【FOCUS IT.] Look, touch and feel. BEAMS LIFE Yokohama, a large-scale concept store by BEAMS, has opened.

BEAMS LIFE YOKOHAMA opened on Saturday, November 30 as a new venture for BEAMS, one of Japan's leading select stores. The store, which is a synthesis of the knowledge and know-how cultivated up to now, will offer a wide variety of original content in collaboration with the unique labels and various industries that represent BEAMS and befitting its name, "Life. The store will also feature a wide variety of original content. We went to take a peek at "BEAMS LIFE Yokohama" to find out what it has to offer that will stimulate the five senses and satisfy your curiosity.

Photo_Satoru Tada
Text&Edit_Seiya Kato

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The largest scale entertainment proposal complex store.

BEAMS LIFE Yokohama is a two-story store spanning the first and second floors of Yokohama Moores, a commercial facility located right in front of the west exit of Yokohama Station. The largest of the BEAMS stores, which has led the way as a pioneer of select stores offering unique domestic and international brands and products, will feature a diverse lineup of fashion, sundries, interior goods, music, art, and food products.

The reason we chose to open in Yokohama instead of Tokyo is because we wanted to create a variety of communities in this area first.

Three years ago, he was in charge of the sales department, and he had the idea to open a store where customers can experience the four elements that BEAMS values: fashion, art, culture, and entertainment. This was the impetus for the creation of BEAMS LIFE Yokohama.

The new storefront, which has been introduced as online content, has an area for selling vintage items such as clothes and books, and a dining area, which is unusual for a store complex. The shop complex also has an area for selling vintage items such as Western-style clothing and books, as well as an eating and drinking area, which is unusual for a shop complex.

Keiji Watanabe, General Manager, Customer Engagement Division

I had thought about opening a store in Shinjuku or Shibuya, but it was important to me to see how we would be received in Yokohama, a local city. There are many good local companies and many good customers, and I thought it would be worth the challenge. What makes this store different from conventional stores is the use of neon tubes for each section. And this is the first time that we have so firmly expressed the label's colors in a store complex. I would be happy if people could get a sense of the world of each of these labels and experience the breadth of what BEAMS expresses, the depth of each content, and the charm of the staff who work here themselves.

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Embodies the new vision and values of BEAMS.

Before actually walking around the store, I would like to introduce one more important topic: the new vision of "Happy Life Solution Communities" for the 50th anniversary of the founding of BEAMS, which will be celebrated in February 2026. Communities" and the four values that set forth the guiding principles of the company's actions.

It represents the company's commitment to creating a bright and fun social phenomenon and aiming for a community where all people can be happy, and was completely renewed on November 19 (Tuesday).Corporate SitePlease also check out the message from Hiroshi Shitara, Representative Director, at

Now, let's take a closer look at the new BEAMS stores that embody our renewed vision and values. Let's take a closer look at the new BEAMS stores that embody our renewed vision and values.

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BEAMS

Let's start with "BEAMS". It has the largest sales floor of all the stores in the complex, and is packed with this season's inline items, as well as a restock of popular special-order items from the past, and Tadayuki Kato's "SSZ" line.

All are expected to sell out early.

In one corner, there is an outdoor corner, where you will find collaboration items by "Picture Organic Clothing," a sustainable outdoor brand from France, and "LA SPORTIVA," an eco-friendly manufacturing company. The collaboration items are now available in Japan. The items are only available in Japan at BEAMS LIFE Yokohama.

While monotone, black-based clothing in the outdoor field is considered a trend, a wide variety of coloring items with a classic atmosphere have been picked up, so if you are interested, please take a peek.

Yuichi Furuya, Director, Outdoor Corner

The theme of this room is "adult garage life. The SSZ section is next door, so it's like a garage outside of that room. It's an outdoor space, but I don't want it to be too much like a camp, so I've selected items that can be used for the outdoor activities I like, with an emphasis on clothes. I also want to expand into music and bicycles, and I plan to change the lineup each season, so I hope people who visit the store will enjoy the items.

BEAMS PLUS

Next is BEAMS PLUS, which has its roots in the U.S. and is based on the concept of "genuine men's clothing that can be worn for many years and never get old. The space fully expresses the authentic style pursued by the label.

Of particular note is the first collaboration collection with "Palace Skateboard," which was released in October to much acclaim. The items, which are arranged to match the old American style with today's mood, are a must-have.

Collaboration collection by "Palace Skateboards" and "BEAMS PLUS

To commemorate the opening, the staff of BEAMS PLUS stands in the store wearing staff jackets specially ordered with ENGINEERED GARMENTS, with whom they have a close relationship.

BEAMS JAPAN / fennica

The BEAMS JAPAN section of the store features unique items that remind visitors of Japanese culture, such as small items and sundries that can be bought as souvenirs, and folk art and interior goods that enrich people's lives.

From "fennica," which aims to bridge the gap between design and craft and proposes lifestyles from a unique perspective, the works of Satomi Miyano, a Tokyo-based artist, make their first appearance. The warm and welcoming look of her works will surely bring brightness to your space just by displaying them.

Artek, a representative of Scandinavian modernism, is also available at existing stores, but "BEAMS LIFE Yokohama" has selected the brightly colored "Stool 60". The store will also offer an order service that allows customers to choose their favorite color from a wide range of variations.

Yuri Kikuchi, director of Fenica

The Fenica section is not a clothing line, but rather a selection of lifestyle items. The colors used to be mostly basic, but this store has a wide selection of bright colors, including blue, which reminds me of Yokohama. We also offer an order service where customers can choose their favorite color from a selection of samples to match their taste or other interior decorations.

BEAMS CULTUART

BEAMS CULTUART" is a project that unites the cultural areas of BEAMS, such as art, entertainment and design, and promotes them globally. As this is the first store of its kind, the store is filled with attention to detail and fully expresses what we have built up to date.

The store is also adjacent to the "BEAMS T" section, which features "TOKYO CULTUART by BEAMS," launched in 2008, as well as collaborations with various artists. The works selected from a global perspective, focusing on art and design rather than clothing, are truly a sight to behold.

In the center of the sales floor, you will find the products handled by the Paris-based PERROTIN. This is a world-renowned contemporary art gallery with a large number of international artists, but it is not an easy place to visit, so be sure not to miss it.

Haruyuki Suzuki, Project Manager at BEAMS CULTUART

We are able to open an independent store for the first time, and we have selected works by various artists from Japan and abroad to express the world view of "BEAMS CULTUART". One of the features of the store is that it is not product-centered, but rather is developed in such a way that the multiples and works of art can be seen, with an emphasis on attracting people through culture consciousness rather than fashion. For the opening, we asked Mr. Reijiro Yagi to design a poster, and he was extremely particular about this as well. He used a technique called offset printing, but he made his own adjustments to the printing, so that each of the colors is printed in random tones. I would be happy if we could convey the appeal of BEAMS to the world through art, which is the label's focus."

bPr BEAMS

bPr BEAMS offers "BASIC & EXCITING," the origin of BEAMS, in lifestyle goods and interior goods carefully selected from around the world. Original items that give shape to "what it would be nice to have" and stuffed animals and objects with eye-catching pop designs are of interest, but what stands out from the crowd are the items from Samuel Smalls, a vintage select store in Korea that is attracting attention around the world. Samuel Smalls, a Korean vintage select shop that is attracting worldwide attention.

In addition to affordable items that can be used as business cards, such as caps, charging cables, and mirrors with magnets, which were created through a special order project by the two companies, the lineup is typical of "Samuel Smalls," which upcycles vintage posters.

Shingo Yamaguchi, director of bPr Beams

The lineup changes depending on the season, but right now we are mainly buying products from Europe and the United States. I would also like to introduce the most important topic, which is Samuel Smalls. While many Korean stores carefully display their products in a clean space with a white base color, Samuel Smalls is similar to a second-hand clothing store. I got the impression that they let customers enjoy shopping in the same way as if they were looking for treasures. This store follows that same mindset, offering items at prices that make it easy for even the uninitiated to buy."

BEAMS F

BEAMS F, one of the best men's dress labels at BEAMS, offers a wide range of high quality items that have been updated so that people of today can easily enjoy "classic European style. A glass-enclosed order salon is located in the back of the store, so those who wear suits every day can have their own special piece tailored by the experienced staff.

And following the opening of the first store in Harajuku, Tokyo, in 2021, the second store, Beams Studio, is now open for business. It generally takes about a week to fix a suit, but here, it is surprising that the service can be done in as little as two to three days.

It is a man's nature to want a nice watch once he has a suit, dress shoes, and tie. Another major attraction of the BEAMS F section is that it also carries items from ANTIQURIOUS, a vintage dress watch specialty store in Ginza.

B seal MARKET

The "B-Jin Market" is the first "BEAMS" store to focus on food. The "B-Jin Market" is the first "B-Jin" retail area for "BEAMS" that focuses on "food." The "B-Jin" staff selects "food" items that they seriously recommend according to the season without narrowing down the genre, so you can experience the change of the season by peeking in here.

Not only is there a community space where you can eat and drink from a wide selection of natural wines, craft beers, and original snacks, but you can even take out from the street facing outside.

The limited time offerings of "Sanjuugo Milli (35MM)" will also add to the "BEAMS LIFE Yokohama" opening.

The collaboration cookies are sold in a tin of orange, the corporate color, and the flavor is the very popular Caramel & Spice.

Cookies from "SANJUGOMILLI" × 〈BEAMS〉.

Then there are the steamed meat buns, conceived in collaboration with "Shigenro," a long-established Shanghai restaurant in Yokohama's Chinatown. As usual, the use of orange dough is also a limited edition.

Steamed meat buns from "Shigenro" × 〈B印マーケット〉.

Hitomi Ito, food buyer at B Markets

We pick up a variety of really tasty and interesting foods according to the season. In the community space, considering the characteristics of the city of Yokohama, we are aiming to create a space that can be easily used by people who want to grab a light meal with a drink in hand or just have one more drink. At the time of opening, we basically buy most of our products, but in the future we hope to communicate with producers and work together to create not only the packaging but also the taste of the products.

Used Clothing, Used Books

In this space, personal belongings of "BEAMS" staff and vintage items from "Mr. Clean," a vintage clothing store in Tomigaya, are sold for a limited time. It was born out of the idea, typical of "BEAMS," of mixing existing labels with vintage clothing to encourage people to enjoy fashion more.

The theme of the store changes regularly, and the merchandise is also said to be changed completely, so there is a possibility that you may come across an extraordinary treasure if you visit the store often enough. It is a must-see for vintage clothing lovers.

Also in the same area is the booth of "magnif," a used bookstore in Jimbocho. The booth is a must-see for secondhand book lovers, displaying a plethora of fashion-themed magazines and books.

Books that have been produced by BEAMS are also on display, so be sure to check them out as well.

STARBUCKS

BEAMS and Starbucks have deepened their friendship since their collaboration in 2017, and the second Starbucks store, which was released in 2024, sold out in no time and attracted a lot of attention. The Starbucks store has also opened on the second floor.

This is the first attempt in Japan to use neon tubes for signage, and they also play a role in accentuating the cleanliness of the space.

The collaboration items were previously sold only on the Starbucks online store, but with the opening of BEAMS LIFE Yokohama, the first collaboration items released by BEAMS + STARBUCKS in 2023 will be available for purchase. The items were restocked in a space adjacent to the "Starbucks" store and are now available for purchase.

Collaboration items from BEAMS + STARBUCKS

Producer Sei Yoshii

We decided to open this space in order to provide new values and experiences. We are grateful to be working with Starbucks, and we hope to utilize this space not only to serve coffee and display their products, but also to hold events that can only be possible with the cooperation of both Starbucks and Starbucks. We have a list of items that have been well received that will be available for purchase here, so please come visit us when you have time.

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BEAMS LIFE Yokohama is a familiar store for locals and a new tourist attraction for those who live far away. In this age when online shopping is becoming the mainstream, there are not many stores that offer the joy and pleasure that can only be experienced in a physical store.

If you have time during the year-end and New Year holidays, why not visit the store? You will surely feel "happy" when you leave the store.