BEAMS T is a T-shirt label developed by BEAMS, based on the concept of “Art for Everyday,” which expresses artistic graphics using the T-shirt as a canvas. Wonderwall®︎ has overseen the interior design of “BEAMS T Harajuku” since its opening in 2002, and carried out the store’s first major update in October 2024, 21 years later.
At the time of the store’s opening, the interior was designed as a space where an artist might exhibit their work in their own studio. A motorized T-shirt display traveled along tracks inside sterile glass cases, creating an experience akin to viewing an art exhibition. This not only allowed dozens of T-shirts to move past viewers like works of art, but also drew the attention of pedestrians and invited them naturally into the space. The design encouraged visitors to select T-shirts as art pieces and enjoy the act of bringing them into their everyday lives.
The 2024 update preserved the store’s original framework while introducing a new meeting space to encourage interaction with the community and designers. The space was refreshed using mortar for the flooring, steel for the counter, and wood for the back counter, resulting in a more open, gallery-like environment. Even within Tokyo’s ever-changing retail landscape, BEAMS T Harajuku continues to stand out as a distinctive local landmark.
