“Iwata Shoten,” where you can meet new “likes” in Inabe City! 

About a 5-minute walk from Ageki Station in Inabe City, Mie Prefecture. "Iwata Shoten" is about an hour's drive from Nagoya City.

The white and silver building that can be seen just before going up the hill, with residences in the neighborhood while retaining the appearance of a traditional shopping street. The glass windows reveal fashionable knick-knacks, making everyone curious about what kind of store this is. 

* Information at the time of coverage in October 2022.

Mr. Kota Matsumoto, director of Matsukaze Company and owner of Iwata Shoten

Iwata Shoten is a store that has both a gallery and a shop, and is one of the affiliated stores of the Matsukaze Company, which has sparked the popularity of Inabe City. Opened in November 2017, this year marks the fifth year. This time, I interviewed Mr. Kota Matsumoto, the director of Matsukaze Company and the owner of Iwata Shoten.

How did Iwata Shoten come about?
Combination of "thoughts"

Creating opportunities for more people to come to Inabe City

Posters depicting the four seasons of Inabe are displayed at the entrance.

The corner that used to be the kitchen is now a shop space. The cute pattern on the floor is also the same as at the time.

T-shirts are sold in the old chest of drawers

Products are lined up around the sink

The Ageki district, where Iwata Shoten is located, was originally a town of commerce. It seems that it was a place that prospered as a shopping street with everything from food to books and clothes. In fact, the Iwata Shoten building used to be both a hardware store and a residence, and the remnants of that were used for the displays in the store. The name "Iwata" is also used as it is at the time with permission.

In the same area, there is also the Kamiki Shokudo, an affiliated store of the Matsukaze Company. Kamiki Shokudo is Mr. Matsumoto's first step to become independent. It is a popular restaurant that uses plenty of local vegetables and makes use of an old private house. Iwata Shoten and Kamiki Shokudo are about a 5-minute walk away.

– Why did you decide to open a gallery in Ageki?

Matsumoto: "About six months after we started Kamiki Shokudo, a friend of our current landlord asked us directly if we could use the space for something. Kamiki Shokudo often had customers coming from the Nagoya area, and many of them returned home after eating meals. At that time, it had only been six months since the diner opened, and I myself did not know much about the neighborhood, such as recommended spots and interesting places. Especially since there were no such places until six years ago, I was thinking of doing something else on my own! I had been thinking about doing something by myself.

If we have a gallery in this location, and we change the exhibits every month, many people would come and go. I thought it would be interesting to introduce something different from a restaurant, such as inviting artists and their acquaintances. 

– I feel that having a gallery in this location is a very novel idea.

Mr. Matsumoto: "I hope that there will be more opportunities to come to Inabe City in a different way, such as coming to see the work of the artist instead of just coming to eat."

In fact, when I visited Kamiki Shokudo for lunch, I saw a customer waiting in line telling them, "Iwata Shoten is also there, so please check it out." I feel that art appreciation is a good flow while waiting.

Opportunities for locals to experience craftsmanship and art!

– There aren't many galleries around here. At first glance, there is a place in a residential area that is completely different from the other, so I think it will be new to the locals as well.

Ms. Matsumoto: "The female staff member who worked with us when Iwata Shoten was launched was a local who was born and raised in Inabe City. She said, "I lived here when I was a child, and I never had the opportunity to experience cultural things.'' For those who are interested in art and creativity, it seems that it was also a place that felt unsatisfactory. This is also a place that was completed because of her strong desire to "create a gallery here!" I was no not the only one thinking about this project. ”

Feel closer to art
"Iwata store"

Larger than expected! Gallery & shop space of Iwata Shoten

Floor plan of the shop. I was surprised that it was bigger than I imagined

1st floor gallery space

Was it originally a Japanese-style room? I can imagine

Shop space seen from the gallery space

There were also very cute collaboration goods!

The first thing that surprised me when I visited Iwata Shoten was that the store was much larger than I had imagined. There is a large gallery space and shop on the ground floor. The products sold in the shop are archived works of artists who have been exhibited in the past.

Also, the gallery space is large enough to express the story. I can imagine different works lined up every time I visit, and I feel that it is a place where I can meet my "likes" by getting to know the artists.

Neef, a second floor space that provides a challenge for those who make things.

A solo exhibition held in a space of 3 tatami mats. There are various genres.

This is a space of 6 tatami mats

A row of books that look interesting and have never been seen before

They handle a wide range of catalogs, foreign books, technical books, and specialized books.

– The space on the second floor is commonly called “Neef”. Please tell us how this space was created and what it is used for.

Mr. Matsumoto: "The reason why I created the second floor was a comment from a former staff member of Iwata Shoten, who is currently working as an artist. "The first floor space is too large, and it may be difficult for only mid-career artists to hold solo exhibitions. In a small space of about 3 tatami mats, wouldn't it be possible to hold solo exhibitions even if the number of works is small?" NEEF is a space that expands the range of challenges for those who create things. ”

– For those who want to hold a solo exhibition, the first floor is a bit of a hurdle. Can anyone hold a solo exhibition at Iwata Shoten?

Mr. Matsumoto: "Anyone can take on the challenge. It's a space where you can choose and rent a range of your own capacity and challenge yourself by saying, 'First, let's do our own exhibition in this space alone!'" If it's your first solo exhibition, it's easier to do it in a small space as a startup. On the 2nd floor, there are two three-tatami rooms, a six-tatami room and an eight-tatami room, for a total of 4 rooms. If there is a place for people who make things to present, they can challenge various things. It's important to have a goal and a chance to be seen it. Expand the range of exhibitions on the second floor, and one day, when the artist has grown as an artist, he/she would like to have a solo exhibition on the first floor! I hope this will become one of their goals. I want various people to use the second floor! ”

- For those who make things, Iwata Shoten is a place where they can challenge themselves and set a goal!

Iwata Shoten ✕ Artists

At Iwata Shoten's monthly event, Mr. Matsumoto asks artists who have connections with him, his friends, and artists he likes to hold solo exhibitions. From among the many artists who have held solo exhibitions at Iwata Shoten, I have picked out the ones that caught my attention.

Yusuke Mashiba

He also designed the logo for Iwata Shoten, and is said to be a friend of Mr. Matsumoto.

Atsushi Toyama ✕ Kuniyasu Kojima

Publications tailored to the exhibition. Along with cute illustrations, the charm of Ageki is spelled out.

Osamu Kimura

Originally from Ageki, he is a locally famous joinery craftsman. The octagonal tray used at Kamiki Shokudo is also Mr. Kimura's work!

Studio Wani-san

A pottery artist who works with his wife in Hasami Town, Nagasaki Prefecture. The Koimari motif is adorable.

Sachiko Sakurai

An illustrator from Aichi Prefecture. An original tote bag made for a solo exhibition at Iwata Shoten.

5th anniversary this year! The future that Iwata Shoten envisions

– Iwata Shoten celebrates its 5th anniversary this year. What is your outlook for the future?

Ms. Matsumoto: "Of course we want people of all ages, but we especially want younger people, such as junior high and high school students and university students, to see the exhibition. I would be happy if they see Iwata Shoten's exhibit and think, 'I should continue doing what I love too!' or if they think, 'There are adults like this!'

We also hope that this exhibition will be an opportunity for people in their 20s and 30s to experience art. We hope that the exhibitions at Iwata Shoten will lead to an interest in art, and that people will experience the pleasure of purchasing and displaying works of art, and the pleasure of owning things that they like. With this in mind, we want to be a place where people of all ages can come into contact with a variety of sensibilities. We want to be a place where visitors to Inabe can enjoy themselves even more by saying, 'If you are going to Inabe City, why don't you drop by Iwata Shoten for this exhibition?' I want to be a place where people can enjoy themselves even more."

As Iwata Shoten celebrates its 5th anniversary, it is expected to expand more and more in the future, and Iwata Shoten has various possibilities. The interior of the store is like a small museum, and there are so many exhibits that you will lose track of time. "Even if you don't know how to look at it, just like it and it's totally fine!" says Mr. Matsumoto. When you visit Inabe City, why not enjoy art casually and find your “favorite”?