TOCLAS SALON TOKYO

In Tokyo's Kyobashi district, the traditional showroom experience, often filled with price lists and cabinetry dimensions, is changing significantly. TOCLAS SALON TOKYO, designed by Mitsui Designtec, focuses on brand storytelling as a key pathway to product discovery. This flagship space encourages visitors to connect with the TOCLAS worldview before they even consider the practicalities of the products. Mitsui Designtec has structured this journey through a purposeful two-zone sequence. Upon entering, the Entrance Lounge sets the stage for important brand values like Surprise, Inspiration, Peace of Mind, and Timelessness. This emotional grounding prepares visitors for the Exhibition Area, where technical innovations take center stage. This flow guides visitors from an initial impression of the brand to a deeper understanding of its product capabilities. The design of the space plays a vital role in this experience. Situated within the Kyobashi Kinoterrace, the salon reflects the building's exposed timber-and-steel framework. These wooden beams serve as the primary design language, showcasing the brand’s commitment to sustainability. By highlighting the structural framework, Mitsui Designtec ensures the salon has a clear identity based on material honesty and avoids a cluttered appearance. This design approach elevates the visit from a simple transaction to an engaging brand experience. Brand identity provides essential context, while the technical displays illustrate how this philosophy fits into everyday domestic life. In this environment, architecture lends credibility, the atmosphere draws attention, and technology enriches the design narrative, demonstrating how a manufacturer can connect seamlessly with modern living.

The project's main strength is its thoughtfully designed two-part sequence. By focusing on brand resonance in the Entrance Lounge before showcasing technical evidence in the Exhibition Area, Mitsui Designtec elevates the experience beyond that of a typical product catalogue. This strategic pacing is further enhanced by the architecture of Kyobashi Kinoterrace, where the exposed timber framework provides a tangible sense of sustainability that aligns with the brand's identity.

Kitchen and bathroom showrooms need a design that balances long-term trust with immediate inspiration. TOCLAS SALON TOKYO achieves this balance through a thoughtful progression that guides visitors from understanding the brand's values to appreciating its technological innovations. The exposed timber structure is not just an aesthetic choice; it also serves as a credible architectural narrative for sustainability. By treating the customer journey as a process of discovery rather than simply a transaction, the design provides an intelligent solution for a brand known for its emotional durability and technical precision.

The exposed timber structure enhances the credibility of the sustainability narrative, and the two-part layout helps prevent visual overload in the flagship showroom. This project approaches customer experience as a journey of discovery, which is a fitting strategy for a brand that aims to be recognized for both emotional durability and technical substance.

Image 01 — Entrance Lounge overview A composed hospitality setting introduces the showroom before product comparison begins. Seating, warm light and visible timber establish a calm place for orientation and conversation.

Image 02 — Exposed timber structure Wooden beams remain legible above the interior, connecting the salon to Kyobashi Kinoterrace’s hybrid construction and giving sustainability a visible architectural presence.

Image 03 — Transition into the exhibition The route shifts from a lounge atmosphere towards more focused product displays. Changes in lighting and enclosure mark the move from brand recognition to technical discovery.

Image 04 — Kitchen display setting A complete kitchen environment allows cabinetry, worktop, storage and equipment to be read together. The setting remains open enough for visitors to compare scale and circulation.

Image 05 — Material and worktop detail Focused illumination reveals surface quality, edge construction and the points most frequently touched in daily use. Technical performance becomes visually accessible.

Image 06 — Consultation area Tables and seating are placed close to the displays, allowing staff and visitors to discuss specifications without leaving the product environment.

Image 07 — Exhibition circulation Broad routes and clear sightlines prevent the large showroom from becoming visually congested. Displays are separated into legible chapters within one continuous interior.

Image 08 — Brand and technology integration The final view shows timber architecture, product settings and restrained graphics operating together. The salon’s identity comes from sequence and material consistency rather than applied branding alone.

No detailed plans or sections were provided in the accessible project folder. The spatial understanding is based on the original bilingual overview and eight submitted photographs. The interior is divided into two main zones: an Entrance Lounge for emotional engagement with the brand and an Exhibition Area for technical exploration. This division creates a clear progression from hospitality to specifications. The lounge is located near the entrance and facilitates waiting, orientation, and introductory consultations. The exhibition area extends further into the space, with product displays organized along a clear pathway beneath the exposed timber structure. Consultation points are positioned close to the display areas, enabling discussions to be supported by physical examples. The circulation space is wide enough for visitors to pause, compare, and navigate between complete kitchen and bathroom settings. The visible timber ceiling provides a sense of continuity across both zones. Variations in furniture, lighting, and display density help to distinguish different program areas without necessitating a fully enclosed separation.

TOCLAS SALON TOKYO "TOCLAS SALON TOKYO," grand-opened in January 2026, is the flagship kitchen showroom of TOCLAS, a premier kitchen and bathroom manufacturer, designed to project the brand’s unique worldview. This facility serves to embody a new, customer-centric brand position, distinguishing itself as a pioneering space that transcends the conventions of traditional showrooms.

The salon is located within "Kyobashi Kinoterrace," a newly constructed office building featuring a hybrid wood-and-steel structure with distinctive exposed timber beams and ceilings. By establishing a presence in a building that prioritizes environmental harmony and sustainability, TOCLAS aligns itself with the building’s eco-conscious concept, symbolizing the company’s commitment to a sustainable society.

Guided by the keywords "Surprise & Inspiration," "Peace of Mind," and "Timelessness," the spatial design conveys the true value of the TOCLAS brand through a one-of-a-kind experience. The layout is divided into two primary zones: the Entrance Lounge, a space for "Resonating with the Brand," and the Exhibition Area, designed for "Being Inspired by Technology." By providing a curated sequence for visitors to discover the brand's authentic value, the salon delivers new experiential worth and expresses the incomparable allure of TOCLAS.

Prepared for Merci Magazine × Sky Design Awards 2026