Biscay, a knitwear manufacturer under the umbrella of Toyota Tsusho, has opened a women's select shop called "LUSTHEQUE" in Daikanyama, Tokyo. The store's address is at 19-8 Sarugakucho, Shibuya-ku, Tokyo, T2 Building A. The shop's name comes from the French word "LUSTRE," meaning "luster" or "chandelier." The target customers are mature women around 45 years old with a contemporary sensibility. The interior is designed to resemble a boutique hotel in Paris. The first floor is furnished with custom-made furniture in black and gold, while the second floor is designed as a more private space. Vintage Chanel bags and accessories are also displayed in the shop window. The store was designed by brand producer Yoshikage Kajiwara, a former creative director at Beams, where he held key positions in the women's department. She currently heads the creative consulting firm LOWERCASE and is involved in the creative direction of Louis Vuitton's "Louis Vuitton Holiday with au" project with au. "I wanted to create a store that would provide a place where women could shine brightly," says store director Naoko Oda. After working as a merchandiser at Deuxieme Classe, she became the brand's merchandising manager in 2009 and is responsible for overall brand direction, including original product development. Items are divided into three categories. The first is "Basic," which develops wardrobes based on the keywords of glamour, brilliance, and luxury. "For Rustique, leopard print is also a 'basic'," says Oda. The second is "Elegance," which brings together items for officially wearing the basic line. The store offers a selection of ladylike, conservative pieces, such as lace and dresses. The third is "casual" style that can be worn daily. They offer a men's-style wardrobe with denim, shirts, and other items.
Approximately 90% of the items are from brands in New York, Paris, and Milan. This fall/winter's top picks include "n21," "CEDRIC CHARLIER," "Rachel Comey," and "Finamore." They also carry high-quality knitwear from Rustique's original brand, "Nombre Premier." The brand's designs are by Yuhi Ozaki, also of "SUN/kakke."
