[Check This Out Before You Go!] Official Stores in Harajuku and Omotesando! Pioneer of the DJ Gear - AlphaTheta Lab

Did you know that Harajuku and Omotesando are currently hot spots among well-informed musicians and artists? If you’re wondering what this is all about, check out this article and head to Harajuku and Omotesando this weekend to get the latest on music gear!

Why Harajuku & Omotesando?

Why are Harajuku and Omotesando so popular right now?
Here’s the answer!

♪ icons on the map are the answer!
Enlarging the map...

♪ is the iconic global brand for guitars and basses, Fender’s official store ‘Fender Flagship TOKYO’

♪is the official store of Roland, who is known for digital gears and BOSS effects pedals, ‘Roland Store Tokyo’

♪ is the official store of AlphaTheta, who owns the brand that is the pioneer in DJ equipment, Pioneer DJ, ‘AlphaTheta Lab’

These three stores are located really close to one another!
It’s an area where you can gather a wide range of the latest instrument and gear information all at once!

This time, I’ll cover key points to check before visiting these hot spots and share reviews of my visits.

For this first part, I’ll focus on AlphaTheta Lab.
It’s a limited-time pop-up store!
*Date: March 23-31, 2023

Contents

• What kind of event is this?
• Highlights & Attractions①: Experience the Latest Gear Freely!
• Highlights & Attractions②: Ask Questions to Manufacturer Staff!
• Highlights & Attractions③: Buy Limited Apparel Items!
• Highlights & Attractions④: Enjoy Performances by Up-and-Coming DJs!
• Conclusion

What kind of event is this?

This is a limited-time pop-up store by AlphaTheta Corporation (formerly Pioneer DJ Corporation), the top brand in DJ equipment!
I visited on the first day of the event, March 23, which was also the release date of ‘euphonia’!
The ‘euphonia’ is AlphaTheta’s first DJ mixer featuring a 4-channel rotary type with an isolator. It became a hot topic as soon as its release information was announced. At this event, you can actually try this latest model and learn about its features and usage directly from the manufacturer’s staff!

Highlights & Attractions①: Experience the Latest Gear Freely!

The biggest attraction is being able to try the latest DJ gear in an authentic setting!
In addition to two units of euphonia DJ mixer, the lineup includes the club-standard CDJ-3000 and PLX-CRSS12, the battery-powered DJ system OMNIS-DUO, and the popular beginner PC DJ controller DDJ-FLX4. This opportunity to touch and test these devices is rare and valuable since they are not usually displayed in regular music stores.
Among them, the euphonia and CDJ-3000 corners attracted a crowd of visitors. Experiencing the same equipment and setting as DJs playing at music festivals is quite precious!

↑Turntables on the left and right are PLX-CRSS12, and the latest euphonia model in the center

↑The DDJ-FLX4, a standard PCDJ controller, is also on display for visitors to freely try out

Highlights & Attractions②: Ask Questions to Manufacturer Staff!

If you’re interested in DJ equipment but worried about operating it, don’t worry.
AlphaTheta’s staff are available in the store to answer any questions or address any concerns you might have about the equipment’s operation!
I also had questions about the operation and new features added on the euphonia, but the staff member kindly explained in detail!
I hope to introduce a detailed review of the new euphonia in another article.

↑I was instructed on the Energy Visualizer feature, which was first added on the euphonia

Additionally, a DJ lesson for beginners called the Pop-up Special Lesson is held with a reservation.
In this lesson, each participant uses an XDJ-RR to learn about what DJs do and what DJ equipment is, allowing them to experience the fun of DJing while getting hands-on with the equipment!
Although held in a corner of the pop-up store, the setup allows those without reservations to observe the lecture from a distance. I could see that the small class size and instruction materials on the display made the lessons very easy to understand, even from afar.
On another day, there was an event called the Master Class Session, where AlphaTheta’s product planners introduced the features and usage of their new products and flagship models. This event provided enjoyable content for everyone from beginner DJs to professionals!

Highlights & Attractions③: Buy Limited Apparel Items!

In the store, you can buy apparel items with AlphaTheta Lab artwork, including long-sleeve t-shirts, hoodies, caps, and tote bags!
The hoodies and caps feature designs in collaboration with the apparel brand BODYSONG. Personally, I liked the sleeve print design and slightly oversized fit of the hoodies. These items are not currently available in other stores or online, making them a must-have for collectors!

Highlights & Attractions④: Enjoy Performances by Up-and-Coming DJs!

On March 29 (Fri.) at 6:00 p.m., a DJ event will be held! I attended the event held on the first day, March 23 (Sat.) and enjoyed a house mix by Kotsu, who also performs at overseas music festivals and Fuji Rock Festival, from up close. The performance included a projection of the DJ’s hand movements on the wall, and you could experience high-quality sound with AlphaTheta’s latest DJ system, WAVE-EIGHT for monitor speakers, in addition to the euphonia and CDJ-3000, making it a fun event even for those not confident in their gear knowledge or those new to club culture.

↑ This is the DJ booth. Here, you can see footage of hand movements captured by the camera set at the top right.

Conclusion

This exciting AlphaTheta Lab is open only until March 31 (Sun.)!
There are no plans announced for the next event yet, but we will keep you updated on Sound House news and blog posts.

Next time, I’ll provide on-site reviews and highlights of Roland Store Tokyo and Fender Flagship TOKYO!
Check the articles and head to Harajuku and Omotesando this weekend!