On the 21st, H.P.FRANCE opened its men's select shop, DECO de BONAIR, on Antique Street in Aoyama. The shop is located at the basement floor of the Ogasawara Ryu Kaikan, 5-7-17 Minami-Aoyama, Minato-ku, Tokyo. Based on the concept of "a certain man's everyday aesthetic sense," the shop proposes a lifestyle for mature men from the perspectives of deco, fashion, art, and beauty. The target audience is sophisticated, glamorous men in their 30s to 50s. "I wanted to create a store for men that could be visited alone or with a partner, unlike anything else," says buyer and director Tomoaki Ageo. After working as a buyer for HPH GINZA, he briefly lived in seclusion in Kyoto, wearing traditional Japanese clothing. "I felt like I had enough clothing. Other things, like beauty products and accessories, that add color to life are also important. When my company president called me back and asked me about starting this store, I proposed a store that combined European decorativeness and New York sophistication with Japanese beauty, the exotic mood of the Middle East, and my own style in kimono."
The resulting store interior is purposefully unfinished, with bare walls and ceilings. It is divided into a shop and an exhibition space. The sofas, tables, paintings, and other fixtures in the shop are all for sale, with a wide lineup ranging in price from 30 to 3 million yen. The apparel selection includes both purchased items from brands like "DRESSCAMP" and original pieces. The original pieces are designed to be larger in width but with a streamlined silhouette. In addition to a wide selection of H.P. FRANCE accessories, the store also stocks carefully selected items, including tableware from a Japanese tea utensil brand that won a German design award, and Astier de Villatte.
The exhibition space changes its contents approximately every three weeks, with the opening exhibition by BOTANIST, a unit based on the concept of botanists. "BOTTLE," a collection of reagent bottles containing aquatic plants that can grow even in spaces without sunlight and only need water once every few months, will be on display and for sale. From September 10th, an exhibition of haute couture dresses from the time when Toshikazu Iwatani of Dress Camp was challenging himself in Paris will be on display. The next exhibition is scheduled to feature Christophe Copain.
"This is a new type of shop with 'intellectual stimulation' as its keyword. We hope visitors will experience the feeling of traveling in this mixed space," says Ueoo.
Opening hours are from 12:00 to 19:30. Closed Sundays and Mondays.
