THE STORE OF A WELL-ESTABLISHED KNIFE BRAND DESIGNED BY KATATA YOSHIHITO DESIGN WITH ITS SIMPLISTIC ELEGANCE, CONTRASTS WITH THE BUSTLING ASAKUSA COMMERCIAL DISTRICT, TO SHOWCASE TOJIRO’S PRODUCTS
TEXT: THANAPORN LOHAVICHITRANON
PHOTO: MASAAKI INOUE EXCEPT AS NOTED
(For Thai, press here)
The neighborhood of Asakusa is renowned for the famous Sensoji temple and bustling streets adorned with vibrant red lanterns, with an array of local shops and restaurants on both sides. Asakusa’s captivating scenery has made it one of Tokyo’s most renowned tourist destinations. Across the road from the temple lies Kappabashi Dougu Street, one of Tokyo’s most long-standing commercial districts. The area underwent a significant renovation after the Kanto earthquake that hit the region in 1923. Over time, the neighborhood has transformed into a bustling commercial district with a variety of shops that specialize in cooking and restaurant-related products. The initial objective behind the neighborhood’s revival was to establish a hub that offers a wide range of tools and equipment for restaurant owners and individual users while also promoting Japanese food culture to tourists visiting the Asakusa area. On both sides of the street are shops that sell an extensive selection of kitchenware, from utensils, crockery, and cooking tools like pots and pans to chopsticks, baking equipment, and an essential tool in Japanese cuisine: knives.
Japanese cuisine places great emphasis on the authentic, natural flavors of ingredients. This is why it is not surprising that meticulous cutting, trimming, and careful selection of the best parts of the ingredients are given extra attention. In Japanese cuisine, knives are classified not only as western and Japanese knives but also into various subcategories based on their functions, lengths, and materials. Kappabashi is a district that boasts numerous knife shops located in close proximity to one another. Some of these shops offer a plethora of knives at different price points for tourists to purchase as souvenirs, while others are long-standing establishments with their own stories and histories.
TOJIRO is a knife brand with a rich history of over sixty years, originating from Tsubame town in Niigata prefecture. The town is renowned for its exceptional knife-making industry, producing knives that have gained both national and international recognition for their superior quality. In Japan, well-established knife brands usually do not require a physical store as they are already inundated with orders from their customers. Tojiro, however, aims to establish a closer and more connected relationship with its clientele. This intention resulted in the creation of the brand’s inaugural store, TOJIRO KNIFE GALLERY TOKYO, situated in Asakusa. The establishment’s goal is not only to sell products but also to educate people about TOJIRO knives. To achieve this, the brand enlisted the help of KATATA YOSHIHITO DESIGN, a design studio that specializes in branding, graphic design, and product design. The studio has worked with other well-known brands, including NAKAGAWA MASASHICHI, a selected shop brand with branches throughout the country.
In the midst of a bustling historical commercial neighborhood, frequented by both Japanese and foreigners throughout the day, sit numerous shops selling kitchen supplies. These shops typically prioritize presenting their products in a convenient and accessible manner for customers rather than focusing on elaborate decorations. TOJIRO KNIFE GALLERY TOKYO distinguishes itself from other stores in the neighborhood with its unique experiences for visitors and minimalist white and gray color scheme, amidst a row of shops selling similar-looking items. If the location were situated in downtown shopping districts like Omotesando or Daikanyama, it would seamlessly blend in with the chic cafes and boutiques in the area without standing out too much. The simplicity, understated elegance, and refined presence of TOJIRO KNIFE GALLERY TOKYO contrast with the old-world atmosphere of Asakusa’s historical commercial district, making it naturally appealing and stand out to passersby.
Photo: Thanaporn Lohavichitranon
Photo: Thanaporn Lohavichitranon
The store has been designed to resemble a gallery, in keeping with its name. The materials utilized in the flooring, walls, and steel structure installed in the walls and ceiling are identical to those used in the brand’s knife factory in Niigata, following the design team’s intention to recreate a miniature version of the TOJIRO knife factory in Tokyo. Over 200 knife series are displayed in various categories. The knives are displayed on white steel panels that have been installed to the steel structure using magnetic force. This removed the need for a display shelf or cabinet, resulting in a minimalist design that focuses only on the essentials. TOJIRO’s brand identity is defined by simplicity, achieved through carefully eliminating unnecessary components. This is evident in the way each element found in the shop is showcased because its presence is significant and meaningful to the story of the brand.
Upon entering, a member of the staff will take the time to provide an interested customer with information about the story behind each knife series. There is a small room located behind the counter where skilled knife artisans inscribe the names of customers onto the purchased knives, and visitors are able to observe this process as it takes place. The interior of the place has a minimal and clean-looking appearance that is nothing like the busy street and neighborhood outside. The place provides visitors with a comfortable environment, allowing them to take their time and appreciate each creation as if they were strolling through works of art exhibited in a Tokyo art gallery.
Photo: Thanaporn Lohavichitranon
TOJIRO KNIFE GALLERY TOKYO provides a unique shopping experience for those in search of a high-quality kitchen knife. The store’s design sets it apart from its surroundings, creating a feeling of disconnection. However, as customers spend time in the thoughtfully designed spaces and interact with the knowledgeable staff, they begin to develop a deeper understanding and appreciation for TOJIRO’s creations, with stories about the knives adding to the overall experience. Overall, TOJIRO KNIFE GALLERY TOKYO offers a fresh and innovative approach to how one purchases a basic kitchen tool. The next thing I knew, I was walking out of the store with a brand-new, perfectly wrapped knife in a bag.