This project was for the Yamashiro Onsen store of “AIUEO,” an assorted goods brand originating in Kyoto, in the center of Yamashiro Onsen in the city of Kaga, known as the “Home of A-I-U-E-O.”

The colorful goods and hand-drawn illustrations that form AIUEO’s core decorate the walls; the workshop space and gallery space for parents and children to enjoy have works that change with each project, while visitors can enjoy coffee in the café space. Triggers to spark connections between locals, tourists, and visitors alike are scattered about on a small scale.

The contrast produced by inserting into the modern values of “AIUEO” into the scenery of this historic hot spring town, where vacant buildings are becoming more noticeable, partly due to COVID-19, will create opportunities to rediscover the charms of this “Home of A-I-U-E-O.”

We are sure that the scenery woven by things and by people of all ages, genders, and types will spread and that this will become a new place to broadcast culture in this area.