There is a particular kind of discovery that begins with a door. At twelv., the Tokyo sake destination founded by Norihiro “Taca” Tacamizuma, stepping across the threshold is meant to feel like entering another dimension. The space unfolds around a carefully considered world of rare sake, Japanese materials, sculptural glassware, music, lighting, and conversation. Taca describes the experience as beginning the instant the door opens—a moment when familiar expectations can fall away.
That spirit extends to his vision for the future. Taca sees twelv. as a meeting point for design, culture, and community, with evolution playing an essential role in preserving tradition. In conversation with Whitewall, he reflects on the origins of twelv., the art of selecting sake, the importance of sensory experience, and the possibilities that emerge when Japanese tradition is given room to move forward.
Courtesy of Norihiro Tacamizuma and twelv.
WHITEWALL: twelv. has become much more than a sake bar, it feels like a complete cultural experience. When you first conceived the project, what kind of emotional journey did you want guests to have from the moment they walk through the door?
NORIHIRO TACAMIZUMA: It’s like opening a door and getting lost in another dimension; in which it evokes an image reminiscent of Harry Potter. Breaking down all preconceived notions, the experience begins the moment you open the door.
Courtesy of Norihiro Tacamizuma and twelv.
“It’s like opening a door and getting lost in another dimension,”
Norihiro Tacamizuma
WW: You often speak about discovering the value of Japanese culture after traveling extensively abroad. How did that realization influence the philosophy behind twelv. and your approach to curating sake today?
NT: When viewing Japan from overseas, I’ve noticed the cultural differences in every aspect; for example, wabi-sabi and minimalism. The West possesses an elegance and a charm in plentifulness rooted in its culture. My primary focus was on achieving a balanced blend of the best aspects of both.
WW: Craftsmanship appears to be the common thread connecting everything your love from sake and design, art and ultimately Porsche. What qualities define true craftsmanship in your eyes, and how do you recognize it when you encounter it?
NT: I believe it all ultimately comes down to the individual creator’s intention. That intention, which could even be called a kind of philosophy, is what I consider to be a beautiful art creation by humans.
The Sensory Art of Sake
Courtesy of Norihiro Tacamizuma and twelv.
WW: The glasses at twelv. are extraordinary objects in their own right, and some were designed by you. Can you tell us about the development process and how the shape, weight, and material of a glass influence the way a sake is experienced?
NT: First and foremost, these sake glass vessels are designed with functionality in mind. These two glasses share a clear concept of “opening and closing,” which is a crucial element when enjoying sake and other alcoholic beverages.
One allows the aroma to open up and the yeast to stimulate; whereas another one is to close the aroma and deliver the flavor directly right to the tongue.
Courtesy of Norihiro Tacamizuma and twelv.
WW: Many people think only about the sake itself, yet you place equal importance on the vessel, lighting, music, and atmosphere. Why is the overall sensory environment so critical to appreciating a great sake?
NT: For me, this is perfectly natural; I believe that good experiences would sharpen our five senses and vice versa we get to gain better experiences through what we have perceived by our five senses. In other words, the environment is one of the important factors.
WW: twelv. is known for its rare biodynamic, organic, and craft sakes. What are the qualities you look for when selecting a sake, and what separates an exceptional producer from a merely good one?
NT: First and foremost, it’s about ʻdelicious Japanʼ. Sake brewers and rice farmers don’t mass-produce, itʼs all about hand work with great care; the breweries meticulously brew the sake by the rice that is carefully cultivated by the farmers. Each step of the process is done without compromise. This entire process is imbued with gratitude and respect. This kind of curation has been a natural progression when we aim to convey the excellence of Japanese traditional crafts and artisanal skills as a core element in what we provide.
Tradition, Evolution, and the Future
Courtesy of Norihiro Tacamizuma and twelv.
WW: One of your signature offerings is your sparkling bio sake, which you have compared to Champagne in its ability to age. What attracted you to this category so early, and what makes this particular sake so unique?
NT: When imagining the future of Japanese sake, I could see sparkling sake would be one of the crucial elements. It’s unavoidable when trying to promote Japanese sake to a global audience as itʼs a creation no one has yet focused on nor fully explored. I envisioned a whole new world of possibilities.
By using rice to employ secondary fermentation in the bottle for creating sparkling sake (without added sugar), this opens up a completely new world of nihonshu (Japanese sake). It pairs well with food and making it able to age develops depth and complexity in its flavor. The possibilities are endless!
“This entire process is imbued with gratitude and respect.”
Norihiro Tacamizuma
WW: The design language of twelv. is remarkably restrained and minimal. How did you approach the interior, and what role does design play in directing attention toward the craftsmanship of the sake itself?
NT: Itʼs about a careful selection of design elements and Japanese materials. One aspect in Japanese culture is the aesthetics of subtraction. Instead of adding more, subtract something out. And when you thoroughly subtract, you find what remain as the essential elements. In other words, it’s about engaging the moment with sake, and listening to conversation and music.
Courtesy of Norihiro Tacamizuma and twelv.
WW: Looking ahead, what is your ultimate ambition for twelv.? Is it to introduce more people to exceptional sake, to preserve Japanese craftsmanship, or to create a new model of hospitality that brings together art, design, culture, and community?
NT: This is undoubtedly the third point. I believe that what can only be expressed at twelv. is precisely a fusion of design, culture, and community.
Expressing this is my ikigai (passion) and everything. I believe that this will naturally fulfill points one and two as a result.
The important thing is not just to pass on tradition, it’s about how to preserve the tradition well and for this we need revolution (to have it adapted to different eras).
Courtesy of Norihiro Tacamizuma and twelv.
