HBX, Hypebeast’s online e-commerce destination, brings Japanese prevailing brand THE CONVENI to Hong Kong with a “store-in-store” pop-up. This concept was launched with an exclusive VIP and media preview on 19 July 2019, and the store will be open to the public until 31 July.
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THE CONVENI is a Japanese concept store created by Hiroshi Fujiwara in 2018, inspired by everyday convenience store products and designed with a Japanese aesthetic. The result is a series of ready-to-go fashion and lifestyle products, packaged to parody authentic grocery items stocked in every convenience store in Japan.
There is a series of previously sold-out items, including the most sought-out “the fruits of the loom” tee, raincoats, caps, pouches, and stationery, in addition to the HBX exclusive collaboration tee.
To manifest its exceptional concept, HBX has curated a “store-in-store” interior space for its pop-up, revealing a careful juxtaposition of both THE CONVENI and HBX’s aesthetics. Customers stepping into the store will find a refined convenience store-themed space that showcases THE CONVENI’s collection in refrigerators and on market racks. The experience elevates inside HBX’s “real’ retail space, gradually unveiling layers of visual excitement as well as a brand-new shopping experience.
THE CONVENI team is delighted to collaborate with HBX and HYPEBEAST to acknowledge their influential status in the fashion industry. The team claimed that the Hong Kong pop-up store features a design concept that originated from the big fridge in Fujiwara’s “retaW” store in Harajuku, inspired by the refrigerators that display cold drinks in a convenience store.
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Having received positive feedback from the pop-up store in Ginza, the team is now planning to launch more pop-up stores both in Japan and overseas, with Hong Kong as the first step.