The needs of players have shifted with the times, and the flagship store is prepared to meet them with their vast offering of popular guitars/basses, mainly US-made and Made in Japan models. You won’t want to miss the rich lineup of Made in Japan products, including Japanese artist models. Whether you’re a beginner or professional, you’ll find a model that fits you, and there are plenty of spots in the store to test out your favorite model.

If you want to hear what a guitar plugged into a real Fender amp sounds like, swing by the amp room on the second floor. You’ll be able to pick from a selection of Fender amps and play as loud as you want. Some of the guitar models are only available at the flagship store. Of course, there’s more than musical gear to shop for; they also have a wide range of fashion and lifestyle goods for those who love Fender and music. The limited-edition models that can only be purchased would make perfect souvenirs for your trip.

“FENDER CAFE powered by VERVE COFFEE ROASTERS” is an in-store cafe supervised by the popular Santa Cruz coffee brand, VERVE COFFEE ROASTERS. Their menu has been built up to reflect the Fender brand, using carefully selected coffee beans with specific levels of roasting to create an original blend for Fender. They also offer alcohol menu, including beer and spirits. There are even season-specific items. Depending on the time of the year, you could try a “60’s Stratocaster® LATTE”, developed to reflect the image of an iconic vintage Fender product, or their “CASCARA HIBISCUS TONIC” and “ESPRESSO MAPLE SHAKE.”

Inspired by the history of the guitar in music culture, the “F IS FOR FENDER” apparel brand incorporates contemporary and modern arrangements. Apparel made under this brand is 100% manufactured in Japan with Japanese-made fabrics and designed under the concept of “clothes that inspire” for lovers of music across generations. In addition to tops such as T-shirts, they also offer a wide range of items, including bottoms, outerwear, and accessories.

Also known as the “Dream Factory” for its top-of-the-line guitars, Fender Custom Shop has been given its own floor where you can view the work of the world’s best guitar builders and team-built models. There’s also a private room for customers who seek to put in a custom order.