Independent eyewear store in Tokyo: An unassuming residential area near Tokyo boasts one of the most thoughtfully designed and carefully curated eyewear galleries, owned by eyewear expert and stylist Hiromi Toh, and conceived according to the Japanese word, “natsukashii”
Styled after Hiromi Toh’s Japanese name Tou, the optical store, tö eyewear lab is more like a gallery than a traditional eyewear shop. After a career as an eyewear stylist in mass media, Toh created the space with the idea of proposing a new world of eyewear, where consultations are by appointment only. The eyewear enthusiast is invited to discover this creative world quietly, at their own pace, without the noise and distraction of a more common retail space.
Located in a residential area outside central Tokyo, there are no signboards on the building and no traditional shop front. tö is located along a quiet street, close to a temple, and like an art gallery features a large glass window displaying special eyewear designs as works of art. To the right of the window, there is a large striking red door. Behind this door is the extraordinary world created by Toh, based on the Japanese concept of “natsukashii” – a word that evokes a soft and warm feeling of nostalgia, neither specifically Japanese, Western nor Asian. Above: the interior of the eyewear lab, tö, located in a quiet street
In the corridor just after the entrance, an impressive plate of copper, that has been left to develop its own natural verdigris patina, welcomes you inside. You then enter the main space, discovering a gigantic red wall evoking ancient Asia, and are met with an artwork of rust behind a counter.There are hardly any eyewear frames on display in the store.
Unique eyewear consultations at tö
“My curated collection of frames can be found in the shelves of the antique Japanese furniture,” explains the owner with pride. “Consequently, the consultation begins by understanding the customer and their image of eyewear, before handpicking frames from within the shelves, especially for them. I always try to select a frame that challenges that preconceived idea, all the while surprising my customer. The closed shelves support this sense of surprise and delight that they feel during their journey in my shop. When a frame exceeds their expectations, I know I have achieved what I set out to do.”
With her expert eye and appreciation of fine eyewear design, which she has developed over many years of working in fashion and the optical business, Hiromi Toh has created a unique eyewear space with a personal touch that is very unusual in optical retail. Find out more at www.to-o.co
2-6-21-1F Shinmachi, Setagaya-ku, Tokyo