Stop by Tokyo’s first Fender flagship store for a ham sandwich

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These sandwiches have good action.

Earlier this year, we broke the news that the guitar brand was opening its first flagship store. fender We will open in Tokyo. It is a large store that sells not only related equipment such as guitars and basses, but also a wide range of household goods and clothing.

finally got it Grand opening in the Harajuku area of ​​Tokyo on June 30So we sent our own Mr. Sato to investigate. As you may know, Mr. Sato himself is something of a musician, and was the bass player in his group of funk-infused alternative rock about 20 years ago.

▼ Even if you didn’t know, now you know!

Mr. Sato visited a few days after the grand opening, just before the store opened that day. He was surprised that people were still lining up to get in. The reporter saw it when he entered. Guitars and basses lined up from basement 1st to basement 3rd floor.

There was also enough space for customers to try out different guitars, which Mr. Sato did not. He hadn’t played in a long time and felt too self-conscious to play at Fender’s flagship store.

But it wasn’t just his nerves. He also felt “hunger”, the constant hunger that all guitarists feel to buy new guitars. At the time, lack of money played a sufficient role in holding him back. He had one of his Thunderbird basses, the same one Pete Way played on his UFO, and it was good enough for him.

▼A 21-year-old Sato playing a Gibson Thunderbird he bought for 170,000 yen second-hand at a festival

But now, even though it may not be the smartest decision financially, he said: can If he wants it, buy him a new one. And if he had fallen into that bona fide six-string harem, he would have been unable to resist hunger.

So Mr. Sato did what he always does when he was hungry and got something to eat! Fortunately, this facility has Fender Cafe powered by Verve Coffee Roasters, where I could buy lunch. It was a small section of the store, but perfect for a quick break from guitar shopping and guitar dodging.

To my surprise, the menu was all written in English only, which was a bit difficult for Mr. Sato, so he had a bit of a hard time. Eventually he broke down in tears and asked the staff: cut? “

It was described as something like a latte, espresso with plenty of warm milk. It looked good, so he bought one of them for 600 yen ($4.19). Boiled ham cheese sandwich 930 yen ($6.50).

Mr. Sato was a little embarrassed to receive a heart latte art at a guitar shop at his age, but the bittersweet blend was very delicious.

The sandwiches were served hot and had an earthy taste that went well with beer.

With a full stomach, Mr. Sato was able to resist the urge to buy a guitar for the rest of the day. To be honest, Fender’s flagship store felt a little easier here because it felt more like a high-end boutique than the kind of guitar store he used to visit. Due to the vast floor space, I couldn’t even hear the familiar sounds of other customers eating noodles.

It was probably for the best. Sato-san was too busy to play much, so the new guitar would be wasted. It’s best to leave him to a young man like him who has a dream of going to outdoor festivals. Perhaps when the reporter is too old to pole dance, he will go back to pole dancing and book the third floor where custom guitars are made.

store information
fender flagship tokyo
Address: Tokyo-to, Shibuya-ku, Jingumae 1-8-10
1-8-10 Jingumae, Shibuya-ku, Tokyo
Business hours: 11:00 am to 8:00 pm
Year-end and New Year holidays

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