TAVAT's Second Popup Event at Isetan Shinjuku Celebrates Timeless Eyewear

TAVAT's Second Popup Event at Isetan Shinjuku

Italian eyewear brand TAVAT is making its mark again in Japan by hosting its second popup event at Isetan Shinjuku Men’s Building, following a successful debut last August. Known for merging function with artistry, TAVAT stands out for its commitment to creating timeless eyewear. This latest event aims to showcase the distinctive world of TAVAT, emphasizing its signature line, the SoupCan series, among a diverse selection of models available for customers.

The Story Behind the SoupCan Series

The SoupCan series has a fascinating backstory that dates back to the 1930s in America. The unique design concept originated when the first designer, Norman Schureman, a professor at the prestigious ArtCenter College of Design, imagined that a rugged pair of goggles seen on an old poster from a group of pesticide-spraying pilots called The Flying Burritos was crafted from a famous Campbell’s soup can. This imaginative leap birthed an unmatched concept in eyewear - transforming a soup can into stylish frames.

Unique Features and Craftsmanship

What makes the SoupCan series truly special is its industrial, sculptural frame structure, inspired by the design of a watch crown, adorned with screws. TAVAT combines aircraft-grade metals with high-quality acetate to integrate elements of craft and technology, past and future, simplicity and decoration within a single frame.

Handcrafted by skilled artisans in northern Italy, each pair undergoes over 100 processes across five workshops. The creation process can take up to nine months, and TAVAT is staunchly against mass production, opting instead for small batch collections, ensuring each piece remains exclusive and rare.

During the popup, customers can expect a varied range of models from the SoupCan series, allowing them to experience firsthand the elegance and uniqueness of handmade eyewear.

Event Details

- Duration: August 19, 2026 (Wednesday) to September 1, 2026 (Tuesday)
- Location: Isetan Shinjuku Men’s Building, 1st floor, Promotion Area
- Operating Hours: 10:00 AM - 8:00 PM

This popup event provides a rare opportunity to delve into the TAVAT experience and witness the intersection of functional design and artistic flair.

About TAVAT

Founded in 2010 and based in the stunning Dolomites of northern Italy, TAVAT has been dedicated to creating eyewear that embodies both function and beauty. Each frame is meticulously crafted by skilled Italian artisans, transcending mere utility to become a lifestyle object that complements individuality.

For more on TAVAT and their collections, visit their Instagram page.