Case 03
PROFILE
After training for about 6 years at "farver", a flower shop in Nakameguro, Tokyo, he opened "VOICE" in Gaienmae in 2017. Based on the concept of "listening to the voice and delivering the voice," VOICE proposes a lifestyle in close contact with flowers that is born from communication. Half of the sophisticated store is used as a gallery space, where Kouchi holds irregular exhibitions of her favorite writers and artists.@voice_flower.com
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What do you usually wear to work today?
Kouchi:Yes, I do. I almost always wear black or navy. I don't want to think about coordinating too much (laughs). However, since I deal with flowers, I often work with calm colors that don't disturb me.
When you think of florists, you think of scissors.
Kouchi:Yes, I cannot work without scissors. The scissors I use now are a gift from my mentor at "farver. He gave it to me when I started working at "farver" and a year after I became independent, and I continue to use it while sharpening them.
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Are the aprons with scissors a necessity?
Kouchi:Sometimes I put it on and sometimes I don't. I wear it when I have a lot of incoming work to do or when I water the plants in the morning. Atelier Beton's aprons are short, so they don't get in the way of my work. It is very easy to move around.
Are there any other aspects of the system that you found useful?
Kouchi:When I work outside, I also need small items like wires and towels, so it helps to have large pockets. Also, there are three pockets and only the middle one is shallow. It's perfect for keeping scissors in. I don't have to search through the pockets.
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I don't think it's located in an accessible area, but what kind of customers do you have?
Kouchi:Thankfully, the name of the store has spread, including through social networking sites, and most of our customers come here for the purpose of visiting, rather than just to wander in. I would be happy if people who feel the same way as I do could gather here.
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I think there are many people, especially men, who are not familiar with flowers.
Kouchi:Our recommendation is that you first buy a single-flower vase that you like. Then you will want to put a flower in it. Then, without thinking too hard, try buying a single flower you see at the store. Eventually you will want to display a bouquet of flowers. Each flower has a different expression, even if they are the same, and I hope you will find that attractive.
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CANVAS APRON
Work aprons, which become more familiar and tasteful as they are used more and more, are one of Atelier Beton's signature items. The simple sewing process, which utilizes the fabric edge ears as they are, makes it hygienic, quick-drying, and functional. The large front pocket is also a distinctive feature. The material used is from Fuji Kanebai ®︎, which focuses on pure cotton canvas made in Japan. It is easy to use for both men and women, and can be used for cooking, gardening, D.I.Y., and all other occasions.
6,600+tax, 7,480+tax