More Than Just Shibuya & Harajuku: Discover Japan’s Sneaker Culture at atmos Sendagaya

• Table of Contents
• What is atmos?
• Atmos Sendagaya: From Japan to the World
• Previous concept stores that atmos has worked on
• Access to atmos Sendagaya
• Towards a world-class sneaker boutique

What is atmos?

Atmos has been leading the Japanese sneaker scene.

The company was founded in 1997, when sneakers were becoming increasingly popular in Japan.

Those who knew the sneaker scene at that time and those who are now interested in sneakers have probably heard of the name atmos. (The origin of the word comes from atmosphere, which means air.)

This year marks the 25th anniversary since the store first opened as atomos in 2000.

We will continue to strive to spread sneaker culture to the Japanese sneaker scene and the world. We currently operate 31 stores in Japan and 12 stores overseas.

There are also concept stores such as ATAD and TOKYO23 that fans will love.

If you want to know more about atmos, please read this article.

Atmos Sendagaya: From Japan to the World

atmos SENDAGAYA

151-0051 3-16-9 Sendagaya, Shibuya-ku, Tokyo

atmos Sendagaya store / Sneaker select shop

The atmos Sendagaya store underwent a major renovation last year.

Aiming to be an unprecedented sneaker boutique, it has evolved from Japan into a shop that is on par with the best in the world.

Deep Tokyo (Media)

The concept is a temple lodge

"History" is essential when talking about atmos and sneakers.

As one person said, "the future lies in the past," and there is much to learn from history.

It is atmos' mission to preserve that history for future generations, and in order to convey the history and future of sneakers, they focus on "terakoya" (temple schools) that flourished during the Edo period.

Originally established as a place to teach children how to read, write and do arithmetic, the store now offers new "experiences" beyond just slipping on sneakers, with apparel shows and talk shows also taking place.

Store design that values community

It is no exaggeration to say that the history of sneakers has been woven by many "people."

Sneaker culture took root as people gathered there talked to each other using "sneakers" as their common language, forming a community.

Connections between people are extremely important in cultural development, and this shop makes the most of the unique features of the atmos Sendagaya store, which consists of two floors.

There is a cafe on the first floor, and a flexible space on the second floor where talk shows and events can be held.

A unique sneaker boutique where you can enjoy coffee and donuts

The first floor is a spacious space that resembles a tea room.

The cafe corner will feature "LATTEST" and "The Little BAKERY Tokyo," where you can enjoy coffee and donuts while admiring the sneakers.

The unique space, which is the shop's second most obvious face after the exterior, is spacious and provides an opportunity for customers to have lively conversations with each other.

Because interaction is an essential part of the concept, we have created a new type of floor that is unlike any other store.

Zoning centered on sales floors and experiences

We have created a versatile space that can be used for events.

Taking advantage of the characteristics of the half mirror, when the mirror is closed, the lighting makes it appear as if the shoes are floating in the mirror.

The full-length mirror can also be used as an installation display.

Previous concept stores that atmos has worked on

Until now, atmos has been livening up the domestic sneaker scene with its unique projects.

As an example, once a year during the New Balance Grey Day celebration, the store is decorated in New Balance colors, putting a lot of effort into sneaker-related projects.

This vibe can be felt in each store, and there are a total of three special stores that are essential to talking about the history of atmos.

Here we introduce three concept stores run by atmos.

TOKYO23

TOKYO 23

Harmony Harajuku 1F, 4-28-21 Jingumae, Shibuya-ku, Tokyo 150-0001

JORDAN BRAND store operated by atmos

A store that sells the classic Air Jordan, which has inspired sneaker lovers around the world.

This store specializes in Jordan, and there is almost every model in the new Jordan series that is released, including the number "23," which is a reference to Michael Jordan's jersey number.

ATAD

A.T.A.D

150-0001 3-22-8 Jingumae, Shibuya-ku, Tokyo

An adidas Originals specialty store operated by atmos

Next up is the unique store "ATAD" which combines adidas and atmos.

" It is a unique store with a different concept on each floor, with the theme of "RETRO & NEW".

The second floor is an archive space, and the basement floor is a community space where adidas lovers and sneakerheads can interact.

atmos BLUE Omotesando

atmos OMOTESANDO

150-0001 Tokyo, Shibuya-ku, Jingumae 4-29-4 Barbizon78

atmos OMOTESANDO / Sneaker select shop

It is no exaggeration to say that this store has dominated the Harajuku sneaker scene.

This resulted in numerous lottery-based queues and must have become a common sight on Omotesando.

With its striking blue exterior stretching from ground up, this is a store that has made atmos history and is one you cannot miss if you visit Harajuku.

Access to atmos Sendagaya

Access by train

・Tokyo Metro Fukutoshin Line: Shibuya Station → Kitasando Station → 3 minutes walk.

・JR Yamanote Line: Shibuya Station → Sendagaya Station → 11 minutes walk.

Towards a world-class sneaker boutique

This year marks the 25th anniversary of atmos, and the new focus for the brand is on preserving Japan's unique sneaker culture for future generations.

Many of today's sneakers are models that reference traditional Japanese crafts and culture, and many of them serve as an opportunity to learn about Japan through what you wear.

Atmos aims to create cool stores that can compete with sneaker boutiques not only in Japan but also around the world, with the Sendagaya store at the core. Come and enjoy the experience that can only be had at atmos.