FASHION /
NEWS
January 31, 2018
"YUICHI TOYAMA." Opens Showroom in Sarugaku-cho, Shibuya Ward | THE LOBBY TOKYO
THE LOBBY TOKYO
An Open Showroom from Yuichi Toyama, a Designer with 25 Years of Experience
Last year, Yuichi Toyama, eyewear designer, marked a quarter-century in his career. Since the Spring/Summer 2017 collection, he has rebranded his label from "USH" to "YUICHI TOYAMA.", and his momentum continues unabated, with increasingly refined creations. On February 3, 2018, he opened a showroom that combines a gallery and a coffee stand. The inaugural event is a photography exhibition, "NIJYUMARU," by Hong Kong-based photographer, Lenie Quon.
Text by Satsuki Wakabayashi
Coffee Brewed on a Marzocco by Resident Barista
Yuichi Toyama, designer of the eyewear brand "YUICHI TOYAMA.," was born in Tokyo in 1971. He joined an eyewear manufacturer in Fukui Prefecture in 1992. After going independent in 2003, he began working as a freelance designer and eyewear consultant. In 2009, he established his own brand, "USH." To commemorate his 25th year as a designer, he changed the brand name to "YUICHI TOYAMA." starting with the Spring/Summer 2017 collection. His eyewear, based on the concept of "neutrality," has garnered high acclaim, with distribution in 25 countries worldwide, in addition to domestic sales.
"Last year, as I reached my 25th year as an eyewear designer, my desire grew stronger for the glasses that our users cherish daily to exist as a part of their face for longer. Therefore, I felt it was crucial to establish a space dedicated to maintenance and care, rather than a direct retail store."
"THE LOBBY TOKYO" serves not only as a place to view collections and receive maintenance but also features an integrated gallery and coffee stand. During operating hours, a barista is on hand to serve a rich cup of coffee brewed on a "La Marzocco FB-80," a machine favored by baristas worldwide. To match the brand and showroom's image, this machine has been custom-ordered in white.
Photography Exhibition by Hong Kong's Lenie Quon
To coincide with the opening, a photography exhibition, "NIJYUMARU," by Hong Kong-based photographer Lenie Quon is being held, curated by Makoto Ikeda, who also handled the branding for "Good People & Good Coffee," a coffee shop in Ikejiri-Ohashi. The venue plans to host regular exhibitions in the future.
"THE LOBBY TOKYO" has opened its doors, aiming to be a showroom accessible not only to its users but also to the local community. We will be keeping an eye on its future developments.
LENNY KWONG PHOTO EXHIBITION "NIJYUMARU"
Venue | THE LOBBY TOKYO
Dates | February 3 (Sat) - February 24 (Sat), 2018
THE LOBBY TOKYO
Address | 5-8 Sarugaku-cho, Shibuya-ku, Tokyo, Liond'or Daikanyama 1F
Phone | 050-1183-3496
Hours | 11:30 AM - 7:00 PM (Tues-Sat), 11:30 AM - 6:00 PM (Sun)
Closed | Mondays
URL | thelobbytokyo.com