The Appeal of Demiurvo: An Interview with Mitsuaki Nakano

Demiurvo, introduced here, is a new brand launched by Cambre, a domestic manufacturer with extensive experience in smartphone cases. The unfamiliar brand name is a portmanteau of "Demiurge," the creator god from Greek mythology, and "Nuovo," meaning new. It began with the simple aspiration to "create the coolest smartphone case ever, without compromise."

Barneys New York immediately decided to carry the first collection, featuring three initial models. We spoke with Mitsuaki Nakano, who oversees sales promotion, to understand how Demiurvo came to be part of their offerings.

Focusing on Texture for an Everyday Essential

Nakano“We’ve gradually expanded our iPhone case selection at Barneys New York, and we felt the demand was only growing. Especially with iPhones becoming larger, the risk of dropping them is higher, so I was particularly interested in folio-style cases that minimize screen damage. That’s when we were introduced to Demiurvo through a mutual acquaintance. Upon holding the actual samples, I was struck by the quality of the materials and immediately connected our buyers.”





Nakano“I’ve never heard of such premium leather being used for an iPhone case. It’s no wonder the texture is so exceptional. The luxurious feel is evident visually, and I’m confident that anyone who touches it will immediately recognize its difference from anything else. While the ‘Plain’ design allows the leather’s natural beauty to shine, the Nailhead, Studs, and Foil Stamp designs are executed with restraint, striking the perfect balance for adults.”

Subtle Design That Expresses Individuality

Four models are released for this launch. "Remy Plain" uses Lunamédicis leather from Remy Carriat. "Métier" features nailheads inspired by shooting stars. "Pebbly" utilizes Minerva Liscio leather from Badarassi Carlo, adorned with embossed studs. And "Gleam" is finished with a silver foil line.

Nakano“As someone who loves checkerboard patterns, I was immediately drawn to Pebbly (pictured above). The embossed square studs resemble a traditional Japanese checkered pattern. The ability to customize stud arrangements in the future is also a significant appeal and holds great potential. Furthermore, the vegetable-tanned Minerva Liscio leather develops a beautiful patina over time, with the embossed areas gaining depth and character. And all this at a price point just over 10,000 yen is incredibly attractive.”

The Customizable Wooden Inner Case

Another noteworthy feature is the optional wooden inner case. This component securely holds the iPhone within the leather case. Three types of wood are available: Walnut, Cherry, and Ebony. They are shaped using a special molding process that highlights the natural grain. While a standard black polycarbonate inner case is included, custom orders with wood are possible for each of the four designs.


Nakano“The wood material, subtly visible from the side, enhances the leather's luxurious feel. The combination of premium leather and wood, reminiscent of fine furniture or musical instruments, is truly innovative for an iPhone case. Our buyers felt strongly that customers should experience this firsthand, which is why we decided to feature it during Artisan Day (a regular event at Barneys New York).”




Nakano“Since we handle our phones constantly, I believe iPhone cases should be a fashion statement. Combining sophisticated texture and design suitable for adults, with the added option of personalization, is truly wonderful. The absence of a strap, common in folio cases, and the secure magnetic closure are also excellent features. You can even slip a bill or an ID card into the inner slit, allowing you to go out with just your iPhone—perfect for a light lunch break without carrying a wallet.”

Leveraging extensive expertise in designing and manufacturing smartphone cases, Demiurvo offers unprecedented luxury materials and customization. Beyond the practical benefit of minimizing damage from drops, it provides a tactile richness that captivates even those accustomed to the finest leather goods from numerous fashion brands. With plans for women's colors and further customization services on the horizon, Demiurvo is a brand to watch.


The first collection is available for iPhone X and for iPhone 8/7/6S/6, in two sizes. The four designs each offer an optional wooden inner case. Remy Plain: ¥9,200 / ¥11,500; Métier (photo right): ¥9,800 / ¥12,000; Pebbly: ¥9,100 / ¥11,500; Gleam (photo left): ¥8,500 / ¥11,000 (all prices exclude tax).

EVENT
Demiurvo: Custom Order Event for Leather Accessories

To commemorate the debut, an event offering customization for Demiurvo iPhone cases will be held at the following Barneys New York stores. During the event period, customers can choose from three types of wood for the inner case and have their initials engraved (1080 yen).

SUMMER 2018 ARTISAN DAY
Demiurvo: Custom Order Event for Leather Accessories
Period: Friday, March 30 – Saturday, April 22, 2018
Locations: Ginza Main Store 1F / Shinjuku Store 1F / Roppongi Store 1F / Yokohama Store 1F / Kobe Store 1F / Fukuoka Store 1F

Payment for custom orders is required at the time of order. Thank you for your understanding.
Please allow approximately 3 weeks for delivery of custom items.