The Owner's Curated Selection, a Joy to Source

'Elephant*' operates quietly in the very last room at the end of the first floor of an apartment building. It might take a little courage to walk down the exterior corridor, as it's not immediately obvious from the outside what kind of shop it is, but once you step inside, you'll find a surprisingly comfortable space where the owner's meticulous attention to detail is evident everywhere. The shop primarily deals in vintage tableware from the golden age of Scandinavian modern design, the 1950s and 1960s.

The owner, Yasunari Yoshida, first encountered Scandinavian design when he unknowingly purchased a 'black Marimekko bag' while still living in his hometown. He later became active as a graphic designer in Tokyo, was drawn into the charm of Scandinavian design, and is now the owner of a shop specializing in Scandinavian vintage. It seems his connection with Scandinavia was destined long ago.



'Elephant*' began as a web shop in 2006. However, simply exchanging goods meant he couldn't hear customers' direct reactions. Yoshida also felt that size and texture are best understood when experienced firsthand. To convey the world of 'Elephant*' more clearly, he opened a physical store in 2008.

Yoshida is drawn to the beauty of color, form, and the richness of texture found in simple, plain items, rather than those with busy patterns. Consequently, he doesn't think of the items in his shop as mere 'knick-knacks.' He laughs, saying, 'I suppose I choose them from a male perspective.' However, by excluding the conventionally 'cute' elements that women might favor, the inherent elegance of Scandinavian design's lines and the presence of the objects themselves are emphasized, lending a unique sense of tranquility to the interior of 'Elephant*.'



Among the many products, a series of works by Swedish glass artist Erik Höglund (1932-1998) catches the eye. Höglund was a designer at BODA, received the prestigious Lunning Prize for Scandinavian design at the age of 25, and later worked as an artist from 1973 until his death at 66 in 1998. His style is rooted in Scandinavian tradition and indigenous culture, characterized by its primitive, unconventional, humorous, and joyful nature.

Yoshida finds the charm of Höglund's glass lies in its calculated 'looseness,' with a perfectly balanced 'touch.' Indeed, upon closer inspection, these mass-produced items possess a distinctly handmade feel, with subtle variations in each piece. Höglund's glass pieces, with their pleasingly plump yet never clumsy forms, are something you should experience firsthand in the shop.

Yoshida travels to Scandinavia to source items three times a year. Even if they aren't works by famous artists, items that capture Yoshida's keen eye for selection will continue to arrive in abundance. 'Elephant*' is a shop to keep a close watch on for the future.

Elephant* (エレファント)
4-14-6 Jingumae, Shibuya-ku, Tokyo
Omotesando Heights #103
Business Hours | 12:00 PM - 7:00 PM
Closed Tuesdays
Tel. 03-5411-1202
http://www.elephant-life.com/