On the last day of my travels in Japan, I jumped on a train from Kyoto Station to the nearby city of Osaka (a 30 minute train ride) not knowing what to expect. Reality was setting in: I was going back home and most of my travel companions were already homeward bound so I needed to feel like I was still ‘travelling’ just a little bit longer before my flight that evening. 

My guidebook pointed out a cool shopping district a stones throw from Shinsaibashi Station that goes by the name of  ‘Amerikamura’, or American Village. The district has been in existence since the 1970s, initiated by the large amount of US clothing and general Americana memorabilia imported for the expats based there (hence the name). It has been referred to as the ‘Harajuku’ of Kyoto due to the large alternative scene based here, where fashionable teenagers flock to in order to show off their latest outfits. Signs outside various stores advertise ‘Gothic Lolita Fashion’.

‘What is Gothic Lolita Fashion’, you may be wondering? Well, it is a particular style which basically involves wearing the frilliest, girliest dresses you can possible think of. And in predominantly black. Think Gothic Japanese Little Bo Peep or Little Red Riding Hood. Lace, bows, frills and more frills, this is clothing originating from the Victorian Era, but with an cooler edge to it. There is nothing seedy about it, the look originated from women simply not wanting feel like they have to wear skimpy clothes in order to attract the opposite sex. And because it’s fun to wear. The clothing is very modest (petticoats are essential garb) and most of the girls wearing look like they’ve escaped from a Disney Film. 

Osaka is also home to a very large number of 1970s era vintage fashion shops, a great selection of bars and restaurants and what looks like a thriving music scene (I was only there for a day trip but saw lots of advertisements scattered around the shops).

So, back to the purpose of this article; the Alice On Wednesday concept store. I was wandering past a queue of excited teenagers being policed by an elderly, rather angry looking security guard. Two english speaking tourists asked if I wanted their spare tickets for the 2pm time slot to join said queue. 

 

‘Sure, Ok!’ (I was feeling spontaneous)

(Thought a minute) ‘Er…so what is the ticket for exactly?’

‘It’s an Alice in Wonderland concept store. We read about it on the internet, they’re supposed to be the new thing.’

‘Ah, Ok. Thanks!’

I was still none the wiser to what a concept store was exactly, so I decided out of curiosity to return to the queue at 2pm and see what was at the front of it. Because when has there not been anything worth seeing at the front of a long queue? Unless your waiting for a bus. Or buying stamps. Or going to the bank. OK, maybe there are exceptions to this statement. Nonetheless I was joining that queue.

So after buying a large quantity of slogan T-shirts, knocking over several precariously balanced bicycles outside of a cafe (they weren’t looking where I was walking!) and a rather delicious meal in a Spanish themed noodle bar ( I don’t get it either) I headed back to The Queue to see what the fuss was about.

The security man had since become more bad tempered, was shouting in Japanese and waiving some tickets for later time slots (the earliest was 6pm). I took a closer look at the entrance to the store. ‘Alice on Wednesday’ has three fairytale-esque potential entrances and excited teenagers appeared to exiting the smallest door (about 4 foot in height) in dribs and drabs. They must be the 1.30pm time slot. I took my spot at the back of queue of about 10 excited teenagers taking selfies.  

 

‘Do you speak English?’ An Australian tourist has sheepishly approached me in the queue.

‘Yes’.

‘What’s at the front of this queue?’

‘I don’t know’.

More youngsters leave the store laden with large themed shopping bags and I eventually get to the front of the The Queue. My time to enter the Wonderland has finally come…

The small, modest entrance immediately opens up into ‘The Red Queen’s Room’ which is a gothic themed room painted bright red with a black and white chequered floor. A ceiling adorned with glistening chandeliers, floor to ceiling mirrors and a long dining table which stretches from one end of the room to the other. Floor to ceiling antique bookcases line the walls. And located in every possible nook, cranny and crevice is gifts and memorabilia associated with The Lewis Carol story. Watches, hair slides, necklaces, cushions, playing cards, you name it’s here. An everything in here has a sparkly, almost magical appearance (it must be the lighting); all of it screams ‘Buy Me’. And buy they do; another large queue of teenagers starts form at the checkout. 

 

Moving on into the second from ‘The White Queen’s Room’ is bulging at the seams with sweets and random themed food items for sale. Giant lolly pops, jars of wonderful looking sweets and glass bottles containing mysterious concoctions with ‘Drink Me’ labels on the front. My personal favourites were the themed ‘recipe boxes’ which contained ingredients to make a small selection of meals.

Emblazoned on the front of one of them was the following: ‘Alice made this Thai Green Curry for the White Rabbit. Do you want to try?’

A stretch too far? Certainly. Did I want to buy and try that curry? Of course I did!

Alice On Wednesday: A new, rather unique concept in shopping. 

To find out more visit http://www.aliceonwednesday.jp