The POOL concept store, Aoyama.

Innovative shop fittings are less common these days, as plenty of ideas have been tried and tested around the world.


Although, this new concept store in Aoyama district of Tokyo takes the cake for its creative use of an abandoned pool in a private residential building.

It becomes obvious why the select shop is called the POOL aoyama, as it is located inside a disused pool in a 1970s apartment.


Rather than demolish the interior, the team decided to keep the pool theme alive by making use of its empty pool as its main feature of the store. Hiroshi Fujiwara was appointed to direct the project, thus ensuring plenty of coverage and hype before it opened its doors last Saturday.

Inside, customers can find the POOL aoyama original products, such as bags, apparel, accessories, and even toilet paper, alongside shelves stocking pieces from, and others. Supreme, Undercover, N.Hollywood.

Innovative shop fittings

The POOL Aoyama
Chateau Tokyo Minami Aoyama 1F |
5-12-24 Minami Aoyama, Minato-ku
Tokyo, Japan