poweredby.tokyo collaborated with iconic Japanese fashion imprint BEAMS and London-based luxury retailer Harvey Nichols to produce and direct a high-concept, six-week pop-up shop at Harvey Nichols’ London location as part of BEAMS’ historic expansion to the UK market.
BEAMS has been at the forefront of Tokyo cool for 40 years strong, from humble beginnings in Harajuku, Japan, to now commanding a presence of 140 locations around the world and Harvey Nichols is an iconic London-based luxury retailer steeped in heritage.
Together, these two fashion leaders decided to collaborate to create a campaign that highlights the concept of “Tokyojin” to the rest of the world.
This production included a five-part video series of TOKYOJIN stories that were released on the Project 109 Hub and BEAMS websites and social media. Four short stories each feature distinct areas of Tokyo — Harajuku and Shibuya, Nakameguro and Daikanyama, Shinjuku and Yanaka, Ginza and Aoyama — and four distinct individuals.
They all come together in the final story, portraying that collectively, they are Tokyo.
Tokyo is arguably the most diverse city in the world in terms of districts, wards, and neighborhoods. The city is very tribal in nature, with each area having its unique charm in regards to fashion and style and a proud allegiance from its residents. It’s this sartorial diversity that makes Tokyo unique.
We chose four different areas and four different residents from far reaching corners of the city and styled them according to each respective neighborhood to drive home this diversity.
TOKYOJIN STORY PART I - NAKAMEGURO / DAIKANYAMA
A tranquil haven for the laid-back, creative set famous for its tree-lined river, independent boutiques, and terrace cafes. This tranquility creates a soothing balance as the urban landscape changes with the seasons, along with the mood of its residents.
Your heart rests here, wholly and peacefully. One feels equally removed from the city as they do part of it. It’s Tokyo’s urban oasis, timeless and pure.
The more I explore, the more new landscapes are revealed.
The seasons bring different atmospheres to the urban environment.
TOKYOJIN STORY PART II - SHINJUKU / YANAKA
Old town. It’s Tokyo frozen in time. While the rest of Tokyo changes by the day, Shinjuku and Yanaka are time capsules imbued with a mystifying narcotic essence.
They’re still here, in their primary colours, stubborn and lived in.
It feels like you're discovering something that nobody else has seen.
TOKYOJIN STORY PART III - HARAJUKU / SHIBUYA
The birthplace of street fashion as we know it today.
A place where one can become anyone as long as that someone is bold, fearless, and treats fashion as an expression and extension of their own attitude and personality.
Since the city is so crowded and chaotic, anything can happen and everything is accepted.
TOKYOJIN STORY PART IV - GINZA / AOYAMA
The glitz, the glamour, it’s all a facade.
Behind it all lies a deep history and legacy of craftsmanship and dedicated artisans. The Japanese have a different understanding of luxury. The ‘brand as badge’ mentality doesn’t hold much value. When it comes to luxury, it’s just as much about where it’s from, as who it’s for.
The glamour of the main streets and the traditional sensibilities of the back streets.
The people here make for a unique contrast of yin and yang.
Produced by poweredby.tokyo
Director / DOP : Artem Skiy
Executive Producer: Chace Fedor
Creative Director: Chace Fedor
Producer: Asako Tomotani
Sound Engineer: Thomas C Deane
Hair & Makeup: Tomomi Fukuchi
B Camera: Joël Cruz
Photographer: Jonathon Smith
Editorial Design - Julie Guillot