Located on a quiet street in Ginza, sits a tiny bookstore with one room. In that one room sits one book. And on the walls, an art exhibition inspired by that one book hangs. This is the intimate retail experience of Morioka Shoten, a specialty bookstore that sells one book at a time, rotated and redecorated weekly. Inspired by a traditional Japanese tea room, the owners wanted to create a setting “where a blessed conversation between readers and authors” can emerge. Consequently, readers are exposed to an experience unlike any other large retailer, and that’s the ability to gain an intimate understanding and feel for the book and it’s topic(s) by interacting directly with the owner and curator of the art exhibition on display. With a weekly rotation, the focus and setting changes every week as Morioka Shoten changes the game one book at a time.