December, 2007

A co-worker and I were in the Northridge Fashion Center last weekend when we came across a small shop on the North End of the mall called Sugoi · Life. Although we were pressed for time, the two of us took a quick peek inside. I knew this was going to be more of anime shop when I saw the tall display of Japanese ceramics at the front of the store. Then I began to notice how the store had an assortment of themes going through it. To my left there was a collection of plush dolls and resin models from different anime and video game titles, and to my right a small part of the wall was dedicated to J-pop magazines, CDs, and live film. Their variation of sweets was a bit more expensive that what you would find in Little Tokyo, but that was about what I expected – also given the price of gas it’s probably cheaper for residents of the area to buy it here than to drive down to the basin. The back of the place carried the sophistication of a books store with its small selection of stationary, books, and t-shirts. Finally, the heart of the shop looked to be a collection of towels that were in the shape of different cakes and parfaits and other desserts. The mock desserts were displayed in a showcase like the ones meant to keep food cool.

Overall it was a nice shopping experience. Despite its small size they were able to focus on products in the Japanese culture that was fun, stylish, practical. I also recommend their collection of towels as a gift for someone whose home is already accessorized with decorative soap or glass candy. They also did a good job in organizing the shop so you have a good idea as to where everything is. The people running the shop were also rather helpful and they answered my questions in a timely manner.

Sugoi · Life is located at the north end of the Northridge Fashion Center about halfway from Border’s Bookstore and Pacific Theatres. Its official address is: 9301 Tampa Ave. Store #146, Northridge 91342