Birth of a flagship store that combines craft architecture and dyeing and weaving culture
In September 2019, Hosoo's new base, ``HOSOO FLAGSHIP STORE,'' opened in Karasuma Oike, located in the center of Kyoto. Masataka Hosoo, the 12th generation owner, says, ``It's been exactly 10 years since our business to expand Nishijin-ori around the world, and I think it's slowly taking shape.However, until now, we've been collaborating with professionals such as architects, interior designers, and fashion designers.'' It was a B to B development, and I think the next step is to continue this and introduce new developments in Nishijin textiles to general consumers so that they can enjoy the craft as part of their lifestyle. ” he says. The "HOSOO FLAGSHIP STORE" building also functions as the headquarters building. This building is characterized by its ``craft architecture,'' where you can feel the skills of a wide variety of craftsmen, including traditional plastering techniques, throughout. ``This area was originally a wholesale district in Muromachi, and was an area that supported dyeing and weaving and Japanese clothing.Now that the kimono market has shrunk, we wanted to create a place to disseminate the culture of dyeing and weaving, which was reflected in the design. "I'm here."


A view of the flagship store and showroom on the first floor.
“When I thought about creating a space to communicate dyeing and weaving culture, I thought it should be a craft building where people can experience crafts first hand.” The wall surrounding the building is a rammed earth wall with beautiful natural gradations drawn by the soil. The wall, which was rammed layer by layer using soil collected from four locations in Kyoto, is said to be the culmination of the skills that plasterers spent a year building. In addition, if you look closely at the black plastered exterior walls, you can still see the traces of the craftsman's hand. “While minimalistic, we chose a finish that retains the handiwork of the craftsman in order to bring out a variety of expressions through fine details and textures.”


A rammed earth wall with impressive stripes created by layers of natural colors that are not colored. Parts of the building have been incorporated into the interior to create a sense of continuity from the exterior walls.
That's not the only thing we pay attention to when it comes to buildings. The gold line running along the exterior wall was created by a gold leaf craftsman who applied gold leaf. “We used gold leaf because there is a very deep relationship between leaf and Nishijin textile.Real gold shines brightly when the light hits it.Black plaster and rammed earth change over time, and gold leaf is timeless. By combining these, we were conscious of symbolizing the time we have inherited and the future." When you step into the store, you can see that the craftsmanship is on full display, even on the polished marble floor.


The gold lines running through the black plaster on the exterior walls are said to be designed to draw people passing by outside into the building.


The first floor is the flagship store and showroom. We stock approximately 100 types of textiles and accept orders for original furniture, curtains, and wallpaper. You can also purchase products that will accent your interior, such as cushions and room shoes.
The lounge is also a space where you can experience traditional crafts. ``Each chair is covered with a different Hosoo textile, so you can actually sit on it and experience the feel of it.In addition, matcha is served in Asahiyaki tea bowls made by the 100th master Matsubayashi Hosai. Just like the story of the wall, we also use Asahiyaki coffee cups made of laminated clay from 70 and XNUMX years ago.The trays used in the store were custom-made from Nakagawa Wood Crafts.
In other words, it is no exaggeration to say that all of them are traditional crafts. The macarons served incorporate the kasane odor, which was born from the culture of court nobles during the Heian period. ``The expression of color by the combination of the outer and lining colors of a kimono is called ``kasane-iro'', and the color of kasane-gi such as Juni-hitoe is called ``kasane-no-irome.''Later, The combination of both came to be called ``kasane ogle.'' We told the pastry chef the story of how we wanted to express the kasane ogle on the top and bottom of the macaron, and that's how we came up with it.''


The lounge offers high-quality drinks and sweets with stories, such as matcha + chocolate (plain or sesame) for 1,800 yen.
At the ``HOSOO GALLERY'' on the second floor, they plan to hold three to four exhibitions a year using textiles as a medium. The opening exhibition is titled ``THE STORY OF JAPANESE TEXTILES - Japan's Beautiful Fabrics'' and will be held until December 12th, focusing on Japanese dyeing and weaving culture. Fabrics from 14 dyeing and weaving regions across Japan that Masataka Hosoo, the 12th generation, visited on his own are on display, along with tools and materials that tell the story. ``The fabrics of each region are the result of a close intertwining of the climate and history of each region, as well as the characters of the people cultivated through these.From Hokkaido to Okinawa, there are diverse dyeing cultures, which are still passed down to this day. Japan is probably the only country that does so."


A scene from "THE STORY OF JAPANESE TEXTILES - Beautiful Japanese fabrics -" being held at the second floor gallery. Held until December 12th.
On the third floor is a kimono salon with a collection of 7,000 items that are not open to the public, and on the fifth floor is a multipurpose hall decorated with the world's first fully waterproof Nishijin textile exterior wall material called "NISHIJIN REFLECTED."


The third floor is home to a huge collection of kimonos, stored on the walls and managed digitally.
Masataka Hosoo reconstructed Nishijin-ori as a textile and sent it to the world, and in response to the feedback he received, he turned his attention to dyeing and weaving, which has been passed down throughout Japan. The base for the new stage is now in place. I can't help but look forward to the world of dyeing and weaving that will be revealed next.
(Titles omitted)
→The future of Nishijin textiles pioneered by the 12th generation Masataka Hosoo (Part XNUMX)
Masataka Hosoo
Managing Director Hosoo Massachusetts Institute of Technology (MIT) Media Lab Director's Fellow
Born in 1978 to the Hosoo family, a long-established Nishijin textile shop. After graduating from university, he worked as a musician and then joined a major jewelry manufacturer. After leaving the company, he studied abroad in Florence and joined Hosoo in 2008. Since 2009, he has been in charge of new business. He has developed fabrics based on obi techniques and materials overseas, which are used in architect Peter Marino's Dior and Chanel stores. In 2012, he started activities to spread traditional crafts domestically and internationally as a member of "GO ON". In 2014, he was selected as one of Nikkei Business Magazine's ``Japan's 100 Leading People''. Since 2016, he has been a Director's Fellow at MIT.
http://www.hosoo.co.jp/
HOSOO FLAGSHIP STORE
412 Kakimotocho, Nakagyo-ku, Kyoto City
075-221-8888
Business hours 10: 30-18: 00
Closed on Sundays, holidays, and New Year's holidays
Photography by © HOSOO .Ltd.,
Premium Japan Members invitation to
In addition to informing you of the latest information via newsletter, we also plan to inform you of exclusive events and give away special gifts.