The idea of creating the project originated in 2006 after visiting Japan. Inspired by the imagery and spirit of modern Tokyo, we want to bring a small part of Japan in Moscow.
First of all, our eyes were on Tokyo street fashion, then how people dress and how to live with it, as selected images. For the younger part of Japan, and especially in Tokyo is very important as you look and before leaving the house to the street carefully chosen outfit. That’s how the Japanese are able to combine, as it would seem different at first glance, styles, probably impossible to repeat any of the Europeans. We are very interested in fashion and local brands, which are almost exclusively in Japan and else where in Europe. We decided to start with Japan Fashion Week, and choosen five Japanese brands to the store – ATO, Mintdesigns, Theatre Products, Taishi Nobukuni and Tiny Dinosaur.
In November of 2007, we opened our store on Petrovsky Boulevard, in the studio of Moscow artist Alexander Petlura, where we immediately attracted the attention of ordinary people and the creative crowd. Continuing the idea japanese spirit, we decided to celebrate Japanese holidays in the store, such as Setsubun – the day of the spring on the lunar calendar, Hana-Matsuri – a holiday for girls in Japan, the O-hanami – cherry blossom festival started, Higan – the autumnal equinox, and others. All the holidays, we try to carry out in accordance with Japanese tradition.
In July of 2008, we moved to the Teatralny proezd bldg.3 – the very center of Moscow, in a historic building – a monument of the 19th century, the former Central Baths. This is a place with a unique history and spirit.
In November of 2011 our shop was reconstructed as a result of selling space increased by 2 times.
From the beginning, our concept has been designated as art + fashion and brands are selected based primarily on their creative component. Many of the designers represented in the store, it is not just fashion, but most of all are artists. Each show - a performance. It’s such brands as ANREALAGE, BERNHARD WILLHELM, HENRIK VIBSKOV, MINTDESIGNS.
In addition, AIR is planning to organize an exhibition of contemporary Japanese artists, and bring young Japanese musicians.
Japan is a country that inspires. Of course, it is the most advanced technologies for all.But most of all that strikes you is the people in Japan, their relationships, relationships to others, to nature. The Japanese remain children throughout their lives and they like to play. They are not afraid to experiment with themselves and their minds open. And this is certainly reflected in the clothes.