Tokyo’s Farmshop marries food and fashion on a whole new level
By WGSN Insider

Tokyo’s foodie scene is flourishing- get to know the latest restaurant on the block, says WGSN Tokyo Correspondent Darren Gore.

Apr 12, 2016
/

10 photos
Like

Fashion firms’ growing hunger to get involved in culinary enterprises has been well-documented by WGSN.

The trend is particularly visible in Japan, where the likes of Beams and Tomorrowland are bringing established overseas dining brands to the country, as well as establishing high-concept original eateries. And recent Tokyo arrival Farmshop is perhaps the most impressive example yet.

farmshop-tokyo-00009

 

Owner of domestic labels and brands Baycrew’s (responsible for Journal Standard among other names) has partnered with the acclaimed California farm-to-table restaurant to open its debut Japanese branch, in Tokyo’s increasingly vibrant Futako Tamagawa district.

Farmshop

Marronnier Court 1F, Tamagawa Takashimaya S.C., 2-27-5 Tamagawa, Setagaya-ku, Tokyo

81 (0)3 5491 7737

http://farmshop.jp

 

Here are three reasons it has won us (alongside hordes of locals) over:

futako-tamagawa-rise-00002

1. Interior design has been entrusted to L.A. practice Commune, which as well as Farmshop’s hometown branches has created stunning locations for Opening Ceremony, Ace Hotel and Oliver Peoples. Rather than replicate the stateside restaurants however, Commune has conceived a space, making strong use of blown-up monochrome photographs, that conjures up both Californian and Japanese ideals of nature, while maintaining the “high casual” balance of refinement and relaxedness that is Farmshop’s signature.

farmshop-tokyo-00005

farmshop-tokyo-00002

Similarly, a menu rich in organic and artisan-produced ingredients (pastries, pastrami sandwiches and salads in the day; rib-eye steak and roast chicken at dinner) emphasizes the notion (traditionally very familiar to the Japanese) of a harmonious coexistence with nature.

 

farmshop-tokyo-00010

farmshop-tokyo-00011

2. Farmshop is one of the finishing touches to the swift transformation of Futako Tamagawa (11 mins by train from Shibuya) from sleepy suburb into retail hotspot. Under the banner of Futako Tamagawa Rise, and with work finally completed in November 2015, architect Conran & Partners has given 20 hectares of the riverside area a makeover that while sleekly modern plays up the fact that the location is where city living borders nature. Commune’s design of Farmshop makes similar use of this aspect, as does a nearby flagship from outdoors brand The North Face. Any domestic brand worthy of ‘household name’ status now has a presence in Futako Tamagawa.

futako-tamagawa-rise-00001

 

3. The collab products expected of a major food-fashion crossover are present and correct: a special Farmshop edition of the popular market bag from socially-conscious label Apolis is on sale in the in-house grocery store, along with a playfully functional line of bags from Japan’s Vegie BAG. These simple, hardy totes and backpacks all feature dedicated pockets for vegetables of various shapes and sizes.

vegie-bag

farmshop-tokyo-00012 farmshop-tokyo-00008

Japan’s fashion-food love-in continues meanwhile, with the news that fashion-forward department store Isetan is to form a new venture aimed at bringing Western dining brands to the Japanese market, and Baycrew’s about to open a Tokyo transplant of Shoreditch London café Franze & Evans.

Like this? Love Travel? Follow WGSN Contributor and Tokyo Corespondent Darren Gore on Instagram here.

ALWAYS TRAVELLING? Discover the coolest neighbourhoods, must-see stores and best hotels, restaurants and inspiration spots with our incredible City-By-City guides.


Tokyo's Farmshop marries food and fashion on a whole new level
0 comments

Name
Please enter a valid name
Please enter a valid name
Email
Please enter a valid email address
Please enter a valid email address
Website
Please enter a valid website
Please enter a valid website
Add a comment...
Please enter a valid comment


Subscribe to WGSN

StreetsBanner
Request a demo to see WGSN for yourself.

Related stories

2 min
Colombia 101: The Breathtaking Art of Medellín

7 photos
Ryan McGinley's Body Loud! exhibition in Tokyo is a must-visit

10 photos
WGSN picks the top Milan fashion week style spots

13 photos
Zakka: A new art exhibition looks at retail goods in Japan

9 photos
LFW hangouts: How to eat, drink and see London in style