First Mizuno Concept Store in Singapore | PrisChew.com

If you have never been to Japan, you can now experience for yourself, a small piece of the Japanese culture – at Singapore’s Kallang Wave Mall.

That’s because the first Mizuno Concept Store in South East Asia, has opened at the mall, and it was launched yesterday to much fanfare and celebrations.

Cutting the ribbon to announce the opening of the first Mizuno Concept Store.

Store design was inspired by Japanese elements

The very best of Japanese precision and perfection is on display.

The store design is inspired by the traditional Japanese Kimono houses and other Japanese cultural elements, such as the use of the classic simplicity of wood and traditional handmade paper folded into cranes – to reflect forms and colours in Japanese tradition.

Said Kiyoshi Tatani, the President of Mizuno Singapore, “Japanese products are known for their strong engineering, craftsmanship and good quality. We want to further build our brand in the region and provide affordable and quality products. Building a retail with Japanese ideas helps to reinforce our brand philosophy of advancement of sports goods.”

Strong emphasis on Japanese authenticity

With a strong emphasis of Japanese authenticity, this concept store design features a comfortable, warm feel – showcasing Mizuno’s 2015 branding strategy, for all Mizuno concept stores in the region to improve. At the same time, it aims to upgrade the Mizuno shopping experience with features such as a featured product window display and localization to feature and promote local Mizuno ambassadors.

Said Steven Goh, CEO of VGO Corporation, which brought the Mizuno brand into Singapore, “VGO is the first in South East Asia to adopt this new Mizuno theme concept. We will be working together with Mizuno Singapore too, to bring this concept to all of our Singapore stores.”

At the flagship Kallang Wave store, I had thought that the window display reflected Japanese precision and perfection at its best – with a lovely blue paper crane floating above a single, colourful Mizuno Wave Rider 18 Limited Edition shoe – which had also been launched at the store-opening event yesterday.

These limited edition Mizuno Wave Rider 18 shoes were also launched.

Mizuno Wave Rider 18 shoes are the ideal balance of fit and performance

The ideal balance of fit and performance, the Wave Rider 18 shoes are perfect for runners seeking a smooth ride in a sleek, lightweight daily trainer.

The ideal heel fit and secure mid-foot embrace makes the shoes feel as though it’s a part of your feet. The parallel Wave technology in the heel, the lightweight U4ic midsole and the optimal amount of forefoot flexibility work simultaneously, to make striding feel smooth and flowing to the wearer.

Said Koichi Maeoka, Assistant Manager for Footwear Product Marketing, Mizuno Singapore, “When you try our shoes, I believe that you will feel that our Wave Rider shoes are light and flexible, with good stability and cushioning.”

Limited edition version to commemorate the Osaka Marathon

A pair of these pink Mizuno Wave Rider 18 shoes were presented to me, at the end of the event.

There is also a limited edition version of the Mizuno Wave Rider 18 shoes, to commemorate the Osaka Marathon – and these come in a rainbow coloured unisex edition, a pretty pink pair for ladies, and a blue colour for male runners. The Osaka Marathon was held towards the end of last month.

At the media launch, Mizuno also whetted the appetite of their media guests, by presenting us each with our very own pair of the new Mizuno Wave Rider 18 shoes – and I can’t wait to take mine out on a run.