# Parking Lot Shops 'The Park-Ing' Transforms an Underground Parking Lot into a Retail Space By Laura McQuarrie | Published 2016-03-28 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-parking References: [japantrends](http://www.japantrends.com/hiroshi-fujiwara-concept-store-ginza-underground-parking-lot/) & [park-ing-ginza](http://park-ing-ginza.com/) Passing through a parking lot is often an essential part of getting to a shopping destination, but Hiroshi Fujiwara's new concept store, 'The Park-Ing,' makes it the first and last stop for shoppers. The Park-Ing is set up at the undergound parking lot at the Sony Building at Ginza. This new and unconventional retail space features a number of small boutiques for brands like [Nike](https://www.trendhunter.com/trends/nike-running-the-corner), Denim By, Vanquish and others. The space also features a recreation of a popular cafe that has become an icon of [Harajuku](https://www.trendhunter.com/trends/harajuku-quest) culture. Now that it's become quite common to see [pop-up shops](https://www.trendhunter.com/trends/jellycat-caf) taking up residence in unused retail spaces, the next iteration of this idea seems to favor making the most of even more unconventional places to connect with consumers and make a sale. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Underground-retail:** Creating retail spaces in unconventional places like underground parking lots presents disruptive innovation opportunities for brands to connect with consumers in unexpected ways. - **Pop-up Revolution:** Further exploring the concept of pop-up shops and finding unique locations for temporary retail experiences can lead to disruptive innovation in the retail industry. - **Retail-expansion:** Expanding the concept of retail beyond traditional storefronts and utilizing underutilized spaces opens up disruptive innovation opportunities for brands to redefine the shopping experience. ### Sectors Adopting This - **Fashion:** The fashion industry can embrace the trend of creating retail spaces in unusual locations like underground parking lots to deliver unique shopping experiences and stand out from competitors. - **Hospitality:** The hospitality industry can explore the concept of transforming underutilized spaces into retail areas to create additional revenue streams and enhance guest experiences. - **Commercial Real Estate:** Incorporating unconventional retail spaces like underground parking lots into commercial real estate developments presents disruptive innovation opportunities for developers and tenants alike. ## Related on Trend Hunter - [Playful Tokyo Pop-Ups](https://www.trendhunter.com/trends/tokyo-popups.md) - [Grocer-Inspired Installations](https://www.trendhunter.com/trends/mini-market-popup.md) - [Ultra-Green Deadstock Stores](https://www.trendhunter.com/trends/kisarazu-concept-store.md) - [Hybrid Gallery Shops](https://www.trendhunter.com/trends/apoc-london.md) - [Racing Motif Pop-Ups](https://www.trendhunter.com/trends/mytheresa-x-flamingo-estate.md) - [Conceptual Retail Spaces](https://www.trendhunter.com/trends/ader-error-tokyo-space.md) - [Localized Retail Experiences](https://www.trendhunter.com/trends/uniqlo-sherway.md) - [Ultra-Slick Auto Retail Concepts](https://www.trendhunter.com/trends/latelier-alpine.md) - [Zen-Like Shopping Malls](https://www.trendhunter.com/trends/zenlike-shopping-mall.md)