In Tokyo, those in their 50s are driving Japan’s economy. Curious about art and culture and showing a steady appetite for fine attire, this generation is concept store Nemika’s target market. Designed by Kyoto-based artist Kohei Nawa, the shop is the brainchild of high-end Japanese fashion brand Leilian, which has been in business for almost half a century. Nemika’s made-in-Japan mentality is subtly conveyed in its name: ne is the Japanese word for ‘root’, mi means ‘fruition’ and ka can be translated as ‘flower’. Together, the three words allude to the materiality of soil and earth, which Nawa interpreted as a garden.
Nemika’s wooden floors represent earth, its sinuous walls evoke flowing water (needed for flowers to grow), and display shelves and wall mirrors are reminiscent of minerals. Pieces of custom-designed furniture are arranged as stones and rocks would be in a Japanese garden. The botanical theme is not left solely to the imagination, however; by cultivating roses in its own flowerbeds, the brand indulges a passion it believes brings charm to people’s lives, just as fashion does.
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