This is one of the forms that actual stores should take in the future. Double Taps has completed a laboratory in Minami-Aoyama.

Since the outbreak of the global pandemic, the various normalities that have existed have ceased to be normal.

One of the most significant changes in the fashion industry is the state of the store. With the demand for online stores increasing dramatically, the significance of real stores is being reexamined.

On Monday, November 1, 2021, in Minami-Aoyama, Tokyo, a newDouble Taps (WTAPS®)A new space for WTAPS® has opened. The reason why we called it a space instead of a store is because it is a place to communicate the brand concept more deeply, "WTAPS®(W_Lab)" (commonly known as "Lab").

Three objects are present in the lab, and they have a large presence as one of the materials that compose the space and as a factor that embodies the brand's world view.

Among them is a monument called the Monolith. It sits in the center of the laboratory.

By the way, in coming to the labDedicated SiteYou will need to make an appointment through the "Contact Us" page. By making an appointment, you will be able to receive detailed customer service from the specialists = crew members stationed at the lab.

This system, which is designed to provide a different experience and value than online shopping, has the potential to become a standard in the future.

In addition, the background music in the lab will be changed each season as a soundtrack to support the world view of the space. In every sense, the store is set up differently from previous stores.

While online stores are sufficient for selling products, WTAPS®(W_Lab) is one answer to the question of what the physical stores of the future should be like. 

Everyone is watching to see the path the lab will take in the future.

Photo_Masayuki Nakaya