Heritage Reimagined: Shinbashi Tamakiya’s New Era of Tsukudani Tradition

The redesign of Shinbashi Tamakiya's main store by Aioi Design explores the deep cultural significance of tsukudani while incorporating a modern design approach. This update positions the historic brand to appeal to a contemporary and discerning audience. The space features a minimalist yet dignified aesthetic, showcasing modern functionality and a profound respect for heritage. These elements reflect the brand's commitment to preserving traditional Japanese food culture.

Design Perspective

Aioi's innovative approach to the redesign of Shinbashi Tamakiya's main store is a departure from traditional tsukudani shop layouts. Instead of the typical dominant counters and brief customer interactions, the design embraces openness. It features strategically placed flat display fixtures that encourage a more dynamic, three-dimensional space exploration. This unique layout allows customers to linger and engage more deeply with Tamakiya's artisanal tsukudani offerings, creating a comfortable and contemplative environment. The store design uses understated materials and a neutral colour palette, invoking a sense of calm and reflecting the simplicity of Japanese aesthetics. This ensures that the store feels serene and uncluttered while drawing attention to the meticulously arranged products.

A notable addition is a dining space within the retail environment, which is an uncommon feature for a Tsukudani specialty store. This area allows customers to sample dishes that highlight tsukudani as a central ingredient, providing a unique opportunity to experience this traditional food's versatility and rich flavors. This "living display" of Japanese culinary heritage transforms the store into a multisensory journey, bridging Tamakiya's historical past with the evolving tastes of today's clientele.

Business and Cultural Value

For a brand like Shinbashi Tamakiya, this redesign reinforces its role as a custodian of cultural tradition. Highlighting tsukudani, a preserved food, is a significant choice—it embodies Japan's values of sustainability, resourcefulness, and reverence for nature. The design aims to introduce this craft to a new generation, serving as a business strategy and a cultural statement. It allows the brand to attract a broader demographic, including younger consumers and international visitors unfamiliar with tsukudani. This emphasis on business and cultural value will leave the audience feeling confident about the brand's future and its commitment to cultural preservation.

By incorporating educational elements and an experiential tasting room, Tamakiya positions tsukudani as an ingredient that bridges traditional and modern culinary worlds. This approach not only fosters cultural value but also stimulates business growth. The blend of functionality and brand impression is crafted to create a memorable, immersive experience that reflects Aioi's vision of transmitting Japanese food culture to future generations. These educational elements will leave customers feeling informed and enlightened about the cultural significance of tsukudani.

As Tamakiya steps into a new era, the store's design embodies both respect for its rich past and a steadfast commitment to a sustainable, culturally enriched future. The result is a space that is as timeless as it is forward-thinking—a reflection of Japanese heritage reimagined for a world that values authenticity, tradition, and innovation equally.

For more information, please visit: https://aioi-design.jp/

*This project is one of the shortlisted project in the Sky Design Awards 2024 - Interior Design - Retail Design Division

Designer Profile

The BONAVENTURA Ginza Store: Where Minimalism Meets Luxury in Tokyo's Design Epicenter

Located in the bustling Ginza district of Tokyo, the BONAVENTURA Ginza Store represents a fusion of sophisticated design and unmatched luxury. Created by the esteemed Japanese firm Old-Kan, this flagship store redefines the traditional retail experience by offering a space that exudes the exclusivity of an art gallery rather than a typical store.

The store's design concept revolves around a "Sculptural Museum" theme, where every detail is carefully selected to embody BONAVENTURA's dedication to quality and timeless elegance. The interior is adorned in a serene greige tone, a neutral colour palette that provides an ideal backdrop for showcasing the brand's luxurious leather goods. This minimalist approach draws attention to the products, accentuating their craftsmanship and materials.

A striking feature of the store is its functional spiral staircase and design statement, with handrails wrapped in BONAVENTURA leather. This tactile detail invites customers to physically engage with the brand, creating a sensory connection beyond the visual, intriguing and engaging the senses.

The store's lighting is carefully orchestrated to enhance the overall atmosphere. Soft, ambient lighting highlights the textures of the materials and adds warmth to the space, creating an inviting and intimate environment. This thoughtful use of light transforms the store into a serene haven, a peaceful escape from the hustle and bustle of the outside world, where customers can explore freely and feel at ease.

In an era dominated by online shopping, the BONAVENTURA Ginza Store is a prime example of the enduring value of physical retail spaces. It offers a hands-on, immersive experience deeply connected to the brand's identity. It's not just a store; it's a sanctuary for enthusiasts of exceptional craftsmanship, where every detail has been carefully considered, and every element works in harmony to create a space as luxurious as the products it holds.

The BONAVENTURA Ginza Store represents the evolution of retail architecture into an art form. A harmonious blend of aesthetics, functionality, and brand representation creates an unforgettable experience for visitors. With its sophisticated design, seamless integration of brand elements, and focus on sensory engagement, the store stands as a testament to the power of physical retail spaces in captivating and inspiring consumers in the digital age.

For more information, please visit; https://old-kan.jp/

*This project is one of the shortlisted project in the Sky Design Awards 2024 - Interior Design -Retail Design Division

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Shohei Urata (Old Kan) - Interior designer.

Designer Profile

Shohei Urata (Old Kan) - Interior designer.

Born in Sapporo, Hokkaido in 1987. After working at the interior design office in 2011-2014, studied under A.N.D. of NOMURA Co., Ltd. in 2014-2020. Established Old Kan in April 2020. He designs a wide range of genres, focusing on restaurants, retail stores, and bridal facilities.

Major awards include Japan , IF Design Awards 2023 “Winner” , Sky Design Awards 2022 “silver” , KUKAN DESIGN AWRAD 2022 “short list” , Sky Design Awards 2021 THE NEW BLACK IN INTERIOR DESIGN , Space Design Award 2020 Hospitality Category Gold Award, International Property award 2018, Andrew Martin Design Award 2015, 2017, APIDA 2016 (Hong Kong), Japan Space Design Award 2016, Display Industry Award 2016 Encouragement Award, etc.