Burton will open the doors of its first Tokyo store to the Japanese snowboard community this weekend. Located in the young, trendy, and style-driven neighborhood of Harajuku, the new Burton Tokyo store will celebrate its grand opening on October 13 & 14 with parties, special guests and the world premiere of the Burton Movie, “For Right or Wrong”.
Stepping off the people-packed streets of Harajuku and into the Burton store feels like taking a snowboard trip to a favorite mountain destination. Designed by Japanese architect Nobuo Araki, the store features powder white floors, walls and fixtures to represent every snowboarder's dream – the perfect powder day, when the world turns white with fresh snow. The first floor, deemed the 'Powder Stash', houses Burton boards, boots and bindings inside a white playground-style fence that entices riders to enter and have fun with the product. Perched above the first-floor Powder Stash is the Lodge where Burton outerwear, apparel and accessories are on hand. Featuring a mix of vintage and new furniture, the Lodge replicates the feel of a modern mountain lodge with warm wood walls, floors, ceilings and fixtures. Select furniture pieces are constructed with wood from the Hokkaido region of Japan where epic snow, tree runs and mountains abound. Up in the Lodge, riders can chill in the Rider Lounge, which is outfitted with laptops, a foosball table, video projector, a team wall and a small 'Cold Room' that replicates winter temperatures for trying on outerwear.
“Our Tokyo store was designed locally and pays homage to the Japanese snowboard scene, which has done so much for our sport and industry,” says Jake Burton, Founder and Chairman of Burton Snowboards. “In line with our objectives, this store will enhance the brand and strengthen our commitment to the riding community in this part of the world.”