When your friend invites you to something called ‘Sweets by Naked’ you pretty much have to go, even if just to find out what on earth it is with a name like that.
As it turns out, the name makes a disappointing amount of sense. ‘Naked’ is the name of a production company founded by film director turned artist Ryotaro Muramatsu. These so-called Naked people apparently ran Flowers by Naked in a similar vein earlier this year.
Sweets by Naked is about… sweets. In a way, there’s nothing more to say. In the basement of super swanky Omotesando Hills, you hand over a hefty 1400/3400 yen (depending on who much you want to eat) to be transported into a cotton candy world of chocolate dresses, honey lampposts and mildly disturbing talking ice cream.
Apparently inspired by the streets of Paris and New York, they still managed to get a British telephone box in there. I really enjoy this kind of Japanese aesthetic I call ‘theme park Europe,’ probably the mirror image of the idea of Japan in the mind of the Ghibli fan who’s never been here. It’s so much cuter than how Europe actually is.
I love going to this kind of thing (though it was overpriced) because you don’t see things like it in the UK very much. It’s pure aesthetics, yummy, shiny, post-modern superficiality. If it ran back home people would complain, ‘What is the point of it?’ ‘What does it mean?’ But Sweets by Naked claims no intellectual component whatsoever and this isn’t a bad thing.
On entering you are greeted by what appears to be an upside down Eiffel Tower with some suspended doughnuts for measure.
These are holograms of us, we were dancing! Every two minutes it ‘rains sweets’ and everything is flooded with a hologram of maple syrup.
In the ‘Ice Cream Florist,’ the ice cream would start talking if you watered it with those watering cans.
…and at the counter, the faces on the ice cream puts you slightly off the Ben & Jerry’s you are about to eat.
Still, you can’t really say no, when the flavour of the Ice Cream is ‘satisfy my balls,’ (second one).
My balls were pretty satisfied.