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Brief Published: 1 Jul 2011

And Market, Tokyo


New mobile phone store And Market, situated in Kasumigaseki, Tokyo's central business district, is making major headway in reinventing the traditionally dull telecommunications retail space.

While the majority of mobile phones are still being sold in lacklustre, identikit spaces, And Market's upscale boutique styling and chic monochrome palette offers a sophisticated, yet welcoming environment, balancing a minimalist aesthetic with a pleasing level of comfort.

The concept is also a new one for Tokyo. The general protocol is for phones to be sold in the entrances to bigger technological stores or standalone branded spaces. However, And Market represents a wide range of service providers and manufacturers, while specialising in smartphones and tablets.

Similar to Apple stores, where employees offer hands-on, in-depth advice, all staff at And Market have experience of each available model. This is the first (and currently only) branch of the store, owned by Japanese mobile phone manufacturing company NEC.