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The vogue for hypebeast grocers (documented in my aw24 trend report) continues.
News just in: Japanese streetwear wonderkid Nigo has been named creative director for convenience store chain FamilyMart. If you’re thinking Tesco or Co-Op, it’s a bit more significant than that. The convenience store game in Japan is way bigger than plastic-packed egg sandwiches and lottery tickets. They do everything from letting you pay bills and print documents to selling underwear and toothbrushes for on-the-go white collar workers. And their snack aisles are legendary.
Elsewhere, supermarkets and grocery stores are now part of the hype commerce machine, an everyday place where even the least wealthy wannabe clout-chaser can pick up the latest trendy takeaway coffee or energy drink. Not to mention the endless merch opportunities.
WWD reports that Nigo’s remit includes helping to envisage “next-generation stores and strategic product categories” as well as supervising marketing campaigns and in-store signage. The fruits of his labour will be seen from spring 2026.
Nigo’s best friend Pharrell Williams describes FamilyMart as, “the best candy and snack oasis ever.” So come 2026, will we see an Erewhon-meets-7-Eleven-meets-Bape concept rollout, endorsed by J-pop celebs, street artists and supermodels? Place your bets now.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Nigo / FamilyMart
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