Line Friends - In Line for your Friends
During a store tour through Shanghai, we came across a very striking shop, both in terms of exterior and interior. This was one of the physical stores of Line Friends, the cheerful, colourful characters created by the Japanese designer 'Mogi'.
These minimalist characters were created in 2011 as stickers for Line, which with 700 million users is the most popular messaging app in Japan, Thailand and Indonesia. Over the years, the characters have started to take on their own lives. More characters have been added and they now feature in various products, cartoons, games, and even hotels and an amusement park. So it's no surprise that they have their own stores too.
And not just in Asia. Branches have also been opened in Los Angeles and recently on Times Square in New York. The stores are designed entirely in the Line Friends style. In every corner you will come across life-size characters with whom you can have your picture taken. Only Line Friends merchandise is sold in the store. The most popular are Cony, the white rabbit, and Brown, the gentle bear.
Each shop also has its own café selling coffee and pastries in Line Friends style. These can be enjoyed in the café area, every corner of which is designed in its own Line Friends style. You can even sit at tables next to a life-size Brown.
The Line Friends stores are a true experience and extend the brand's popularity. The brand maintains its exclusivity by being careful in the distribution and location of its stores, which are always packed with visitors and buyers from opening to closing.