2015.04.17

New commercial facility "log load Daikanyama" the first bullet opening - shop feel the longing of the West Coast

April 17 (Friday), Daikanyama of new attractions to become the new commercial facility "LOG ROAD DAIKANYAMA (log load Daikanyama)" it was opened.

With the underground of the Toyoko Line, toward the Shibuya from the old Shibuya first railroad crossing near Daikanyama Station, the same space that developed the line the former site of the full-length 220 meters. Covers an area 3,200 square meters, taking advantage of the elongated space that had the old line, straight stretch is walking paths that surround the flowers and greenery of the four seasons, low-rise of five buildings of commercial premises are lined up while maintaining enough space along the road. It appearance, such like a villa area of the cottage. Unexpected think the city, feel the comfort and luxury.
The producer of this new commercial facility is Yoko Shibata, who is also known for being responsible for the restaurant floors on the 6th and 7th floors of Shibuya Hikarie . He himself worked in Daikanyama, and as one of the residents living in Daikanyama, he said, "I was pursuing what I wanted to go every day." In addition, the basic plan was designed by THINK GREEN PRODUCE, Ms. Masato Sekiguchi, architectural design by general design, S. Ohori, and landscape design by Taichi Saito, who operates Shirokanedai and BIO NURSERIES.
5棟から構成される同スペース内には、1号棟にクラフトビールを提供するキリンビールの新業態「SRRING VALLEY BREWERY TOKYO（スプリングバレーブルワリー東京）」。２〜4号棟には、米ロサンゼルス発のライフスタイル提案型の複合セレクトショップ「Fred Segal（フレッド・シーガル）」が海外初出店。また5号棟には、5月以降に米サンフランシスコ発「TARTINE BAKERY & CAFE（タルティーンベーカリー＆カフェ）」がオープンする予定だ。

Yesterday, for the "Spring Valley Brewery Tokyo" isThis directionIn since the article introduction, please visit together. Today, I think I would like to introduce more information about the "Fred Segal" of Japan's first landing, which accounts for 2 to 4 Building.

さて、フレッド・シーガルというブランドをご存知の方はどのくらいいるだろうか？　

1961, in shops of the long-established was founded in Melrose Street LA, also has many fans in Hollywood celebrity. In the Japanese market, but popular "Ron Herman" has preceded same as boutiques from LA, holding a shop next to each other in the local Melrose, it is known as a brand that symbolizes the California each other.
So, long-established brand with its founding more than 50 years of history, I wonder why as the first overseas store openings destination other than the United States chose the "Daikanyama"? Nor Omotesando in Aoyama.

Ahead of the open, Japan was Paul Blum's Fred Segal CEO is "Daikanyama is very beautiful environment, it still the most important reason is a residential area. We Fred Segal is" Neighborhood called the store ", have a shop that get to come to comfort the people of the neighborhood to the concept. Daikanyama think the perfect place for it. in addition there is a nice small shops and restaurants, cafes a lot, the community we also I want to be a part "of. Yet the city also, the life of the inhabitants can be familiar feel, it seems to me to feel the charm in Daikanyama with such local one side.
In the kitchen car of Fred Segal of the out-of-store, make food and wine, such as hot dogs, the sales of soft drinks.

Product development, even while keeping the taste of Fred Segal, an emphasis on "Made-for-Japan", "localization", will give priority to Japanese taste. To appeal that it is a place of relaxation and "I want to spend in the sense that came to play in the house of a friend" (Paul).

In the same space, Fred Segal is running a three buildings (floor space 220 square meters), continue to represent a free and unique view of the world of the American West Coast. First, Building 2, which meet in the first walk from the entrance of Daikanyama Station side, food market "THE MART AT FRED SEGAL (The mat at Fred Segal)" Fred Segal is to select the deployment. West coast of diet and tell the style hood is an advanced area of organic and raw food, deal with, such as household goods.

Introspection of Camden's Blue donut. White the keynote to the tricolor color of the line features.

Among them, attention, donut shop, which boasts a popular Portland "CAMDEN'S BLUE DONUTS (Camden's Blue donut)" is opened in the form of a shop-in-shop. Camden's blue of features aimed at "adult donut", in addition to the "food" and "homemade" such as organic, stick to flavor to put on top of the donut. Mica Camden's founder is referred to as the "draw inspiration from Robuchon of French cuisine", it spurs also to flavor of the research.
When open, "Cointreau cream brulee" (380 yen) and that has the popular high Cointreau syrup in the United States, kneaded the apple and raisins "hard apple cider fritters" (380 yen), "blueberry bourbon basil Ring" ( align the 380 yen), such as eight. As Japan original products, such as prepared using the finest of Uji Matcha "green tea cake" (350 yen), continue to focus on local ingredients.
First) Camden's Blue donut founder Keiti Pope said from the right, second from right) Fred Segal Chief Executive Officer Mr. Paul Blum, fourth from the right) Camden Mr.'s Blue donut founder Micah Camden

Building 3, including the ladies apparel, cosmetics, dealing with the life style goods "Fred Segal WOMAN (Fred Segal Woman)". To "Precious moment for myself (secretly luxury)," the theme, powerful to live that proposes a lifestyle that was currently focused on women.
April 17 as an open memorial than (gold), MOLISKINE (Moleskine) and notes that Fred Segal has been collaboration (2,800 yen tax), PORTER (Porter) and the knapsack was collaboration (18,500 yen excluding tax), "Travel Set" the limited release (10,000 yen excluding tax).
4 Building, the adult men's apparel and hobbies, miscellaneous goods and dealing "Fred Segal MAN (Fred Segal Man)".
"Filling the needs and lifestyle of men with curiosity (meet the needs and lifestyle of a curious adult male)" mode on the concept, street, vintage, from the category of culture, etc., the Fred Segal own style go outbound to. In the back of the building the second floor there is a open roof terrace, it is used as a rest and relaxation spot.
April 17 as an open memorial than (gold), a collaboration with the British Royal Warrant of the Shoemaker "Tricker's (Tricker)", Fred Segal limited shoes (83,000 yen excluding tax, two colors of Turin call / black), " TANNER GOODS (tanneries goods) "and of selling collaboration was Fred Segal bespoke color of the coin case (7,400 yen tax).

In addition, the log load Daikanyama, people gather comfortably, seen often caught that can relax.
In the middle of the walking paths, benches and using natural materials, dotted with rounded large stones to become a little want to sit in the shade of a tree. Devise also be multiplied by the waist to the slope such as the stroller is Korasa.
Rather than the artificial landscape and planting too create, feel the natural flavor. The tree of the left photo, mantis egg was attached firmly. The other soon, will be praying mantis of the children of Daikanyama born to hatch.
Such as the "Silicon Valley", "third-wave coffee," "Portland", why are we, I wonder would longing to so much West Coast lifestyle. Among the "mountain" of Daikanyama, I want you to come feel the refreshing breeze and the smell of the West Coast. In addition, each facility and cottage-style made of natural materials, if undergone a change in every planting of walking paths that go through the time, how to deepen the flavor, we want to continue to be seen now.