DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.04.26
PRGinza—a district where cutting-edge trends coexist with Japanese traditions. In the heart of this internationally bustling neighborhood, casual brand "GLOBAL WORK " has opened its first global flagship store, "GLOBAL WORK GINZA ." The shop's guiding concept is "Connect," with a store design that emphasizes "connections" with an eye toward both international and domestic customers. This article explores how this concept of "connection" is expressed through the store's layout, interior design, and merchandise offerings.
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"GLOBAL WORK GINZA" is located in a prime spot in Ginza's Marronnier Street, inside Marronnier Gate Ginza 3—truly the heart of Ginza. While "GLOBAL WORK" has traditionally established stores in suburban shopping malls catering to weekend family shoppers and housewives, this urban flagship store represents a distinct departure. Why choose Ginza? The location embodies the brand's future vision and aspirations.
"First, we had discussions about actively expanding into prime locations with potential for domestic growth. Particularly in expanding into urban areas where we hadn't previously had stores, we wanted to actively challenge ourselves internationally as a brand going forward. However, attempting to enter overseas markets with zero brand recognition would be challenging. In this sense, having a flagship store in Ginza, which serves as a hub for international visitors, carries tremendous significance. By establishing a shop in a location frequented by fashion-conscious international visitors, we hoped they would recognize us as 'that brand with the store in Ginza' when they return home," explains Etsuko Suga, PR/International Promotion Leader.
Ginza, lined with flagship stores of luxury brands, is recognized worldwide as a "sophisticated Tokyo district." It attracts international visitors with a deep appreciation for cultural experiences. Having a prominent flagship store here makes a powerful brand statement to a global audience.
"A distinctive feature of our shop is the large signage visible from the outside. The area just inside the entrance is called the 'CONNECT SPACE,' where our brand statement 'Live together' flows in various world languages across walls that stretch up to the ceiling," shares Tatsuko Yanagawa, Brand Press representative.
Since the entrance to "GLOBAL WORK GINZA" is set slightly back, it might not be immediately apparent what kind of shop it is from the outside. To address this, the large signage displaying the statement in multiple languages helps capture the interest of passersby, creating a welcoming atmosphere.
To the left of the CONNECT SPACE lies "GLOBAL WORK GINZA"—the Japan Content Corner, which features diverse collaborations that change with the seasons. During our visit, the shelves were adorned with paper lanterns and noren curtains, alongside T-shirts and tote bags featuring designs inspired by Japanese cuisine, such as sushi, as well as everyday Japanese scenes and landscapes. This space offers an authentic taste of Japanese culture, with the added benefit of exclusive Japanese souvenirs.
Souvenir goods featuring designs inspired by iconic Japanese food menus and scenery. The unique designs catch the eye.
Further inside, visitors will find the REST SPACE featuring vending machines."Vending machines themselves are seen as uniquely Japanese by international visitors. Currently, we're featuring music T-shirts from 'GOOD ROCK SPEED,' a graphic cut-and-sew brand embodying 'new vintage' style. These vending machines are exclusive to our Ginza store," Kan explains.
T-shirts featuring The Beatles and GREEN DAY are available for purchase. The vending machine supports multiple languages.
In one corner of the Japan Content event space, a collaboration with "DEEPTOKYO magazine" was underway.
During our visit, a triple collaboration between "DEEPTOKYO magazine" (which focuses on "sharing Japanese culture from Tokyo"), photographer Nobuki Kawaharazaki, and "GLOBAL WORK GINZA" featured photo T-shirts and tote bags showcasing Tokyo’s scenery. The corner also displayed photographs of Ginza's cityscape, presenting the concept through an artistic lens. Furthermore, the store collaborated with the Ginza district itself, creating an original "GINZA MAP" with the cooperation of historic and traditional "famous establishments." The reverse side features photographs taken by Kawaharazaki, with links to "DEEPTOKYO magazine" articles.
This initiative, which allows visitors to experience Japanese culture throughout the corner and connects to the world through media from "GLOBAL WORK GINZA," perfectly embodies the store's "Connect" concept.
Items featuring "Tokyo scenery" photographed by Nobuki Kawaharazaki. The "katakana logo" of "DEEPTOKYO magazine" catches the eye of international visitors.
The "GINZA MAP" introducing Ginza's famous establishments is popular as a souvenir for international visitors. *Available at the Japan Content Corner (while supplies last)
Postcards featuring Ginza's long-established shops (Rengatei, Ginza Kimuraya, Ginza Lupin , CRAFT SHOP GINZA TAKUMI, Ginza Kikusui, Ginza Natsuno, ZAKURO Ginza) adorn the store. These link to articles in "DEEPTOKYO magazine."
"DEEPTOKYOmagazine" booklets and stickers are also distributed for free, proving this corner is media in itself. *Available at the Japan Content Corner (while supplies last)
Every aspect of "GLOBAL WORK GINZA," from its floor layout and interior ambiance to the Japan Content corner, communicates the shop's "Connect" concept. While Ginza itself connects Tokyo to the world, this store at its center serves as a cultural crossroads, creating bidirectional connections between people from around the world, the brand, and Japanese culture and art.
