TAVAT Launches Its First Pop-Up Store at Isetan Shinjuku in August 2025

TAVAT's Debut Pop-Up Event at Isetan Shinjuku

TAVAT, the renowned eyewear brand based in the Dolomites of Northern Italy, is set to unveil its first-ever pop-up store at the Isetan Shinjuku Men's Building. This exciting event will take place from August 6th to 19th, 2025, and promises to be a unique opportunity for eyewear enthusiasts and fashion-forward individuals to discover the brand's innovative collections and exquisite craftsmanship.

TAVAT has built a reputation for seamlessly blending functionality with aesthetic appeal, creating timeless eyewear that transcends generations. One of their hallmark lines, the "SoupCan" collection, was inspired by the visionary Norman Schureman, a former professor at the prestigious ArtCenter College of Design in California. The collection draws its influence from the goggles worn by agricultural pilots in the 1930s, showcasing a novel concept originating from the idea of slicing a soup can in half. With advanced technology, this inspiration has been transformed into the eyewear's frames.

What sets TAVAT apart is its innovative structural design, featuring a unique sandwich-like assembly of the lenses and precision Swiss-made crowns as hinges. This crown not only enhances the functionality of the eyewear but also adds a touch of jewelry-like detail, epitomizing the fusion of luxury and technology.

Another remarkable creation from TAVAT is the "MOTUS" eyewear, representing a pinnacle of the brand's technical achievement. This masterpiece features an 8mm thick acetate front and is constructed with a double screw hinge that demands over 100 meticulous steps to complete. Drawing inspiration from the door hinges of German vehicles, the design of MOTUS is nothing short of an artistic spectacle, boasting a structural beauty that stands out in the world of eyewear.

Each TAVAT frame is meticulously crafted by skilled artisans in Italy, ensuring that every piece reflects the brand's commitment to quality and precision. The eyewear is more than just a functional accessory; it embodies a lifestyle statement that infuses intelligence and individuality into one’s appearance.

The pop-up store at Isetan Shinjuku will offer visitors an exclusive look at the latest collections from TAVAT, making it a must-visit for anyone interested in high-end eyewear. With operational hours from 10:00 AM to 8:00 PM, attendees can immerse themselves in the world of TAVAT and witness firsthand the sophistication and innovation that defines the brand.

In collaboration with SeaChange Inc., which specializes in the import and export of glasses, sunglasses, and accessories, TAVAT aims to reach a broader audience while providing unforgettable experiences through their unique offerings. With a mission to build sustainable relationships and develop strategic branding that aligns with the brand's growth, SeaChange Inc. operates under the leadership of CEO Daiki Igata.

Don’t miss this chance to experience TAVAT’s exceptional craftsmanship and contemporary designs firsthand at Isetan Shinjuku. Follow TAVAT on Instagram for updates and sneak peeks leading up to the event!

For more information about TAVAT and their collections, visit SeaChange's official website or check out their Instagram page here.