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February 13, 2026
Takashi Tokuo's Curated Collection Vol. 02: How Edited Knowledge in Books Creates Value
LOUNGE | GREAT CONNOISSEURS: Takashi Tokuo's Curated Collection
A CONNOISSEUR is someone with keen insight or expertise. In this feature, we spotlight Takashi Tokuo, a GREAT CONNOISSEUR with an impressive collection spanning music, subculture, interiors, vehicles, fashion, and more. Each installment delves into one item from his vast collection.
Text by TOMIYAMA Eizaburo | Photographs by TAKAYANAGI Ken
Books: The Starting Point for Every Collection
From art to cars, vintage goods, and the latest trading cards, the term "premium price" has become ubiquitous across genres in recent years. Market prices, resales, auction bids… as figures in the millions or billions of yen are tossed around, it's easy to fall into the simplistic thinking that "expensive means good" or "buy it now because it will be valuable later."
Tokuo, who has built an immense collection based on his extensive knowledge and unique aesthetic sensibility, unconcerned by public opinion, expresses his unease about this trend.
"Lately, it seems there are more and more people who insist everything is art. But before discussing art, I think it's good to broaden one's own knowledge."
Owner of UNIT in Daikanyama. Event producer. Previously art director for major international brands. Has also worked on CD jacket and corporate logo designs, as well as graphic design for events. Instagram:@tokuo_tower @ctoc_tokyo
It's natural for items to gain attention and fetch high prices when there are people who recognize their value. However, Tokuo warns against focusing solely on the premium price and mistaking that for understanding, without knowing the background.
So, where did Tokuo gather information and knowledge to hone his aesthetic sense?
"If you ask why I ended up with all this (my vast collection), it all started with books. Researchers in various fields create excellent books and teach me many things. Choosing areas of interest from a wide selection of books is an expression of one's curiosity."
Let's delve into the books that have shaped Tokuo's curated collection, exploring his mind as we turn the pages from books to objects, value, and culture.
A Book Documenting the Moment Contemporary Art Gained Value
Is something great simply because it's famous and valuable, or because millions were spent on it? Does personal taste play a role? And how is that taste, that aesthetic sensibility, cultivated?
"Discerning collectors, after knowing everything, selectively gather only the best. Other collectors, however, buy everything from A to Z."
He states that books form the foundation for "knowing."
"Behind every book, there are researchers, writers, photographers, and editors who compile and sell it. In a single volume, you can systematically appreciate fine things. It's precisely because such wonderful resources exist that the value of an object can be established. And then, you might want to incorporate it into your own living space after reading about it, right?"
Value is not solely inherent in the artwork itself. Tokuo pointed to a book that illustrates the moment new value was created.
In 1973, Parke-Bernet, later acquired by Sotheby's, held the world's first auction of contemporary art. "A SELECTION OF FIFTY WORKS from the collection of ROBERT C. SCULL" is the auction book from that event.
"The sale of contemporary art began here."
The consignor, Robert Scull, made his fortune operating a taxi company in New York and amassed a collection of contemporary art, much of which was not yet highly regarded, directly from the artists themselves. Andy Warhol was still emerging, and the collection featured many works from the nascent period of contemporary art in the 50s and 60s, with most artists still alive.
"The Sculls continuously bought works that were not yet appreciated by anyone. Their act of systematically organizing and selling them was remarkable. The quality of that organization (editing) is evident even in this auction catalog featuring only fifty works."
Robert Scull's collection captured the zeitgeist, and the sale was a resounding success. Works purchased for a few hundred dollars soared to tens of thousands.
On the other hand, protests erupted from the artists.
"They were seen as what we now call resellers. No matter how high the price, the artist received nothing."
However, that very event pushed the "ceiling of value" higher.
"Robert Scull told the protesting artists, 'Don't be angry. From today, your work is worth this much.' The artists realized the significance, and they even ended up shaking hands (laughs)."
This is how contemporary art began to acquire value.
"Ultimately, it's established by the presence of appraisers, sellers, and buyers. Even the Mona Lisa is understood as great because critics discuss it. It's not something for the uninformed to judge casually."
"Even for items I collect now, where there are only a few to a few dozen buyers and sellers, perhaps many people will recognize their value in the future. Of course, they might also end up as trash."
"At that time, if it didn't get a price, it was just trash. But because the price soared, Sotheby's began holding more and more contemporary art sales. In that sense, this book is a very important record."
From Books to Objects: Two Books Sparking Interest in Jean Prouvé
Here, we discuss how books provide a "benchmark." First, let's consider Jean Prouvé, an architect and designer whose works now command exceptionally high prices.
"I started buying his works around 1992-93, and it began with these two books."
The first is "LE STYLE 50 ~UN MOMENT DE L'ART FRANCAIS~" by Patrick Favardin.
"It features furniture and interiors from prominent French designers of the 50s. At the time, Eames furniture was becoming popular in Japan, but I was already tired of it. I found the items in this book beautiful."
The second is the exhibition catalog from a show of Jean Prouvé and Serge Mouille, organized by the New York gallery Antoine Delorenzo and held in New York and Paris.
"It paired Jean Prouvé's furniture with Serge Mouille's lighting. At a time when Art Deco was reaching its peak in terms of price and novelty, this exhibition created a new wave of French Modernism. The catalog itself is excellent in design and composition. Seeing it was a revelation, and I began collecting seriously."
Crucially, Prouvé's works were not initially considered high-end. Quite the opposite; there was a time when they weren't priced at all.
"Jean Prouvé's pieces were inexpensive back then. There weren't many customers, and people thought, 'Who would pay for something like a school chair?' (laughs)."
"Also, in the world of books, the catalogue raisonné (complete catalog of works) that covers all works by an artist or museum is extremely important. It's the pinnacle of research. By looking at all the works of a favorite artist, you can establish your own preferences and identify what you want."
Corporate Mascots Too: Books Open Doors to the Unknown
The dolls and mannequins lining Tokuo's room also began with the same origin.
First, "What a Character! ~20th Century American Advertising Icons~."
"Looking through this book, I thought, 'Wow, this is great!' I knew Munsingwear, but I didn't realize they had such modern displays..."
Books also reveal the existence of unknown variations.
"I read books like 'Museum of Advertising Character Dolls' and 'Non-Sale Graffiti' in Japan, and learned about the various forms of mascots like Asahi Beer's 'Horoniga-kun,' Cisco Corn Boy, and Tanabe Seiyaku's 'Hitto-kun.'"
The moment you become aware of something, you start searching for it. This is both the pathology and the bliss of a collector.
"I knew there were different kinds of Peko-chan dolls, but I was amazed to discover there were rare models like this."
Tokuo's fascination with delving deeper and his joy of discovery lead to a continuous stream of intriguing topics.
"In the 1960s, a company called Modern Plastics produced most of the soft vinyl mascot dolls for store displays for major Japanese companies, including Peko-chan. That's why most of these dolls have the initial 'MP' stamped on them."
"Sony Boy's face changed from the early to the later versions. It was based on the popular manga 'Acchan' by Fuyuhiko Okabe, and Sony later secured the rights to use the character. That's why the design evolved."
"I knew about Toshiba's Kōsoku Esper, but I was surprised to find such a large version existed. And there were different types of Travelmin Boy too. This led to a period where I enjoyed going back and forth between books and objects. Since books don't convey the actual size, I'd buy them anyway, and only upon receiving them would I be surprised by how large or small they were."
Books from that era also offer insight into the "atmosphere of the times" behind the objects. Japan during its period of high economic growth, America in its prosperous 1950s. Tokuo is captivated by these eras because, as he puts it, "Everyone shared the same dreams and hopes."
Books with Gimmicks Impossible to Recreate Today
Books are not just sources of information and knowledge; they can also be objects, mechanisms, or even toys.
" 'eroto scope' might fall into an interesting category, but it's incredibly stylish. It features a single model divided into four sections, allowing you to endlessly change her outfit like a puzzle, ultimately revealing her nude. The alignment of the photos is perfect, and it must have been incredibly difficult to design and bind it with such precision in the pre-computer era. Nowadays, the printing costs alone would be astronomical, and it would likely be rejected at the planning stage... meaning it probably couldn't be made today with a focus on profit."
"MALE-AGE GROUPS, CHARACTER EXPRESSION," a reference book for facial expressions, hairstyles, and poses, is another peculiar yet endearing book.
"It's just endless pages of faces. There's no text at all. Yet, it's strangely captivating. And all of them are old men; there are no women. Even before I got this book, I collected male mannequins, but this book really solidified my appreciation for the charm of older men. Of course, there are also series focusing solely on human poses or female faces."
Books reinforce preferences, and preferences accelerate the collection...
Preserving the Atmosphere of the Times and Youth Culture
Tokuo remains under the spell of the youth culture that profoundly influenced him during his formative years.
"I'm quite old now, but I can't drink alcohol, so I'm always drinking cola, listening to records, and doing this endlessly. I don't know how to become an adult (laughs)."
A prime example of youth culture iconography is Joseph Szabo's photobook "Almost Grown."
"This is a famous photobook capturing American youth culture. It's known for the cover of Dinosaur Jr.'s album 'Green Mind.' Both the photography and the era are wonderful."
Ray Stevenson's self-published "Sex Pistols scrapbook" from 1977 is a seminal work representing the London punk scene.
"This wasn't an officially published book, so it was later recalled due to complaints. However, the content and design are excellent, and it's now highly valuable."
In that era, music, fashion, and books were interconnected, fostering culture. This had a different charm compared to today, where everything is contained within YouTube and subscription music services.
"Raymond Pettibon, a member of Black Flag, created the art collection 'VAVOOM' for an exhibition in 1992. This embodies the West Coast vibe for me. When I feel the West Coast mood, I inevitably gravitate towards this atmosphere, regardless of current trends."
Books can also act as a switch for "mood." They are also devices for preserving one's youth, allowing you to keep the fashion, hairstyles, and atmosphere of that era in a tangible, referenceable form.
A Home Library: The Mark of an Educated Connoisseur
During this interview, the word "editing" came up repeatedly from Tokuo.
"The internet feels unedited. Especially on social media like Instagram, there's something that doesn't get conveyed. It might be arbitrary, but not intentional. After all, truly wealthy individuals don't feel the need to display their private lives. With the advancement of AI, fiction is accelerating, and in this data-driven society, I feel that opportunities to see and touch truly valuable things will continue to diminish. In that regard, print media is honest, and I believe it will continue to evolve, becoming more specialized and sophisticated."
Tokuo's home contains a vast number of books. However, they are not displayed merely for show.
"I usually keep all my books stored away. While each book is beautiful on its own, they can clash with other objects if displayed all at once."
Despite being stored, his book collection continues to grow daily.
"Buying books before bed has become a habit; I buy several every day. With the internet age, it's become easier to buy them, like visiting a late-night bookstore. I browse the pages of my favorite bookstores and look through their lists. If something catches my eye, I read the description and search for more information to delve deeper."
He doesn't just collect; he reads every book he buys.
"I read through each one at least once. Books directly connect to my interests. People often ask me, 'What should I buy now?' My answer is always, 'Buy books!' (laughs). Books are my greatest treasure."
"Even though some books are considered rare, the prices in the book world are still relatively modest. Books with high informational value will undoubtedly increase in price from here. And I believe homes with libraries will become symbols of cultured affluence."
"Just as people might feel they've experienced a live concert by watching a YouTube video, a sentiment is emerging that 'people who talk about things based solely on internet information are superficial.' Books and records will serve as one form of evidence to prove one's intellect and education."
Finally, let's introduce a book selected with Tokuo's unique "perspective": the owner's manual for the Lamborghini Countach LP400.
"This is the original that came with the LP400 I bought years ago. Although it's difficult and impractical, it's written in Italian, explaining how to change a lightbulb. It's a crucial car part, and owning the owner's manual for an LP400 makes me feel like a true owner. Considering its rarity, it might be more valuable than the actual car. With just this and the parts list, you can thoroughly understand the mechanics and structure of the LP400."
Understanding true value and then selecting with one's own aesthetic sense, spending one's own money – this is the image of a true collector.