Tanseisha and ANREALAGE Co., Ltd. (Head office: MINATO CITY, Tokyo / President and Chief Executive Of cer: Kunihiko Morinaga / hereinafter referred to as ANREALAGE), which operates the fashion brand "ANREALAGE", signed a business partnership agreement on June 1, 2019. This is the first business partnership between the two companies and a fashion company and a space creation company.
Going forward, as partners, the two companies will combine the design and technical capabilities of "fashion" and "space" with technology to advance demonstration experiments and development to realize a new fashion experience space, and will promote co-creation projects that present the form and possibilities of next-generation clothing.
News Release
Left: Atsuo Kanno, Cross Media Innovation Headquarters of Tanseisha, Right: Kunihiko Morinaga, President and Chief Executive Of cer of Anrealage
"Tokyo 2021" is an exhibition booth by ANREALAGE and TANSEISHA at the art event "TOKYO2021" to be held from August 3rd.
Purpose of the business alliance
Tanseisha, which continues to provide new spatial experiences through the combination of "space x technology," and ANREALAGE, which continues to create new fashion experiences through the combination of "fashion x technology," will conduct demonstration experiments and development using the know-how and technical information based on each other's track record, to create a space that offers an experience unique to fashion.
Furthermore, by creating a new content called a "fashion experience space," and expressing ANREALAGE's history and brand concept in space, we aim to rethink the very nature of fashion, expand the realms of "fashion" and "space," and improve the value of fashion and space.
Background of the business alliance
Tanseisha is a space creation professional that handles cultural and commercial facilities across the country. In 2017, the company established a specialized team for spatial Spatial Production, the Cross Media Incubation Center (currently Cross Media Innovation Headquarters), and in May 2018, it opened Konan Lab Mk_3, a research, development and demonstration center for spatial Spatial Production technology, with the aim of creating new value through the collaboration of space and technology. Tanseisha is working on new approaches to space.
ANREALAGE is known for its colorful and intricate patchwork and clothes with original shapes that are not limited to the human body, and also actively uses technology and new techniques, presenting works in collaboration with different industries both domestically and internationally, and continuing to expand the realm of fashion. In addition to announcing new works at fashion shows such as the Paris Collection every year, the brand has been exploring the creation of a space where people can experience the world of ANREALAGE, including past collections, since its exhibition held at Ikebukuro Parco in 2017.
The technical capabilities and expertise that the two companies have cultivated are highly compatible, and by embodying each other's ideas, methods, and designs through their commonality of "utilizing technology," they have discovered the potential to create spaces that propose a new way of doing fashion and to expand the business areas that both companies are aiming for, which has led to this business alliance.
As the first step of the co-creation project, Tanseisha will be creating the spatial design for ANREALAGE's booth at "TOKYO 2021" (organized by Toda Corporation, located in Kyobashi, Chiyoda-ku, Tokyo, from August 3 to October 20, 2019 *), an art Spatial Production being held in conjunction with the reconstruction of Toda Corporation's head office building.
*During "TOKYO2021", the "Architecture Exhibition" where ANREALAGE and Tanseisha will have booths will be exhibited will run from August 3rd to August 24th.
■ Comment from Kunihiko Morinaga (President and Chief Executive Of cer ANREALAGE)
I believe that clothing is the only device left that can change our everyday lives. Using this device, I would like to create a space with Tanseisha that stimulates the senses of sight, hearing, and touch. We aim to expand the commonplace act of "wearing clothes" and create a space where people can have a new fashion experience, where they can "wear" even intangible concepts such as light and time. Experience is a way of fashion that anyone can understand. A place where even people who have not yet developed an awareness of fashion can be made aware of the fun of fashion. We aim to create a space that transcends the boundaries between the everyday and the extraordinary.
■ Comment from Atsuo Kanno (Director of Tanseisha Cross Media Innovation Headquarters)
In 2018, when we exhibited ANREALAGE's work in a space that we planned, designed, and produced, we sensed the potential for creating spaces for a new era, and the idea for this project was born. We aim to fuse technology and the "experiential qualities unique to fashion" in the space, and to disseminate it to society as a new Japanese culture. We hope you will look forward to our co-creation.
*The contents of notices and news releases are current as of the date of announcement.
Please note that this may be subject to change without prior notice.