant Producer
Azusa Hirasawa (WTFC)
Sonoka Sagara
Web Director
Mitsuko Kadoya (WTFC)
Programmer/Frontend Engineer
Technical Director
Yukihiro Fujimoto (東北新社)
Space Designer
Keisuke Ikeya (CDP)
Store Operation/Femtech Buyer
Hiroko Nakamura (fermata Inc.)
Store Operation/Femtech Buyer
Amina Sugimoto (fermata Inc.)
Store Operation/Femtech Buyer
Akane Eskola (fermata Inc.)
Store Operation/Femtech Buyer
Kana Kondo (fermata Inc.)
PR Producer
Kazuhiro Kudaka (WTFC)
Assistant PR Producer
Sari Takahashi (WTFC)
PR Planner
Shingo Iida
Natsuki Hayashibe (fermata Inc.)
Junpei Yamaguchi (SUNNY SIDE UP Inc.)