GEED Opens Specialty GORE-TEX Store in Sapporo

Beans, a company known for operating select shops and brand stores, launched GEED, a dedicated specialty store for GORE-TEX® products and WINDSTOPPER® products by GORE-TEX LABS®, in Sapporo, Hokkaido, on Saturday, October 10. The store's name, GEED, is a portmanteau combining the degree symbol "℃," representing the comfortable body temperature maintained by GORE-TEX® products' waterproof, breathable, and windproof features, with the letter "G," signifying both "GORE-TEX" and a profound respect for the protective qualities of its garments and gear. Sapporo was selected as the store's location due to its unique combination of urban environment and proximity to nature, a setting that aligns with the brand's ethos. The store aims to showcase the value of GORE-TEX® products within a metropolitan area of nearly two million residents, a hub for diverse cultures and emerging trends, while also catering to a region with a strong tradition of outdoor pursuits such as skiing, snowboarding, trekking, camping, and cycling. GEED offers a curated selection of highly functional and aesthetically pleasing items sourced from both outdoor and fashion brands, emphasizing the versatility of GORE-TEX® technology across different lifestyles. The interior design of the store incorporates granite fixtures and earthen walls, creating a tactile environment that merges rugged textures with natural materials. A key feature of GEED is its dedicated Experience Room, designed to allow visitors to delve into the history and technological advancements of GORE-TEX® products. This interactive space includes a rain booth that simulates actual rainfall, enabling customers to directly experience the waterproof and breathable performance of the products. Furthermore, an on-site laundry facility is available to educate customers on the proper methods for washing and maintaining their GORE-TEX® garments, ensuring their longevity and continued performance. Complementing these interactive elements, a timeline displayed along the walls chronicles the 50-year history of GORE-TEX® products, illustrating the brand's evolution and enduring impact. The overall design of the experiential space is intended to create a cohesive narrative, connecting the technological origins of GORE-TEX® with contemporary urban living and the appeal of outdoor adventures. GEED is located at Otemachi Building 1F, 4-5 Minami 1-jo Nishi, Chuo-ku, Sapporo, Hokkaido, and operates daily from 11:00 AM to 8:00 PM, with no regular holidays.