【FOCUS IT.]DASK shakes Futaba into the culture scene. What is the true reason for owner Shingo Sato to move his base from Setagaya to Shinagawa?

Select stores, cafes, bookstores, etc. ... Setagaya-ku is home to many independent and deep stores whose owners have a keen eye. Many cultured people live along the Odakyu Line in search of culture.

DASK, a select store that has played a part as a source of information in the Shoin Shrine in Setagaya, opened three years ago and is now a well-known store, but has decided to relocate in January 2022.

Located in Futaba, Shinagawa-ku, Tokyo . It is a 6-minute walk to Nishi-Oi Station , and a 9-minute walk to Nakanobu Station . The name of the place is unfamiliar, and many of you may not have immediately pictured the scenery.

And that's as it should be. Futaba is a clean residential area that is perfect in every way. For young people who are full of vitality, it may seem a bit lacking.

Why on earth did "Dusk" choose Futaba as its next base? We will explore the true intentions of the owner, Mr. Seigo Sato, at his brand-new restaurant.

I fell in love with the building at first sight.

Do you think there is something attractive about Futaba that only Mr. Sato can see?

Sato:No, I don't (laughs). I didn't know Shinagawa-ku very well, and before deciding to relocate, I walked around the area and gathered information from people, but I couldn't find any stores like those in the former Setagaya-ku.

(laughs). Why did you move to such a place?

Sato:The building that housed the Shoin Shrine store was scheduled to be demolished from the time we rented it, so we knew we would have to move in three years at the earliest. However, there was talk that the building would last from four to seven years, so we were taking it easy, but due to Corona and other factors, it was decided to demolish the building in exactly three years. However, due to Corona and other factors, we decided to demolish the building in exactly three years.

I liked Setagaya because I used to live there, and I was looking for a place nearby, but I couldn't find anything that fit the bill.... I was posting on Instagram, "I can't decide on a place," when an architect friend of mine introduced this place to me, and I decided to take a look.

What did you think when you saw it?

Sato:I fell in love with this building at first sight! I have always liked buildings that have been renovated or converted into warehouses, but this one really caught my attention even though it was newly built. I like the square shape and the Okinawan style of the sides. . from the moment I saw it, I already had a picture of the store in my mind. I thought, "The impact of the products in the store would be huge. . I had a lot of trouble with it, but in the end, I was won over by the building's good looks.

There are vintage clothes and Japanese tableware. The cultural crucible that is Seigo Sato.

I think the signboard on the eaves indicates the genre of the items on display, but what is this indescribable sense of disconnectedness?

Sato:It's kind of appropriate, isn't it? Vans" is a brand name. That's how it came to be when I put my roots into it. There are vintage clothes, skateboards, and posters, and the lineup is totally different, but I like them all.

. The tableware in particular is a very unusual touch.

Sato:. I've been into Japanese tableware for the past 5 or 6 years. For a long time, I liked the American style from the 80's, but when I started going camping, I became interested in local things. It was a rediscovery. Since starting the store, I have been going to pottery fairs, ordering items that I have used and liked, and going to the local market to purchase items that I particularly like. I think I often get female customers to pick up my products. It is common for a husband and wife to come to the store together, with the husband looking at the clothes and shoes and the wife looking at the tableware.

The restaurant has a high level of sensitivity, but it also has a sense of calmness, thanks in part to its sturdy tableware.

Sato:. we want people to be able to relax in our store. Although it is small, we have chairs set up. We also have a place for people to put their luggage when they pay the bill.

You can try on the shoes. Speaking of shoes, you put "Vans" on your signboard, so you must be quite fond of the brand.

Sato:I have no choice but to write that since 90% of the shoes we carry are "Vans. Vans shoes are always available, and they are the most affordable item at Dusk. I like the fact that they have a street-style background and have a bit of a "yankee" feel to them, while still being wearable no matter what my mood is. I like that they have a street background and have a bit of a "yankee" feel to them. I find that sports sneakers can really set the mood. Sometimes I feel "cool" and sometimes I feel "not so cool! When the trend is over, I don't want to wear them anymore. The closest thing is "Converse," but I think they are a little too serious.

Vans, especially those designed in the U.S., are interesting because there are no absolute standards, such as slightly different colors even though the type is the same. Every year, we stock a variety of items that we like. Vans" are available in a wide range of sizes, so there is something for women as well.

I am looking forward to visiting the site on a regular basis to see what "Vans" are currently in the collection. I am also interested in the "MUSIC" and "ANIMAL" sections....

Sato:Neither is a large percentage of our merchandise, and the only music-related items are the vintage band posters and band T's on the wall. But every weekend, I upload my mood CDs to my Instagram, and I also play background music in the store on a CD deck instead of wired. I change the music depending on the time of day, and I DJ while tending to the store...80s new wave, post-punk, alternative, and even beat-up music.... . Music genres are very narrow and detailed, so if we like the same things, we naturally form a sense of camaraderie. I'm sure that's part of the reason why some of the customers who were in indie bands also came to the show.

. So, not all customers are attracted by the products. Then, what about the "ANIMAL" customers?

Sato:I like animals very much! Not cute ones, but ones with fangs and horns. For birds, I like birds of prey such as eagles and hawks. It's not that I prefer ferocious predators, but I also like walruses.

. Indeed, if you take a closer look at the store, you can see some animal motifs here and there.

Sato:. yes, yes. Even if the product lineup doesn't reflect the atmosphere of the company, we try to give a sense of the atmosphere of the company.

The anxiety is still there, as it has been since the opening at Shoin Shrine.

. It seems inevitable that a restaurant with this much flavor and ingenuity would attract customers.

Sato:Thankfully, I am doing well, but I am always anxious. No matter how many visitors we have on Saturdays and Sundays, the next Monday it rains and there are almost no visitors....

I'm surprised that it is so popular. . If so, the move to Futaba must have been quite a decision.

Sato:For about a month, I was super worried! I was thinking, "If it were in Yoyogi Uehara, I would have made a quick decision..." (I was thinking...) I thought to myself, "If it were in Yoyogi Uehara, I would have made a quick decision..." (laughs).
During my time at Shoin Shrine, I often held events with neighborhood stores, so I don't think it would be easy for me to do that kind of thing.

DASK sets up in two leaves.

Was there any reason other than the attractiveness of the building that made you decide to stay?

Sato:After all, my way of life and this place may not be so bad together. I like to do things that don't make much sense. It's easier to be thought of as "this guy is kind of random. I wanted to name the restaurant "Dusk," which means "dusk," at first. It has a somewhat Japanese sentiment, don't you think? . But when I looked up the name, I found that it was already being used by another restaurant. But I liked the feeling of the word and the arrangement of the letters, so I thought, why not change one letter and use "DASK"? . I was told that this one is an abbreviation for Danish computer, so I thought I would not find any stores using it, so I put it up without hesitation.

It doesn't mean anything, but it's a Futaba. I have a tendency not to want to do the same things as other people, so people I know say, "You've got it right.
And a trendy place has that much more competition.

. It's hard to say that a prime location is absolutely the way to go.

Sato:Either way, the days of thinking about whether or not customers will come or not will not change, so I think it is a matter of putting our ingenuity to the test so that we don't get bored. I want to keep the store alive. . I want to keep the shop alive. I want to hold regular events, such as private exhibitions of artists and exhibitions of designers. We don't just stock products and sell them, but we always try to devise something new.

The background music and selections in the store are also your tricks, Mr. Sato. I am sure the neighbors will gradually notice your ingenuity.

Sato:. It's a residential area, so there are a lot of people. I hear that the Hatanodai area is also getting more and more popular these days. The access to Shibuya and Musashikosugi is not bad, and I hear that young people are beginning to gather here. It may take some time, but I have a feeling that this area will become like Yoyogi Uehara, a place dotted with stores with a nice atmosphere. . It's hard to say, but I think it has potential.

. I think we may see more stores like that starting with "Dusk".

Sato:. that would be nice. . Even if it's not the same type of business, it would be nice to have a flower shop or something like that. Since this is a new building, no one lives in any of the rooms yet, and since SOHO and tenants are allowed, someone may decide to open a coffee shop on the second floor. I would be happy if the number of stores increases in this way, collaborating with other stores, and the town becomes more lively.

. Maybe Futaba will be the next local trend-setter. Let's start with this building.

Sato:I'd be happy to have the store in there. I still have a room above , available!