Love the glasses at THE LOBBY TOKYO . The role of optical brand YUICHI TOYAMA.
On February 3 (Sat), "THE LOBBY TOKYO" opened in Daikanyama, Tokyo, offering eyeglass maintenance services. The place, with its calm atmosphere, also functions as a coffee shop, showroom, and gallery, and is a relaxing space for those who do not come here for the purpose of "eyeglass maintenance. The store is owned by Yuichi Toyama, designer of the optical brand "YUICHI TOYAMA. We asked him to share his innermost thoughts on the occasion of the opening. He expressed his feelings about driving a wedge in today's overflowing society of goods.
. we want to make people aware that, "I like this, and I want to use it more."
Before asking about "The Lobby Tokyo," please tell us about your brand "Yuichi Toyama.
nearby mountainMy brand is based on the concept of "neutrality. Glasses are something you wear on your face all the time, and I have the idea that they are a part of your body. I want people to feel enriched by wearing the glasses I design, and I want many people to feel the same way. For this reason, I try to create designs that have room for growth and blank spaces.
. The main actor is always the person, isn't that right?
nearby mountain. In order to be so, it is important to have a design that blends in with the face and is comfortable to wear. The fashion aspect is also important, as is the everyday use aspect. In addition, we believe that "maintenance" is also important for long-lasting use.
Do you mean that you cherish a single object?
nearby mountain: Yes, that's right. I want to make people think, "I like these glasses, so I want to use them more," rather than buying new glasses just because they are broken. . I want to make glasses that make people think that way.
5 Routines. Tradition and Innovation.
What is important to you in the actual design process?
nearby mountain. I value the five routines of "see, think, draw, make, and break". . First, I input information by looking at the market and various landscapes. I think about the information I put in my head, edit it in my own way, and draw a line. I give form to what I have drawn (i.e., make it). And finally, you break it.
Break it down?
nearby mountain. Once you have created something, you take it apart in your mind. Once I look at it from a bird's eye view, I reset my feelings about the designed object. After that, I try to think about it again and make updates.
You mean to remove the stereotypes once and for all.
nearby mountainI don't want to be satisfied with the status quo, and I want to keep moving forward. I always want to bring joy to my customers, and in order to do that, I can't stand still.
Do you pay attention to the quality of your items?
nearby mountain. of course. All production is done at a factory in Sabae, Fukui, Japan. In fact, in addition to the five routines, there is one more thing that I place great importance on when it comes to manufacturing.
What is it?
S," a line of sunglasses designed by Mr. Toyama, is designed as if the lenses themselves were part of the frame.
nearby mountain. "Tradition and innovation. I borrow the skills of Sabae's craftsmen and propose new designs. I have been presenting my collections at overseas exhibitions for the past six years, and at that time, I was told that Japanese craftsmanship is a classic. In other words, the quality is excellent, but the design is not new.
I see.
nearby mountainI was very frustrated when I heard that. We wanted to send out our message not only to Japan but also to the world, but I felt that if things continued as they were, we would forever be referred to as a "classic. I felt strongly that we had to try something new.
Mr. Toyama, you are going to invent a new design based on the Japanese technology.
nearby mountain. My brand has an item named "Double Dutch". Usually, eyeglass frames consist of a rim and a bridge, but "Double Dutch" combines them into one.
The "Double Dutch" is one of Yuichi Toyama's most popular products. The item is named after the jump-rope game in which two ropes are used to jump. Mr. Toyama was inspired by the curves of the rope as it spins around and around when he encountered this game being practiced in a park.
. It looks as if the frame is made of a single piece of wire.
nearby mountain. The actual material is titanium, but this is something that could only be done by Japanese craftsmen. It takes much more time and effort to give shape to a design than to think about it in one's mind, and I believe that this was possible because of the partnerships we have formed with factories over the years.
. I am now able to design more personalized designs.
When did you start your career as a designer?
nearby mountain. 26 years ago, after graduating from a technical school, I started working as a house designer for a company that owned a fashion brand. . The company was focused on pursuing the possibilities of fashion. But since I majored in product design at technical school, I gradually became interested in focusing on eyeglasses as daily necessities as well.
. . you mean, not accessories.
nearby mountain. Yes, that's right. When you are young, everyone is eager to have their sense of style understood. However, if it is a one-way street, no one will be pleased. I realized that the role of a designer is to bring joy to many people.
nearby mountain. So, after working for that company for about 12 years, I became an independent designer and was entrusted with designing several brands as a freelance designer. After building up my skills and saving up money, I finally started my own brand in 2009. I continue to work for Yuichi Toyama while also designing for other brands.
Your brand was originally called "USH," wasn't it? What made you change it to "Yuichi Toyama" last spring/summer?
nearby mountain. Last year marked the 25th anniversary of my involvement in eyewear design. . As a milestone, I wanted to change my mindset.
So you decided to change the scenery.
nearby mountainI think that during the Ash period, I was designing the "Ash" brand objectively.
Although "ash" is unmistakably Mr. Toyama's brand, it was as if you were designing through a single filter.
nearby mountainYou're right. But after I changed the name of my brand to "Yuichi Toyama," I think my designs became more personal. I often say, "This is very well done. At first glance, it seems to be universal, but if you look closely, you can see that it took a lot of effort and has a twist to it, you say that.
So you are trying to create such products as "Yuichi Toyama.
nearby mountain. I don't think we can lose to the wide range of information that customers have nowadays. I don't think we need any big surprises since they are daily necessities, but we want them to think, "This is something nice.
. We want to connect people through "THE LOBBY TOKYO".
What made you decide to open "The Lobby Tokyo"?
nearby mountainAs I mentioned at the beginning of this article, I wanted people to look at eyeglasses as a product, not as something instantaneous. Of course the design and usability are good, but I felt that it is necessary to have a place for proper maintenance in case of breakage. There are many shoe repair stores, but there are no such stores for eyeglasses.
Yes, that may be true.
nearby mountain. The glasses we make are unfinished products. Except for sunglasses, we basically sell frames to opticians wholesale, and our staff guides customers to the stores and fits lenses that fit their eyes. That's when the product is completed.
The "THE LOBBY TOKYO" sign in front of the store, as well as the icons for glasses, coffee, and maintenance, were created by artist Minori Imai. She has created many works using iron, and the fixtures and lampshades in the store were also created by Ms. Imai.
As if to express the brand's world view based on the concept of "neutrality," "The Lobby Tokyo" is a space with white as its base color. The design is symmetric, as eyeglasses are symmetrical products.
. So the store is part of the process of completion?
nearby mountain: Yes, it is. . then there is a possibility of unexpected problems. . That's why I think we need a place that takes good care of all kinds of symptoms. We don't want to just wholesale frames and be done with it.
What exactly do you mean by "symptoms"?
nearby mountain: I'm sure there are many, but for example, when you wear glasses, they gradually become misaligned or unscrewed. . Also, if you wear hair styling products, the frames get dirty. If we polish them, the worn-out glasses will shine like new again. We plan to offer such services.
You said you want people to come to you when they are in trouble, as if you were a temple.
nearby mountain: Yes, that's right. Maintenance itself can be done by taking the glasses to the store where you purchased them. However, from the customer's point of view, if there is a place that specializes in maintenance, I think it would be easier to ask them to do it. So, as long as the glasses are made in Japan, we will do our best to provide maintenance services even if you bring in a brand other than Yuichi Toyama.
Will you be selling any of Yuichi Toyama's items at "The Lobby Tokyo"?
nearby mountainWe do not have a showroom. We have a showroom where we keep samples, but our main content is basically "maintenance. We also have a coffee shop and regularly exhibit artists' works on the walls.
nearby mountain. Also, I am planning to focus on collaborations. In the future, I plan to sell not only eyeglasses, but also original dharma dolls, and I am talking with DJ MURO about creating something related to vinyl records. . I am also thinking of selling stationery and used books, which are the source of my ideas.
So you have made it a place where people with purposes other than eyeglass maintenance can easily visit.
nearby mountain. I want to make it a place where people can gather. I hope that people will connect with each other through what we have here. . I think coffee is necessary for that.
The espresso machine is a "La Maezocco. After consulting with various people, they decided on a machine that can consistently brew delicious coffee. The coffee beans are blended by Nathalie from Hotel Drugs in Gaienmae.
nearby mountain. I want to create a place where people can communicate with each other with that kind of feeling. I want to create a place where people can communicate with each other with that kind of feeling. I myself met an artist at a coffee shop and ended up collaborating with him, so I would be happy if this space could be like that.
. I hope it will have a positive impact on your brand, Mr. Toyama.
nearby mountainI would be very happy if you would see a pair of glasses I designed while drinking a cup of coffee or looking at art, and you would like it, even if it's only vaguely. I would be very happy if people see a pair of glasses that I designed while drinking coffee or looking at art, and even if it is only for a moment, they might like them. You can't buy them on the spot, but if you ask our staff, we can introduce you to a store that sells them.
nearby mountainI would also like to be stimulated by the customers myself (laughs). I myself consider communication to be one way of input, so I would like to use the stimulation I receive here as feedback for YUICHI TOYAMA's manufacturing and to move the brand forward.
