Abercrombie & Fitch

Passed by the A & F store in Ginza , Tokyo . At first the loud music emanating from the doorway and the decor gave the impression of a pub. A closer look revealed it was a store :)

Shirtless male models were welcoming visitors . The decibel level inside the building could compete with discos or even a rock concert. The sales staff were a mix of young , athletic looking American and Japanese boys and girls . When the sales staff were not attending to a client there were literally grooving to the music. This seems to be a requirement .

The large murals on the walls were edgy and suggestive . Lighting sharply focused on the clothing stacked from floor to ceiling. The illumination was largely reflection from the lights focused on the clothing and the partly lit floors. (not the best choice of light if one wants to figure how something would look in daylight ). The products looked interesting and well designed for the youth audience. The overall ambience of the store seems to elevate the appeal of the products.

Definitely an unforgettable store. One with sharp focus and appeal for it's target audience. It would not be surprising if it becomes a must visit destination just to experience the unusual environment.

p.s - we watched a janitor on the floor . He was pretty stoic . Grooving to the music was clearly not part of his job description :)