Japanese retail giant FamilyMart has appointed fashion designer NIGO as its new creative director, marking the convenience store chain's push to reshape its brand identity. The creator of A BATHING APE and current artistic director of Kenzo will oversee FamilyMart's visual direction, store design, product development, and collaborative initiatives.
The partnership aims to modernize the konbini experience while maintaining its cultural significance in Japanese daily life. NIGO's role encompasses reimagining store layouts, developing exclusive merchandise, and establishing partnerships across retail categories.
FamilyMart operates over 16,600 stores across Japan and maintains a substantial presence in Taiwan, China, and Southeast Asia. This appointment suggests the company's intention to strengthen its position in Asia's competitive convenience store market.
"Convenience stores represent Japan's distinct approach to retail and lifestyle", NIGO said. "This collaboration with FamilyMart offers an opportunity to enhance the daily shopping experience for customers worldwide."
FamilyMart President Kensuke Hosomi emphasized the partnership's focus on combining Japanese retail traditions with contemporary design. The first NIGO-directed projects are scheduled to launch in spring 2026, with initial changes expected in store aesthetics and product packaging.
This move follows similar trends in Japan's retail sector, where convenience stores have increasingly focused on design-led approaches to differentiate themselves in a saturated market. FamilyMart's competitor Lawson previously collaborated with design firm Wonderwall to update its store concept.
Share this article
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.