Beams takes its 50th-anniversary festival to Grand Green Osaka for two days in September
Beams will stage a free two-day summer festival at Grand Green Osaka on 11 and 12 September, built around what the retailer counts as 50 pieces of content — a yagura stage, festival stalls and more than 25 food and retail vendors.
Beams will hold a two-day festival, BEAMS 50祭, at Roth Heart Square Umekita in Grand Green Osaka on 11 and 12 September, the retailer said in a release dated 20 August. It runs 17:00 to 21:00 on the Friday and 11:00 to 20:00 on the Saturday. Admission is free, with some content and food charged.
The company counts the programme as 50 pieces of content, matched to the anniversary: a yagura stage carrying live music and performances, festival booths of the kind found at a Japanese summer matsuri, workshops and hands-on activities, and more than 25 food and retail vendors. The event sits under the 50th-anniversary slogan Beams has been running this year, Ready, Happy, Go!
The venue choice is the part worth noting. Roth Heart Square sits directly on the Umekita underground exit of JR Osaka station, in the Grand Green Osaka development that opened its second phase this year — a large, still-programming public space attached to one of the country's busiest stations. A select-shop retailer filling it for two days with stalls and a stage is using the plaza much the way a mall uses an atrium: as free-admission footfall that happens to be surrounded by the brand.