#Japan #wabi #MASONO #AMATERAS #Sendagaya, Tokyo

Wabi Flagship Store and Cafe MASONO Open in Sendagaya

On September 12, 2026, AMATERAS, led by Reiko Sato Makunishi, is excited to unveil its first flagship store for the wellness apparel brand, Wabi, alongside a cafe called MASONO. Located in the heart of Sendagaya, Tokyo, this marks a significant milestone for a brand that has thrived online for nearly eight years.

Transitioning from Online to Physical Space

AMATERAS has been successful in establishing its brand through digital marketing, primarily utilizing SNS and e-commerce platforms. However, the need to create a physical touchpoint led to the establishment of this flagship location, designed to blend the Wabi aesthetic with a community-oriented space. The opening of Wabi Flagship Store and Cafe MASONO is not merely a retail endeavor but a transformation of the brand into a physical realm where the digital vision meets tangible reality.

A Contemporary Interpretation of Japanese Aesthetics

The spatial theme of Wabi Flagship Store embraces a ‘Wabi-Mo’ concept, reinterpreting traditional Japanese beauty in a modern context. Visitors can expect a design that seamlessly combines simplicity, tranquility, and a sense of harmony with nature. The interiors highlight pristine materials and striking design elements that resonate with Tokyo's contemporary lifestyle, moving beyond classic Japanese styles.

Merging Retail with Community Experience

The innovative design of Wabi Flagship Store allows for a unique experience where shopping and relaxation intertwine. It features areas where customers can enjoy a cup of coffee or matcha after browsing the clothing line or simply stopping by for a casual meetup. The cafe, MASONO, is more than just a dining area; it's designed for social interaction, nurturing new connections among guests.

Wabi Flagship Store aims to be a space where diverse individuals can coexist, breaking down the barriers of conventional retail experiences. With family-friendly policies, the store is designed to accommodate customers with children and pets, ensuring everyone can find a welcoming environment.

Upcoming Events and Community Engagement

Beyond shopping and dining, plans are underway to host various wellness events, including yoga, pilates, and community talks, encouraging a lively interactive space. By transcending traditional retail confines, AMATERAS is committed to cultivating ongoing relationships between individuals within the store's inviting atmosphere.

A Message from Reiko Sato Makunishi

In her own words, Reiko expressed her vision by stating, “After eight years of operating primarily online, I longed to transition our aesthetic into a real-world space. I wanted to capture the beauty of Japan—not as mere cultural signifiers but in a way that resonates with contemporary Tokyo living, emphasizing simplicity, nature connection, and understated elegance.”

She emphasizes that Wabi Flagship Store and Cafe MASONO should feel less like a retail outlet and more like a communal hub where individuals can engage freely, transcending the roles of customer and seller. Events, casual meetups, and spontaneous encounters are at the heart of the store's design philosophy.

Store Information

• - Grand Opening: September 12, 2026
• - Address: 2-37-8 Sendagaya, Shibuya City, Tokyo, 151-0051, Japan
• - Operation Hours:

- WABI: 11:00 AM to 8:00 PM
- Cafe MASONO: 8:00 AM to 8:00 PM

• - Dog and Baby Friendly: The store welcomes strollers, and customers are encouraged to bring their dogs along for the visit.

About Wabi

Wabi, a wellness apparel brand under AMATERAS, draws inspiration from the Japanese aesthetic of Wabi-Sabi and Zen philosophy. It offers a collection that seamlessly connects active movement and daily life, emphasizing concepts like tranquility and ease within modern living.

For more details about Wabi and MASONO, visit their websites for updates and community events.

Final Thoughts

As AMATERAS transitions to this new phase with Wabi Flagship Store, it symbolizes progress beyond digital settings into immersive experiences that foster community ties. The melding of fashion, wellness, food, and shared spaces truly epitomizes modern retail.