FamilyMart, one of Japan’s largest and most beloved convenience store chains, has announced an exciting new partnership with internationally renowned creator Nigo, appointing him as the brand’s new creative director. Known for his influential work in fashion, music, and art, Nigo will play a pivotal role in shaping the next generation of FamilyMart stores, products, and customer experiences.
Going forward, Nigo will collaborate closely with FamilyMart across a wide spectrum of initiatives, including the development of strategic product categories, overseeing major marketing campaigns, and advancing the chain’s in-store digital signage media. This bold move signals FamilyMart’s ambition to move beyond traditional convenience store models and evolve into a vital part of the modern lifestyle infrastructure.
“Together with Nigo, we will strengthen Japan’s unique sense and spirit, realizing our corporate message of ‘FamilyMart, Where You Are One of the Family’ with the aim of becoming treasured like a family member by customers around the world,” said Kensuke Hosomi, Representative Director and President of FamilyMart.
Tomoaki Nagao, widely known as Nigo, is celebrated for founding the iconic streetwear brand A Bathing Ape (BAPE) and currently serves as the Artistic Director for luxury fashion house Kenzo. With his deep ties to global fashion and culture, Nigo’s unique creative vision is expected to bring a fresh and elevated approach to FamilyMart’s brand identity and customer experience.
“As Japan continues to garner global attention, convenience stores (konbini) best embody Japan’s unique lifestyle and culture. FamilyMart respects creativity and continuously challenges itself to pursue innovation,” said Nigo, expressing his enthusiasm for the collaboration.
A cross-functional team, combining Nigo’s creative leadership with the expertise of FamilyMart employees from various departments, will work together to roll out the first initiatives of this partnership. Customers can expect the debut of the first collaborative projects by spring of next year, ushering in a new era for the brand that blurs the lines between retail, lifestyle, and cultural expression.
This partnership reflects FamilyMart’s commitment to innovation and its willingness to break from convention, aligning itself with evolving customer expectations and global trends.