The Conveni: The Tokyo Mini-Market That Revolutionized Retail with Streetwear in Fridges

The Conveni, a unique concept store in Tokyo, initially appeared to be a traditional grocery store, but with a twist: it offered clothing, accessories, and souvenirs instead of typical groceries.

Created by the internationally acclaimed designer Hiroshi Fujiwara, often referred to as the godfather of streetwear, The Conveni boldly stocked its fridges and shelves with t-shirts, bags, bottles of water, and 'Conveni'-branded mugs. It also featured collectible Japanese toys like Be@rbricks, known for collaborations with Chanel and Swarovski, alongside items from Fujiwara's own brand, Fragment Design. This store followed the innovative footsteps of Park-Ing Ginza, a multi-floor boutique/café/record shop in a car park, also a Fujiwara creation.

Operating as a pop-up project, The Conveni was set to close along with its host, the Ginza Sony Park, an underground leisure space. The store enjoyed a successful two-year run before closing in late September 2020.

Following its closure, The Conveni transitioned to a series of global pop-up shops. Known for exclusive collaborations with brands like Off-White™, PEACEMINUSONE, and Vogue, The Conveni was managed by ADAM ET ROPÉ's parent company, JUN, and designed by architect Nobuo Araki to mimic a Japanese convenience store, complete with snack-inspired packaging.

The closure was pre-planned and unrelated to the coronavirus pandemic, coinciding with the scheduled strategy.