When my friend Carlos told me he was opening a food shop in a Yokocho around the corner from Shinjuku Station, I told him he was mad. Having established that, the project’s starting point were the objects and seating, usually found in the “Piss Alleys” of old Tokyo. The brand’s warm and colloquial voice, brush style font and its various components manage to deliver an inviting experience. I haven’t been in Shinjuku in a while; but I heard that the joint’s fusion food is doing a killing!