[Agenda 302] Famima Park Azabudai, the first flagship store of FamilyMart's new project led by NIGO, has opened
This article explains the opening and strategy of NIGO's new flagship store, Famima Park Azabudai, which was created by creative director NIGO. In this new type of store, traditional convenience features like ATMs have been deliberately placed at the back of the store, while the center features a pop-up corner and an apparel section equipped with fitting rooms, transforming the space into a hub for cultural expression. Based on the philosophy that "the future is in the past", the goal is to provide a brand experience that goes beyond mere consumption through the reinterpretation of nostalgic logos and meticulously developed products. As differentiation from competitors becomes increasingly difficult, the company is using the power of design to evolve Japan's unique convenience store culture into a brand that the world can be proud of. This project, where NIGO's sensibilities align with the company's sense of urgency, is a new attempt to bring exciting discoveries to daily shopping.
Question: Please describe the concrete vision of the "convenience store you'll want to go out of your way to visit" that NIGO is aiming for.
The concrete vision of the "convenience store you'll want to go out of your way to visit" that NIGO is aiming for is showcased at "Famima Park Azabudai" (Minato, Tokyo), the first installment of the "Next FamilyMart Project" led by him as creative director. The concrete image of the store, which has been re-edited from a place that only pursues traditional "convenience" to a place where you can encounter
"fun" and "culture", is primarily reflected in the following features.
1. A spatial composition that hides "convenience" in the back and brings "fun" to the forefront
Isolation of convenient functions: "Convenient functions" such as ATMs, copy machines, self-checkout counters, and microwaves, which are usually near the entrance, have been consolidated at the very back of the sales floor.
Staging of fun: A pop-up corner is set up right in the middle of the store, and cushions shaped like the official character "F" are piled up near the entrance.
Simple interior: There are almost no POP (promotional materials) on the walls or shelves, and the floors and walls are unified in simple colors, creating a space where the presence of the products themselves stands out.
2. Mechanisms to enjoy with the five senses and "small discoveries"
Theme park-like experience: The store's rooftop features lush greenery like a small forest, and logo-shaped benches are installed. Official characters are hidden on outdoor benches, employee uniforms, and among the rooftop plants, providing the fun of searching for "Hidden Mickeys" as you would in a theme park.
Famima Stand: A dedicated stand is installed outside the store where you can purchase coffee or "Famichiki" for takeout without entering the store.
3. Dramatic evolution of the fashion experience
Introduction of fitting rooms and specialized staff: The sales floor for the original clothing line "Convenience Wear" features about 300 items, and is equipped with touch panels for outfit suggestions and specialized staff on hand. Furthermore, in a highly unusual move for a convenience store, one "fitting room" has been provided (available from 9:00 AM to 5:00 PM), allowing customers to carefully consider their favorite pieces.
4. Limited products with a sense of playfulness and attention to detail
Products without explicit descriptions: We are rolling out "Famima-flavored" snacks and Famichiki that offer the fun of imagining the taste without providing any flavor descriptions.
Attention to the texture of details: We have applied special embossed processing to the logo on our boxed tissues to change the texture when held, and are selling "FAMIMA Fuji Mineral Water" in limited-design aluminum bottles—a brand NIGO has used for years—among other efforts to appeal to the five senses.
Reconstruction of past value: Based on NIGO's creative philosophy that "the future is in the past," we have updated the colors of the sun and star symbol mark that FamilyMart once used and revived it as a line of miscellaneous goods.
Question: What kind of taste do "Famima-flavored" snacks make you imagine?
There is intentionally no explanation provided regarding what the "Famima-flavored" snacks or Famichiki actually taste like.
This product incorporates NIGO's playfulness, designed with the concept of "intentionally not explaining the taste, and letting the consumer enjoy the act of imagining it themselves". Therefore, the fun itself is provided by allowing each person who picks it up to freely let their imagination run wild, thinking, "Is this the taste I associate with Famima?"
Question: What is the goal of installing "fitting rooms" in a convenience store?
The goal of installing "fitting rooms" in a convenience store goes beyond mere buzz; it has a clear intention of providing a new shopping experience and enhancing brand value.
Specifically, there are three main goals:
1. To have customers carefully "examine" their favorite piece
The new store features a full-scale sales floor with a lineup of about 300 items from our original clothing brand, "Convenience Wear." By installing a fitting room (available from 9:00 AM to 5:00 PM), we have the practical purpose of allowing users to check the fit and comfort, and "carefully examine their favorite piece" to make a purchase with confidence.
2. To turn the "fashion experience" at a convenience store into "fun"
Until now, clothing at convenience stores was generally positioned as "something you buy out of necessity in an emergency." However, at the new store, by placing specialized staff, touch panels for outfit suggestions, and fitting rooms, our goal is to re-edit the space into a place where you can encounter the "fun" of fashion in your daily life, embodying a "convenience store you want to go out of your way to visit".
3. To break away from the war of attrition over individual items and evolve into a "company chosen for its brand"
FamilyMart has felt a sense of crisis (a war of attrition) that it is becoming difficult to differentiate from competitors by only improving the value of individual items like rice balls or coffee. Therefore, using "Convenience Wear" as a strength that generates destination shopping, we are providing an experience like a full-scale apparel store (installing fitting rooms) as a powerful hook to create brand fans who say, "I'm going because I want those Famima clothes," and evolve into a global brand that we can be proud of worldwide.
Question: Please tell me why NIGO accepted the offer.
The background to NIGO accepting the offer from FamilyMart lies in his strong conviction regarding the unique charm and potential of Japanese convenience stores, as well as a change in his awareness regarding his own creative activities.
Specifically, the following reasons are cited.
Because he felt the potential of Japanese convenience stores as a "culture": NIGO highly valued their worth, stating, "Convenience stores are unique to Japan and are packed with Japanese culture."
The desire to share culture 'from Japan to the world': Although NIGO was heavily influenced by overseas culture in his youth, he now holds a strong desire to 'share things from Japan to the outside world'.
Alignment with FamilyMart's direction: FamilyMart has also set a goal of 'evolving into a global brand that the world can be proud of,' and the convergence of both parties' passionate desire to 'deliver culture originating in Japan to the world' was the deciding factor in his decision to accept the role.
For NIGO, who has always held the unique philosophy that he is 'creating culture rather than just making clothes,' designing a new culture using the infrastructure of a convenience store—which is so closely tied to daily life—was an incredibly attractive challenge.
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