Harajuku

Shopping & Style

2025.10.15

New Multi-Concept Store Creating the Next Wave of Harajuku Culture

V.A.

Official Site

address: 6-1-9 Jingumae, Shibuya-ku, Tokyo

Nearest Station: Meiji-jingumae station 3 min. walk

URL: https://vatokyo.com

address: 6-1-9 Jingumae, Shibuya-ku, Tokyo

Nearest Station: Meiji-jingumae station 3 min. walk

URL: https://vatokyo.com

Payment Information: Cash, electronic money, credit cards, etc. (1F) / electronic money, credit cards, etc. (2F)

Wi-Fi: existence (at the present moment)

“V.A.” is a concept store directed by music producer Hiroshi Fujiwara. The location was once home to the beloved café lounge “montoak,” a favorite among both locals and international visitors. Preserving much of its original exterior, the new store opened in December 2024, adding fresh content and creative essence. The name “V.A.” stands for “Various Artists,” symbolizing a new vision where fashion, culture, art, and people intersect.

INDEX

A Multi-Experience Store Blending Fashion, Café, and Bakery
Exclusive Items and Collaborations Available Only at “V.A.”
A Relaxing Café Space to Forget the Passage of Time
The Aroma of Freshly Baked Bread Fills “VAT BAKERY”

A Multi-Experience Store Blending Fashion, Café, and Bakery

“V.A.” stands on the former site of “montoak,” which closed in March 2022. The store is operated by the JUN Group, known for brands such as “bonjour records” and “ADAM ET ROPÉ.” The two-story space features an apparel-focused retail floor on the first level, and on the second, a bakery and café area called “VAT BAKERY.” The overall direction was led by music producer Hiroshi Fujiwara, architectural design by Nobuo Araki, and café supervision by spatial designer Uichi Yamamoto, who also produced the original “montoak.” Together, these professionals have created a refined and sophisticated atmosphere.

The first floor space offers apparel items, mainly original products.

The café area’s vivid red-and-white contrast creates a stylish atmosphere, ideal for a relaxing break after exploring Omotesando.

Exclusive Items and Collaborations Available Only at “V.A.”

The first-floor retail area offers exclusive items available only here. The collection includes designs by Jun Takahashi of “UNDERCOVER” and Tetsu Nishiyama, director of “WTAPS,” “FPAR,” and “DESCENDANT,” as well as collaborations with L.L.Bean and agnès b. Each product blends playful creativity with refined design, making browsing itself an inspiring experience. The space also hosts occasional pop-up events, where special limited-edition items appear. As a hub where fashion and culture meet, “V.A.” constantly delivers new discoveries.

In addition to original items, the store offers selected vintage pieces such as “Hermès.” Limited-edition goods are available during pop-up events.

T-shirt designed by Jun Takahashi of “UNDERCOVER,” using a “Champion” body. 10,450 yen each.

Long-sleeve T-shirt designed by Tetsu Nishiyama (“WTAPS,” “FPAR,” “DESCENDANT”), also on a “Champion” body. 13,200 yen each.

Tote bag from L.L.Bean, designed by Tetsu Nishiyama—combining functionality with stylish design. 17,600 yen.

Exclusive collaboration between agnès b. and Hiroshi Fujiwara’s FRAGMENT for “V.A.” Caps 10,450 yen each; charms 16,500 yen each.

“L.L.Bean” grocery tote turned inside out and printed with the “V.A.” logo—a playful accent for everyday use. 9,900 yen.

T-shirt featuring a shredded-artist-inspired graphic on the front. 9,900 yen each.

“Champion” reverse-weave sweatshirt with the store’s name incorporated into a simple design. Large logo print on the back. 17,600 yen each.

A Relaxing Café Space to Forget the Passage of Time

The café on the second floor retains the nostalgic atmosphere of “montoak,” blending classic elegance with a calm ambiance. The furniture was inherited from the long-standing café “Ace” in Kanda, which closed in 2024. The red-and-white contrast of the interior adds warmth and character. The menu includes original drinks unique to “V.A.,” such as the Anko Matcha Latte—a blend of sweet red bean paste (anko) and soft rice flour dumplings (shiratama)—and the beautifully layered Café Paris. Guests can relax at the window seats while enjoying the zelkova-lined streets of Omotesando.

The café features leather stools and a classical interior inherited from “Ace” in Kanda. Window seats overlook Omotesando’s tree-lined avenue.

Anko Matcha Latte, combining the sweetness of anko and shiratama dumplings. 1,000 yen.

“Café Paris,” a visually stunning layered mix of coffee and milk. 900 yen.

“Nama-Choco Latte,” topped with rich chocolate and fresh cream. 1,000 yen.

The Aroma of Freshly Baked Bread Fills “VAT BAKERY”

Located next to the café on the second floor, “VAT BAKERY” takes its name from its baking method—baking the dough directly on a metal vat (batto) tray. Because everything is baked in-house, the inviting aroma of fresh bread fills the air throughout the day. The showcase offers a variety of breads and pastries—from sweets like cinnamon sugar, custard cream, and raspberry-filled donuts to savory options featuring mentaiko (cod roe) sauce or Lyoner sausage. Freshly baked items can be taken to go or enjoyed in the café. As a new cultural hub in Harajuku, “V.A.” welcomes both locals and visitors from around the world.
V.A." is a place to relax in the Harajuku area, where new trends are born every day and new culture is disseminated, and is a must stop when you visit Harajuku.