Reporting on a One-Day Event at Theory Aoyama Store

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Aoyama Store's 1st Anniversary Event

An Event Full of "Tricks"

Theory, the New York brand that continues to deliver simple designs reflecting the times with the concept of "new basics." On August 24th (Friday), an anniversary event was held at the Theory Aoyama store to celebrate its first year since reopening. The first floor, themed "white," and the second floor, themed "black." Each floor delighted guests with a different approach.

Photographs by OZAKI MakotoText by KASE Tomoshige (OPENERS)

The bright first floor featured a shop-in-shop. The second floor...

Theory, the casual brand from New York that has been supported by a wide range of generations since its launch in Japan in 1998. On August 24th (Friday), the day the flagship Aoyama store celebrated its first anniversary since relocating and reopening, a special event was held at the store.

The first floor, themed "white," featured three corners. First, a booth where guests could have their chosen T-shirts (¥1,500) or tote bags (¥1,000) printed with their preferred silkscreen design. The heart motif, created for the 1st anniversary, was printed in various colors and sizes. While it took a little time to dry, guests enjoyed their time as they ordered their own original items and waited for them to be completed.

Next, a variety of merchandise featuring the "I LOVE THEORY" design was available, exclusively for the 1st anniversary. Items such as stickers, mugs, ballpoint pens, mirrors, and badges were offered, delighting Theory fans.

And third, organic vegetables were on sale. Inspired by Chelsea Market in NY, a colorful array of uniquely shaped vegetables was displayed. Varieties such as tomato berries, butternut squash, and Rosa Bianca (a type of cucumber) grown in Hokkaido, Nara, and Gifu were available. This booth was quite popular, and many guests purchased the vibrantly colored vegetables.

Meanwhile, upon ascending to the second floor, themed "black," guests were handed penlights, hinting at a "trick" to come. When the black curtain was opened, the room was plunged into darkness! As guests held their penlights, they discovered that among the mannequins in the center, one was actually a live model. Looking around, several models dressed in Theory clothing were "placed" throughout the space.

While initially surprising, the darkness became quite comfortable once guests adjusted. Magicians were also stationed on the second floor (!), performing card tricks upon request. This was also very popular with guests, and exclamations of surprise and delight echoed in the darkness.

The Theory Aoyama store's 1st anniversary event featured contrasting concepts on the first and second floors. Guests who experienced this summer night full of tricks left with satisfied expressions, seemingly reluctant to depart.