This is Paper is Warsaw‘s best kept secret. Aesthetically aware and Japanese-minimalism loving, everything about This is Paper feels well-considered, and absolutely individual. Starting with their already cult, extremely durable, vegetable-tanned leather backpacks, and ending on advertising-free, signature magazine issues, this Polish brand found back in 2011 keeps on evolving up to now, being consistently true to their style. A brand, so perfect in its creative strategy, definitely should have a space, where its vision can be experienced by the others – and here it is, the newly opened, flagship store, hidden in Warsaw’s not-that-trendy district and settled on quiet Odolańska street.
When I entered This is Paper’s stationary boutique the first time, I was pleasantly shocked by the oozing peace of those white walls and wooden shelves (holding denim rucksacks, practical transfer bags, loads of plants and niche books). Everything seems to slow down here, and the time flows in the peculiar rhyme of Asa Changs & Junray’s “Hana” track. The sales assistant matches the place’s pace, too, with laid-back, unpretentious attitude. On the left, I’ve spotted the tea-room corner, and I was really surprised, when the ‘This is Paper girl’ suggested trying her favourite taste. “You can’t buy blindly – first try it” – such a hearty and down-to-earth statement to say. In awe, I sipped the delightfully refreshing tea while listening to the story of its origin. Of course, the high-quality green tea comes from Japan, and the owners of This is Paper did their best to find the most organic and pure type. Their taste buds took them to Fukuoka prefecture, were they discovered a small, family business – against mass production, the father-and-son duo care about the tiniest details of proper tea-making process. This is Paper specializes in a wide selection of teas from Fukuoka, but they also import a great brand from Berlin – Paper & Tea.
I discovered This is Paper a few years ago (prove: I’ve written a piece about them here), and when I discovered that they are opening a store, I just couldn’t wait to see it. But it was their Instagram post with ‘matchamisu’, which made me come straight to their place. Except selling tea, This is Paper uses it in a variety of little, home-made desserts, and matcha-modified tiramisu is their latest addition. I tell you, it’s heaven for the eye and for the mouth. Also, you can try out their another specialty – matcha pralines with edible green tea, roasted rice and other flavours.
This is Paper’s store (and design studio located in the back of the retail space) isn’t just a minimally furnished spot in an off-beat part of Polish capital. It’s a totally different view on commerce, which fuses all human senses and creates desire. “Less is more” isn’t a clichee here, but an asset.
Odolańska 6-8 / Warsaw