The New “atmos Gold” Concept Store Opens In Japan

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2026

Good products alone don’t draw customers like they used to. In order to stand out in the world’s most crowded shopping districts, sneaker boutiques need to pay attention to brand storytelling and all the “extras” that make a shopping experience unique.

Japanese retailer atmos has been at the heart of this movement for years, and its latest renovation takes the sneakerhead customer journey one step further. The brand officially re-opened its Sendagaya location on March 30th, 2024 under the moniker “atmos Gold,” packed with forward-thinking upgrades that walk a fine line between the nostalgic and the familiar.

Key additions include a dedicated event/brand activation space and two independent cafes where guests can enjoy coffee and doughnuts from nearby shops, a welcome embrace of the local business community. Arguably the most notable change, however, is a new in-ground sneaker display featuring celebrated atmos sneaker collaborations.

As if one new store wasn’t enough, atmos also celebrates the ribbon-cutting of its first store in the Philippines, located in the capital city of Manila. The store’s architecture appears fairly similar to the Sendagaya upgrades, but the addition of an “Otaku” café upstairs makes for an unmistakably unique retail experience. In Japan, the term “Otaku” is used to describe individuals who are passionate about a particular topic, that being footwear and fashion in this case.

nike sb eric koston 2 max midnight navy blue: “Our atmos team is excited about the new Sendgaya Gold location in Tokyo and the opening of our first store in Manila, Philippines. We are driven by our commitment to create products and experiences that inspire, innovate, disrupt and connect the global community.”

Dive into both new stores via the image galleries below, and don’t hesitate to swing by either atmos location if you find yourself nearby in the future.

: atmos Sendagaya

: atmos Sendagaya

: atmos Sendagaya

: atmos Sendagaya

: atmos Sendagaya

: atmos Sendagaya

: atmos Sendagaya

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: atmos Manila

: atmos Manila

: atmos Manila

: atmos Manila

: atmos Manila

: atmos Manila

: atmos Manila

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Written by

Andrew Rizzo, Junior Editor

Andrew Rizzo is an editor at Urlfreeze News based out of New York City. His primary interests include Air Jordan, Nike ACG, Nike Air Max, and New Balance footwear. Prior to joining Urlfreeze News, Andrew covered youth sports for several outlets and worked at one of the world’s top performance marketing agencies. He hails from Astoria, Queens and is a huge New York sports fan, particularly when it comes to the Knicks and Yankees.