Bringing new perspectives and sensations to eyewear. The first physical store of Notino Optical has opened in Minami Aoyama.

NOCHINO OPTICAL, an eyewear brand handmade in Japan by craftsmen in Sabae, Fukui Prefecture, opened its first physical store in Minami Aoyama, Tokyo, on July 22 (Sat).

The theme of this brand, in which many creators based in Tokyo, Fukui, and New York participated, is "Thirteen Nights of the Moon.

The moon on the 13th night before the full moon. It expresses the unique Japanese virtues of "lack," "incompleteness," and "blank space" as beauty.

For "NOCHINO OPTICAL," glasses are synonymous with the moon on the 13th night of the month.

This is a way of looking at it. It is still unfinished when it leaves the hands of the craftsman, and it is close to completion when it is handed over to the customer and shared with them for their daily lives.

The space of the Minami Aoyama flagship store is directed by YAR, the creative studio of artist Yoshirotten, who has also worked on the brand's package design.

Designed by architect Yuichi Hashimura, the store is in line with the brand's concept, with careful attention to detail in the spatial design and lighting.

Directly-managed store limited color

As for the lineup, the full lineup of all models and colors will be available, and colors exclusive to directly-managed stores will also be released.

In addition, they will also convert lenses with power lenses.

Polarized lens series, which will be released first, will also be developed.

Also available are diffusers and room sprays made from original blends specially ordered from Epo Essential Oil Factory, which distills and refines essential oils at its own factory.

Not only eyewear, "Notino Optical" stimulates the senses through space and scent. Its visibility is excellent.