Space Brand Design
And the people who created the style

This book is not a travel book.
"Tokyo Curation" is a journey to experience the brand Tokyo itself.


The author, who had worked as a fashion editor for a magazine for a long time and then moved to the marketing department of Hyundai Card, ended up living in Tokyo one day.
Suddenly, I was faced with the reality of survival, not a tourist destination like Tokyo.
The first sentence, "There are views that can only be seen when you go inside," is the message the author delivers as he begins the story, and it becomes the point at which we observe the city.


As an editor who has witnessed the birth and death of brands more closely than anyone else, and as someone who has lived in Tokyo for six years, I have captured the light and shadow of local life in Tokyo with a balanced perspective.
The moments of Japan seen through the editor's prism will ultimately become a valid inspiration for us wherever we are.
'Tokyo Curation' is the ability to live flexibly while maintaining our own tastes amidst the waves of information.

--- p.34
Haruki Murakami, who loves music, has a more vivid rhythm in his writing than any other writing.
Maybe it's his musical writing that I admire him.

--- p.34

As soon as I passed through the wide open front door, as if entering someone's home, what greeted me was a garden filled with bonsai trees.
As if mocking my age of only a few decades, the figure that had survived and endured on this Earth for hundreds of years seemed to possess a divine spirit that no words could dare to express.
Each of those majestic and elegant figures towering toward the sky was a world of its own, a universe in itself.
--- p.37

It is a very strange experience to face an art museum as a completely empty white space with all the artwork removed.
It was as unfamiliar as the face of an actor with no makeup on, or as unfamiliar as a city center on a weekday with no people in sight.
It takes great courage, both for those who allow it and for those who see it.
But sometimes you have to change direction completely to see things that weren't there before.
This is why a change in thinking is necessary.

--- p.48

It may not be a good idea to just smash everything.
It's strange that retro is booming and everything old is revered just because it's old.
However, I think that the landscape of our country, which developed rapidly after the war, has its own unique character that cannot be found anywhere else.
Even the apartments of the 1980s, which are often considered dull and lacking in individuality, can be transformed into our own proud heritage, depending on how they are interpreted and evolved.
I hold onto a little hope.

--- p.86
Tadao Ando, ​​who works primarily with exposed concrete, is adept at making his buildings stand out from their surroundings.
Kengo Kuma, a generation after Tadao Ando, ​​on the other hand, pursues architecture that is as inconspicuous as possible.
It is an architecture that hopes to blend into the environment and become a part of it.
--- p.55

two.
light

At the very center, cacti, each lit by its own light like the main characters on stage, exude a quiet presence.
I stopped for a moment without realizing it at the sight of such an unfamiliar sight for the first time.
It was a dazzling and mysterious sight, like encountering jewelry displayed in a showcase in the middle of Ginza.
Somehow, the cactus felt more wonderful than jewelry because it was a breathing living thing with a beginning and an end.

--- p.108

I wonder what kind of shop would shine with its own unique color in it, looking at In a Station.
Expressing your own style in a complete yet gentle way without being swayed by trends.
Maintaining a strong yet flexible belief that is unshaken by the waves.
It's not just a silk shop story.
There are times when I don't even want to turn on social media because of the overflow of information.
It's not that it's boring because everything is similar, but rather that the sea of ​​information sometimes feels merciless.
--- p.113

Art and Science, filled with objects that have passed her demanding persuasion, will be the definition of the question, "What is good consumption in this age of overflowing goods?"
The products she introduces are certainly not greatly influenced by trends or fashions, so the more you use them, the more they develop a vintage feel and provide long-lasting satisfaction.
In my case, it was a navy suede bag I bought a few years ago.
I can understand it well.
--- p.118

The process of 'rescue', in which abandoned items that once represented the world's senses are redesigned through their eyes, always leaves a deep impression.
--- p.129


They say there's nothing new in the world, but I believe that if people who are good at different fields come together and try something fun, they can create something new.
If such movements can inject interesting color and vitality into a stagnant city, what art in everyday life could be more meaningful?

--- p.151

Perhaps today's true innovation comes from continually overcoming established limitations, like hurdles.
The thrill of accidentally visiting a market in an unfamiliar place is one of the unplanned joys of travel.

--- p.160

The reason why Fresh Service is more special to me is because it pursues the direction of ‘sustainability.’
If you like a product, it will lead you to repurchase it at any time in the future.
I believe that it is a consideration that represents our desire to continue using good things, and an attitude that truly understands and practices the meaning of 'use's beauty.

--- p.171

Tokyo's antique markets are very similar to the Japanese people.
The market is not just a place where old things are displayed.
A place to gather inspiration, share stories about the objects and things that have passed by, and gaze into the passing of time.
Then, if something catches my eye, I return to my seat, fiddle with it, and think about it for a while before finally picking it up and going home together.

--- p.199

Cherry blossoms symbolize spring and the beginning, but they also symbolize the nature of life, such as regeneration and finiteness.
This is because it has the property of blooming brilliantly for a short period of just two weeks and then disappearing like a fleeting dream.
This magnificent but short lifespan reminds us of the truth that our lives are not long at all.
So, I think it teaches us the lesson that we should see and enjoy the best things in this life as much as possible, and that we too should cultivate our own lives beautifully.

--- p.203

This map, which clearly took time and effort to create in collaboration with local community groups and small business owners, contains something that Google Maps doesn't.
It is pride in one's own shop and a special affection and love for the village where one opened the shop.
It is a reflection of the common wish that not only my own store, but also the store next to me and our town prosper together.
--- p.208

Omotenashi is not just about sincerity.
It is something that is built up step by step on top of a fundamental attitude toward one's work.
The reason why omotenashi has become a representative service of Japan is because it is expressed by adding the true and sincere heart of 'sincerity' to this sincerity.
It's easy to say, but we know how difficult it is to work with all your heart every moment.
--- p.217

Embracing and willingly accepting our flaws and imperfections by emphasizing them rather than hiding them, which are broken, blemished, and scattered here and there.
I thought that might be the spirit of Kintsugi and Japanese wabi-sabi.
--- p.230

It takes enough time.
It cannot be helped that it is even more difficult because time alone is not enough.
This is Japanese time, and this is how people live here.
So don't rush or rush too much.
I'll let my mind relax a little.
Then, one day, I might find myself following the Japanese trend.
--- p.232

If we look closely at the reasons why there are so many solid brands throughout Japan, we can see that this crew culture has had a significant influence.
A culture of constantly refining one's position and advancing while uniting 'separately, yet together'.
In the end, it's about living well together.
--- p.266

These days, stores with this kind of atmosphere are especially common in Tokyo.
A sophisticated yet casual French bistro.
In the open kitchen, chefs are busy preparing food, and when you sit at the bar, you sometimes make eye contact with the owner and have a quick chat.

--- p.295

When I return to Korea someday, the food I will miss and think of the most will not be sushi or kaiseki, but tonkatsu.
This means that there is a significant difference in level between this dish and Korean pork cutlet, but how can we explain the taste and texture of the meat?
--- p.297

Omelette rice tells us the truth that what looks simple is actually more difficult.
The simpler the material, the less likely it is that the skill will be obscured or hidden.
--- p.322

The charm of Kitsaten is that it feels like I am inside a landscape in an old frame.
In a world where everything is changing rapidly, there are days when I wish there were some things that would remain constant, and I visit my local Kitsaten.
--- p.335

His designs incorporate all the elements that represent modern Japanese design today.
Its small size fits perfectly in one hand, its refined shape that is angular yet somewhat rounded, and its aesthetic feel reminiscent of a lyrical still life painting are all there.
If you decorate your table with these dishes, all the food that fills your daily life will be upgraded to the realm of art.
--- p.401

She explained why Japan is a country of details, and even mentioned the word "sincerity."
This was a story that every designer I met told me without fail.
Here I must add one thing.
That would be the kind of sincerity that is 'omotenashi' and that knows how to consider the other person first.
--- p.422

He emphasized movement until the end of the interview.
He told me that if I live each day with curiosity and work hard at what I'm given, the next thing will come, and that it's a natural flow.
I believe that there is an invisible thread in the world that watches over and connects everything I do with all my heart.
So, just go with the flow, like water or waves, and adapt to the situation.

--- p.450