Yooyama: art or decoration?

Interior @ Yooyama / PHOTO: ROSSANA Photography

Entering the shop, Yooyama feels like crossing an invisible door to a very special museum exhibition. All the items on sale (from design pieces of furniture to small decoration articles) present a touch of uniqueness. It’s impossible not to feel the need of spending a little time observing each of them. You want to take everything home with you, that’s for sure. But there is more to it than that: you want this world of original colours and shapes to trigger your imagination. You feel a strong desire to reach out to the hidden artist within you.

“We started this project about two and a half years ago,” says Johanna Spielberg, who co-owns the store hand in hand with Volker Jöcks. “The idea was to run a store and an online shop for young artists. Each of us is a potential collector; we tend to keep things that represent good memories. So, we wanted to recreate at the store that same collection you would have at home. For that purpose we decided to work with three different actors: renowned brands, newbies (smaller companies like dassie or art & atmosphere) and young artists. All of them work sustainable, are socially engaged or implement ecological values.”

Yooyama currently promotes newbies from all over the world – including Germany, Scandinavia, South Africa and Japan. Johanna and Volker help them to keep up the relationship with the press and run the online shop for them. That way, the young artists can really stay focused on their work.

Furthermore, people interested in finding out more on the available articles at Yooyama can read the interesting story behind them on their blog. That spirit of transparency is the same one they want to bring into their store. That is the reason why every one or two months they organize a little vernissage where they present the new arrivals they have and give information on how they have been made and the sustainability background of the manufacturer.

“In the future we want to run shops in other small-scale cities like Nürnberg, Münster or Heidelberg,” states Johanna. “We have realized all these midtowns have the same problem: they have many big commercial chains but they don’t have owner-run shops that are new or original. That means people living in these places have problems to buy products that are not mainstream… and we really need to fix that!”

Yooyama: Bastionstraße 33,  Düsseldorf. 

TEXT: EVA BLANCO

PHOTOS: ROSSANA Photography