❷ A bulk store that offers a “measure” of yourself
Run by a couple of architects in Northern Japan.
Orgnic cotton sold by weight and onion skin brought by customers to use dyeing workshops.
Place-making that asks questions from everyday life
The major event that encouraged them to create their store occurred on March 11, 2011. The tsunami and the Great East Japan Earthquake, that shook all of Japan. As the damage and effects of the nuclear power plant came to the fore, many people in Japan were forced to reflect on the state of their lives and on themselves, who are easily shaken.
"We immediately engaged in demonstrations and public commentary advocating for the cessation of nuclear power, but bridging the gap with those who chose not to participate in such movements proved challenging. Change in the nation and society didn't happen overnight, that's for sure. Over time, while continuing individual political activism, we began to consider that it might be more effective to address issues from our daily lives, making them more relatable to a broader audience. After all, encounters in an architectural firm are quite limited, but having a shop provides an opportunity to meet a diverse range of people. So, as we run the store we've always wanted, we aim to approach politics and daily life simultaneously.”
To be clear, the duo at Trocco certainly does NOT reject demonstrations or public commentary; rather, they strongly believe in the need for these methods to permeate Japanese politics and social issues directly, reaching the voices of citizens. Yet, at the same time, they can't help but be a bit cautious about whether employing the same methods in Japan would yield similar results based on their experiences.
Hokkaido-produced wheat gluten (which is rare in Japan).
Reconstruct your lifestyle.
When I asked them how to approach architecture, which is their starting point, they responded with this answer.
"It's about empowering clients to 'think for themselves' about the kind of life they truly want to lead.
For instance, many living rooms are traditionally set up with a central focus on screens and couches. But do we actually need a TV? Do we truly desire a screen-centric lifestyle? In some cases, we've had to challenge these assumptions. Our clients often take their 'homework' home with them once, and one client later shared that they decided to forego owning a TV in favor of filling their space with plants and cherished possessions “.
It's not about conforming to societal norms; rather, it's about actively shaping and creating one's own life. In essence, what do we choose to surround ourselves with?
When building a house, much of the discussion with clients isn't solely about the design for them, but rather about their mindset. The duo documented the day, when one client opted to live without a large screen, in this manner.
"If you keep your antennae well-tuned, you can sense that plants and fermented substances are transmitting a lot of information, albeit minute.
What do we seek to gain information from in our lives?
We found a medium that enables us to feel slight changes of the seasons and a sense of wonder".
The rice is harvested by hand with Torocco and a friend, and then dried in the sun at home.
Spreading the " measure" of awareness
The selection of items on their display shelves, initially comprising only four products, has expanded over the years, each possessing its own unique 'character'. Products such as fu (dried wheat), pasta, soybeans, oatmeal, and kombu (kelp) are all locally grown in Hokkaido. Additionally, at the end of the year, rice decorations made with locally grown rice by a florist friend are also available for sale.
In addition to these locally sourced items, the shelves also feature Hijiki seaweed and loquat leaves from the island of Iwaijima in Yamaguchi Prefecture. This island has a long history of activism against the construction of a nuclear power plant. One can't help but wonder if these items were selected to symbolize the events occurring on the island.
"We have absolutely no intention of directly educating customers about environmental issues. Instead, we hope they come to realize and enact change on their own. Our approach involves offering products and opportunities akin to 'seeds' that can inspire awareness and transformation. Even when there's a social issue behind a product, we avoid directly shouting about it. Our primary focus is initially on sharing how 'delicious' and 'comfortable' our offerings are. Nowadays, many people are simply trying to get through each day, making it challenging to resonate with them through logical arguments alone. However, we believe that feelings of 'comfort' and 'enjoyment' have universal appeal. Through this approach, we hope to gradually raise awareness about the issues surrounding our products."
Hijiki seaweed and tea from Iwai island, Yamaguchi.
The ‘seeds’ of awareness also overlap with the ‘homework’ they use when discussing architecture.
Why are beans imported from the U.S. cheaper than locally grown beans in Japan? Why is there an option to buy by the bulk instead of commercially available products in supermarkets? It comes down to this: What kind of life do you want to lead? This is the same phrase they use when building a house.
"Some people wonder why we prioritize organic cotton and its benefits. We discuss its versatility, comfort, and the environmental and labor issues associated with conventional cotton cultivation. Ultimately, it's up to each individual to decide how they feel and what actions they take. We believe immediate action isn't necessary. Simply being aware and curious, asking oneself 'Why,' is enough to plant the seeds of change. All that's left is for them to grow at their own pace.
That's why our store is named 'Monosashi=Measure.' It's not just about the goods we take home; it's a place where you can discover something new—a new 'measure' for viewing things, issues, and the world."
