There is one reason that vending machines, nail polish display racks, and fabric stores get me excited: the pretty array of colors! Clothing stores don’t usually separate their goods by color, but instead by style or brand; and yet, I find my own closet to often be organized (used here very….loosely) by color and tone. Perhaps we SHOULD be shopping by color more often? That’s where IROYA comes in. It’s a concept shop that sells goods by color, and I think it is one of the best stores in Tokyo.
IROYAについてのさらに詳しい情報はミーシャが寄稿している ANAの”Is Japan Cool?”のページでご覧ください。
The idea is this: every month IROYA introduces a new color and gathers up clothes (used and new, local and imported), accessories and random everyday goods or artisinal items in that shade to sell. The store itself is blink-and-you-miss-it tiny, and tucked away on the Shibuya end of Cat-street. They do the bulk of their sales online at their beautiful web shop, but the store is a fun way to run into random doodads or unknown designers.
What started as a little marketing idea by CEO Keita Ono, who once worked for Hakuhodo, turned into a full-time job. Do we subconsciously shop by color? Do certain colors draw us to certain items? It’s not an experiment, per se (but keeping track of sales and forecasting must be fun for them) but a new way to present clothing, accessories and other variety goods continually in a fresh way.
They have plans to punch a special kind of Braille on the colored clothing tags so even blind people can shop. Another interesting facet they’ve included is an app and camera in the store that takes a photo of you, and breaks down all the colors you have on your person, creating a giant “color board” for you.
Read more about this cool little shop (which I even included on a tour of Tokyo’s best shops with Ogilvy’s world-class creatives in Tokyo) here at ANA “Is Japan Cool?” with a host of photos from their rainbow collections thus far (only in English— but look at the photos!)
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