FENDER CAFE SHIMOKITAZAWA to Open on Friday, July 3

ZENSE Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Ippei Takahashi) will open "Fender Cafe Shimokitazawa," its first standalone street-level store, in Shimokitazawa, a town where numerous Japanese bands have taken their first steps, on Friday, July 3.

Three years have passed since "Fender Cafe" was born on June 30, 2023, within "Fender Flagship Tokyo," Fender's flagship store in Harajuku, Tokyo. Now, the long-awaited second store, "Fender Cafe Shimokitazawa," is set to open.

The new store features a space design inspired by the "1969 Rosewood Telecaster®︎," a guitar that has left its mark on music history. It fuses Fender's rock and roll spirit and California coffee culture with Japanese sensibility, craftsmanship, and meticulous hospitality.

Set in Shimokitazawa, a district where the culture of authentic live music thrives, the cafe proposes a new music lifestyle where music accompanies everyday life, under the concept of "Good Coffee, Good Vibes."

ZENSE Inc. is a creative company that handles Fender Cafe and the apparel brand "F IS FOR FENDER." Fender Cafe is operated by ZENSE Inc. under license from Fender Musical Instruments Corporation.

Fender Cafe's Next Choice: "Shimokitazawa"

Bringing Music Closer to Everyday Life Since its founding in 1946, Fender has not only built instruments but also nurtured music as a lifestyle. Fender Flagship Tokyo, the flagship store in Harajuku, serves as a place to showcase this vision to the world, not just by selling instruments but also by communicating a new lifestyle of spending time with music through events and community engagement.

Now, three years after its opening, to expand this spirit from the destination of the flagship store to a more everyday location, Shimokitazawa was chosen as the area for the second Fender Cafe. Shimokitazawa is a representative music town in Tokyo where countless bands have taken their first steps. Live houses and recording studios breathe life into every corner of the town, and music has been deeply rooted in people's daily lives for many years.

Guided by the belief of founder Leo Fender, "Artists are angels, and our job is to give them wings to fly," there is no more fitting place for the brand. The worldview experienced at the Harajuku Fender lifestyle store aims to become a part of the town's daily life in its next stage, Shimokitazawa.

Space

A Space Inspired by the "1969 Rosewood Telecaster®︎" The space design of the new store draws inspiration from the "1969 Rosewood Telecaster®︎," a guitar that has made its mark on music history. This legendary guitar, with its beautiful rosewood grain, warm texture, and sophisticated linear form, is a symbol of classic yet modern appeal.

The space design was handled by Satoshi Mimura, a designer who has worked on numerous store designs for luxury brands both domestically and internationally. The contrast in materials and design of the "1969 Rosewood Telecaster®︎" is incorporated throughout the space. Furniture in rosewood hues and a striking wooden counter express the warmth and depth of wood. Meanwhile, concrete floors and walls, large glass surfaces, and the incorporation of natural light create an open and contemporary atmosphere. In a space where history and modern design harmonize beautifully, you can experience the unique Fender worldview with all five senses.

Sound

A Sound System Where Music History and Future Resonate At Fender Cafe, sound itself is a crucial element of the spatial experience. The audio system was supervised by "Sound Create," an audio specialty store founded in 1998. A sound system has been constructed that fuses vintage audio charm with modern technology.

The main speakers are "RCA LC-1" studio monitors, which were born around the same time as Fender's founding and were used by Elvis Presley in 1956 for playback during his early RCA sessions. Furthermore, by combining the legendary analog record player "Linn Sondek LP12" with the latest network player "LINN MAJIK DSM/5," the warmth of analog is balanced with modern high-fidelity sound. The sound, where vintage and modern harmonize beautifully, comfortably envelops the entire space.

Food & Drink Menu

Food and Drink Menu Expressing the Fender Worldview The food menu at "Fender Cafe Shimokitazawa" is supervised by Chef Utaka Hayakawa, who studied French cuisine as a base and learned international cuisine, from signature burgers to sweets. The signature plate, "Chicken Overdrive Rice," was developed by Chef Yoshikazu Miyamoto, who continues to convey New York's food culture to Japan.

Through its dishes, the cafe expresses the value of "Authenticity" that Fender has cherished since its founding. Each dish is crafted with care, delivering sincere and satisfying flavors that leverage the inherent appeal of the ingredients.

Additionally, a signature blend exclusive to the Shimokitazawa store, "First Set," will be available. Shimokitazawa is a town where countless musicians have taken their first stage, performing their first set. This Shimokitazawa store is also Fender Cafe's first standalone street-level location. This "First Set" embodies that "beginning" in a cup.

Menu (Partial)

Six Strings Burger ¥1,850 (tax included) * A signature burger made with a 100% domestic Japanese beef homemade patty. Served with french fries.

Chicken Overdrive Rice ¥1,580 (tax included) * A spicy Fender Cafe signature plate developed by Chef Yoshikazu Miyamoto.

Stratocaster Rose Latte ¥880 (tax included) A signature latte with an elegant floral aroma, inspired by the rosewood fingerboard of the Stratocaster.

Telecaster Maple Latte ¥880 (tax included) A latte with a sweet, toasty finish, inspired by the maple fingerboard of the Telecaster.

Cold Brew "First Set" ¥720 (tax included) * A clear and richly sweet cold brew befitting its name, "First Set."

* These are original menu items exclusive to the Shimokitazawa store. Many items from the Fender Cafe Grand Menu are also available.

Community

From a "Place to Visit" to a "Place to Gather" "Fender Cafe Shimokitazawa" aims to be a community space that naturally blends into the daily life of the town, where people who love music can easily connect. From musicians, local residents, and live house regulars to those who are about to discover music.

It is a place where conversations naturally arise over a cup of coffee, fostering new encounters and exchanges through music. Fender Cafe aims not to be a destination to visit, but a presence cherished in everyday life. It will walk alongside the town as a new hub for this community.

Grand Opening Campaign 1

"Sharing the First Cup" (Drip Bag Gift!) To commemorate the opening of the new store, customers who spend ¥2,000 or more (tax included) at the Shimokitazawa store between Friday, July 3, and Friday, July 31, will receive one original drip bag. *Limit one per person per day. Quantities are limited and will end once supplies are depleted.

Grand Opening Campaign 2

Use Both Fender Cafe Stores and Enter to Win an Original Giclée Print by COFFEE BOY!

During the campaign period, customers who use both the Harajuku and Shimokitazawa stores and apply will be entered into a lottery to win one of three original giclée prints by illustrator "COFFEE BOY."

The eligible works are the following three pieces:

"LITTLE RED RIDING HOOD loves STRAT"

"NAPOLEON BLACK plays STRAT"

"GHOSTS need TELE"

Application Period: Friday, July 3, 2026 – Wednesday, September 30, 2026

Prize: Original Giclée Print by COFFEE BOY (3 winners selected by lottery)

Application Requirements: Customers who have used both Fender Cafe Harajuku and Fender Cafe Shimokitazawa stores during the period.

How to Apply: Please apply with receipts from both stores used during the campaign period. Details on how to apply can be found at the store.

*Prize designs cannot be chosen. Winners will be notified by the shipment of the prize.

Comments

Giorgio Guerrini, Representative Director and President, APAC, Fender Music Corporation

"Anyone who has spent time in Shimokitazawa knows it's a special place. For decades, it has nurtured Japanese youth culture, and countless bands have honed their music here before taking flight to bigger stages. Even now, people from all over the world visit this town and feel its unique charm. That's why opening Fender Cafe, our first standalone street-level store, here holds great significance. Fender Cafe aims not to showcase music as something special, but to create a place that naturally blends into people's daily lives and connects them. We hope that the time spent chatting over delicious coffee, with music always close by, will remain in the hearts of all our visitors. We hope Fender can become a part of your daily life, not just a brand."

Ippei Takahashi, Representative Director, ZENSE Inc.

"On June 30th, Fender Flagship Tokyo celebrated its 3rd anniversary. Over these three years, the Harajuku store has firmly taken root in the city as we envisioned. Since its founding, Fender has walked alongside everyone who loves music, from those picking up a guitar for the first time to artists shaping the sound of the era. Carrying the worldview cultivated at our flagship store, we are now stepping into Shimokitazawa, a legendary town where many bands take their first steps and have long found their voice in music. 'Fender Cafe Shimokitazawa' marks the beginning of our new chapter – a place where comfortable music, delicious coffee, and daily life intersect – please come and visit."

Partners

Satoshi Mimura (Space Design)

Satoshi Mimura (Representative, Blue Birds Consulting Inc. / Nare Design Inc.) is recognized as one of the "Local Architects" trusted by world-leading luxury brands such as Givenchy, Alexander McQueen, Valentino, Balenciaga, Dolce & Gabbana, Boucheron, Brioni, and SWAROVSKI. Experience his refined sensibility in the heart of the music town.

"This time, I focused on a historic area known for its live houses and theaters. I wanted to create a space where visitors can experience Fender's history and spirit as part of their lifestyle, not just as a place to enjoy food and drinks." - Satoshi Mimura

Major Achievements: Brioni (Hankyu Umeda Main Store / Ginza), Givenchy (Osaka Takashimaya), Alexander McQueen (GINZA SIX), Dolce&Gabbana (Ginza), SWAROVSKI (Shinsaibashi), Valentino (Isetan Shinjuku), Balenciaga (Aoyama), Boucheron (Ginza), and many others.

Sound Create (Audio System) "Sound Create," an audio specialty store in Ginza founded in 1998, supervised the audio system for the Shimokitazawa store. Known for reviving vintage equipment with modern precision, the store selected equipment that embodies the fusion of Fender Cafe's heritage and contemporary spirit, delivering a unique musical experience for this space.

Utaka Hayakawa / Yoshikazu Miyamoto (Food & Sweets) Chef Utaka Hayakawa, who leads the kitchen at the Shimokitazawa store and has studied international cuisine based on French foundations, developed a diverse range of dishes, from burgers to sweets. Meanwhile, "Chicken Overdrive Rice" was developed by Chef Yoshikazu Miyamoto, who captures the true spirit and atmosphere of New York's iconic food culture and continues to authentically convey it to Japan. Both chefs express Fender's core value of "Authenticity" through their cuisine, delivering unpretentious, genuine flavors with meticulous attention to ingredients and preparation.

Store Overview

Store Name: Fender Cafe Shimokitazawa

Opening Date: Friday, July 3, 2026

Address: 1-40-11 Kitazawa 1F, Setagaya-ku, Tokyo

Business Hours: 9:00 AM - 10:00 PM

Regular Holidays: Open year-round (excluding New Year's holidays)

Instagram: @fendercafe · instagram.com/fendercafe

About Fender Cafe Fender Cafe is a unique cafe brand that fuses Fender's rich musical worldview with the free and vibrant spirit of California coffee culture, through Japanese sensibility, attention to detail, and meticulous hospitality. Following the world's first Fender Cafe, born in 2023 within "Fender Flagship Tokyo" in Harajuku, Tokyo, "Fender Cafe Shimokitazawa" opens as the brand's first standalone street-level store. Set in Shimokitazawa, Tokyo's leading music town, it fosters a community where musicians, local residents, and visitors from Japan and abroad can naturally gather and spend their time. Whether you're a performer, a music listener, or simply someone who wants to enjoy the atmosphere, all visitors can experience the "Good Coffee, Good Vibes" worldview that Fender Cafe champions.

About ZENSE ZENSE Inc. is a creative company based in Tokyo that plans and operates premium lifestyle spaces. With a strength in creating spaces that fuse music, design, and hospitality while valuing Japanese sensibility, the company proposes lifestyles that embody brand worldviews through the planning and operation of "Fender Cafe" and the apparel line "F IS FOR FENDER."