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YOSHIHITO SAKAYA
Creative Director
Yoshihito Sakaya has directed a number of stores in Ishikawa prefecture, including the select store "PHAETON", the tea store "TEATON", and the perfume store "PHAETON Fragrance Long Bar/House", as places to collect and experience "something new and hard to explain" on a daily basis and share the excitement of it. He also directs the magazine "DAIBENKYO", which is published by Phaeton. His magazine, "DAIBENKYO", has also been gaining attention for its contents that summarize the "new" that PHAETON is exploring. His knowledge of fashion, food, art, antiques, fragrances, cigars, cars, and much more is top-notch.
PHAETON
Multi brand store
VIEW THE PROJECTNothing interferes, and you can see the sky and the sea straight ahead. This select store, located in Kaga City, Ishikawa Prefecture, surrounded by rice paddies and the sea, is attracting attention from both Japan and abroad. The shop was opened as a place to collect and experience "something new and hard to explain" on a daily basis, and to share the excitement.
5TON
Multi brand store (by appointment only)
VIEW THE PROJECTOpened in 2023 with a focus on light. This is a select store that overturns the conventional wisdom by eliminating lighting fixtures and focusing solely on natural light, by appointment only.
TEATON
Tea specialty store (a members-only)
VIEW THE PROJECTNot serve coffee. Does not serve soft drinks. We specialize in tea. We choose to be a membership shop because we want to be for those who seek us out, and we want the customers who visit us to enjoy a delicious and luxurious time to their heart's content. If you take that first step, we are confident and determined that we will never betray that desire.
PHAETON FRAGRANCE LONGBAR
Fragrance specialty store
VIEW THE PROJECTThe first store specializing in niche fragrances, a rarity in the world, opened by Sakaya, a leader in the rising niche fragrance market.
PHAETON FRAGRANCE HOUSE
Fragrance specialty store
VIEW THE PROJECTAlso known as the "House of Aphrodisiacs". It is a niche fragrance specialty store. The store offers a variety of fragrances that are different from those of the Long Bar, including diffusers and candles that are only available here in Asia.
Daibenkyo
Magazine for travel, food, clothing, and housing
VIEW THE PROJECTThe magazine is published twice a year by PHAETON, a select store in Kaga City, Ishikawa Prefecture, and TEATON, a members-only tea store adjacent to PHAETON, with an emphasis on ”learning” through travel, food, clothing, and housing. Based in Ishikawa Prefecture, the magazine introduces the positive culture of the Hokuriku region and develops "learning" content from this rich region in order to explore the essence of what makes things what they are. Discover a future in which you can live happily, wisely, and healthily, with discerning eyes, accumulating knowledge, and pursuing what you love. ....
