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2025
Client
isu Inc.
Total Coordinator
Katsumi Takaichi (isu)
Art Director
Tsutomu Yoshizaki (MiKS)
Florist
Ryo Yamamoto (hibou)
Sign
Ki to / Construction: Horaisha Ishikawa
Photography
lio (@ph_lixu)
For the February 2025 opening of "coyoi," a restaurant in Kanazawa's downtown Katamachi district that serves carefully selected tea-infused rice and tea drinks themed around the aroma of tea, I served as art director, supervising Isu Takaichi, to design everything from the visual design to the spatial experience. The tea ceremony served at the restaurant uses three types of tea leaves carefully selected by Kanazawa's oldest tea shop: sencha, genmaicha, and Kaga bocha. The design highlights the number 3, as the restaurant's name, "coyoi," expresses the concept of "enjoying tonight's Kanazawa" in three kanji characters, combining the characters for "ka" (incense) and "yoi" (evening). The icon combines the lingering feeling/emptiness expressed by the ellipsis (...) with the "fluctuation of tea aroma," and is based on the shape of the ellipsis, with the silhouette of tea leaves, symbolizing the aroma, and a new moon, symbolizing the evening.
To express these visuals as an iconic spatial experience, a large lantern with the word "evening" (yoi) written on it was hung, sending a message to passersby as the store opens at 8:00 PM. Furthermore, with just the store name and icon, we wanted to provide customers with the impression of the aroma of tea wafting through the air, while evoking the image of sake.
The storefront facade features branches and leaves by Kanazawa florist Yamamoto (hibou), visualizing the aroma of tea, and expressing this impression spatially as well. Furthermore, two large existing cracks running along the exterior wall were repaired with gold lacquer, a traditional Japanese technique that reflects the deep-rooted aesthetic of Kanazawa, transforming the negative impression of the cracks into a positive one.
The word "kaori" (fragrance) encompasses many nuances beyond the simple meaning of "smell," such as "softness and delicacy," "a sense of the seasons and the movement of nature," and "intangible expanse."
We hope that each individual will enjoy the various interpretations of what is displayed, while enjoying this evening in Kanazawa with their chazuke and sake.
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