This April, Sato Seni renovated its former factory and opened the select shop "GEA." The two adjacent buildings, "GEA#1," offer women's and men's clothing and accessories, while "GEA#2" offers a selection of lifestyle goods from around the world, furniture created in collaboration with neighboring Tendo-based furniture manufacturer Tendo Mokko, tableware by Yamagata artists, and books related to Yamagata selected by Bach. Its sophisticated space and product lineup are rare even in urban areas, and its arrival has come as a bit of a surprise to even the Tokyo fashion industry. The selection, featuring brands like Rick Owens, Maison Margiela, Khora, 08 Circus, and original M&Kyoko items, is what could be described as "extra rich." While "rich" is an industry term referring to products aimed at discerning fashion enthusiasts, there are no copycats of popular, market-oriented products here. Only product-oriented products, imbued with the designer's passion, are suitable for this space.
The old factory was relocated over 60 years ago by the founder's great-grandfather, who purchased an old stone sake brewery, even at the time, and the building has an indescribable unique charm. Upon entering, one is immediately struck by the walls, made of large and small rectangular stones stacked like a white castle wall, and the wooden beams on the ceiling. On GEA's first floor, a retired spinning machine sits in the center, long used and retired, with a glass table placed above it, displaying products flat. The tasteful fixtures, too, were collected over the years in Paris and New York. On the second floor, a minimalist, glass-walled space houses a Maison Margiela shop-in-shop. Apparently, company staff left impressed, describing it as "the most beautiful space in Japan to showcase Margiela."
President Masaki Sato explains the reason for creating GEA: "Regions have always been chasing after Tokyo, but if we keep doing that, we'll never be able to catch up. There's a lot of interesting culture here in Yamagata, but unfortunately, it's the locals who are the least aware of it. I've always wanted to create a cultural facility that would change the way people in these regions think..." Of course, there are challenges. While the monthly budget is approaching faster than originally planned, the majority of customers are from outside the prefecture, and locals are only coming to take a look, hesitantly. It's hard to say that the facility has really taken root in the local community.
Of course, President Sato is well aware of this. But he's not the type to sit back and wait for customers to come. He believes in taking action first, thinking of every possible solution. In fact, only about one-third of the GEA building is currently in use. While these plans are still in the planning stages, they are considering opening a soba restaurant serving Yamagata's specialty soba noodles, a small hotel offering overnight stays, and a restaurant serving Yamagata vegetables. They also have plans to hold a regular morning market featuring Yamagata vegetables on the premises, similar to the markets in Europe. They are even dreaming of fulfilling a long-held dream: sourcing ingredients from Yamagata (i.e., creating a farm that brings together sheep from around the world). While the countryside is rich in nature, it lacks the cultural facilities of Tokyo. By the time GEA becomes a major cultural hub in Sagae City, as Sato envisions, the problem of Tokyo's overconcentration may be resolved. Living a cultural lifestyle while enjoying nature in the countryside may become the norm. GEA is still a newborn baby. His handsomeness has astonished the whole of Japan, but he has yet to grow up. We look forward to watching that process unfold. Interview and Text by Masuda Kaijiro (Fashion Journalist)
