A new project is starting from UNDECORATED.
When we connect with people, we feel warmth. For example, you might meet someone by chance and discover you share the same favorite author, then make plans to go to their exhibition next month. Or perhaps your beloved friend is a huge food enthusiast, and simply by spending time with them, you naturally accumulate a wishlist of restaurants you'd love to try. Connections with people broaden our world just a little, and profoundly enrich our hearts.
When we connect with "things," we fantasize. For instance, when we encounter a wonderful piece of art, we might imagine the story behind the work or what kind of person the artist is. We might feel a thrill from designs we've never seen before, or a sense of destiny from a unique vintage item. It's incredibly satisfying to acquire something after much anticipation and fantasizing. Understanding what truly good things are for you and delving deeper into what you love helps build your own standards.
When we connect with "experiences," we encounter new things. For example, discovering a delicious, never-before-tasted dish at a slightly upscale restaurant. Or visiting a park designed by a famous architect and taking in breathtaking scenery. The spaces, scents, and tastes we've never experienced before become knowledge, enriching our lives.
The project we curate, "to UNDECORATED," is a gallery-style lifestyle project that values the connections between "people, things, and experiences."
ーーWhy this project?
Kono: Around my thirties, various aspects of my life began to stabilize. My taste in clothes solidified, I understood what I liked, and once I felt fulfilled in the fashion genre, I started taking an interest in things I hadn't been able to spend money on before, such as food, furniture, and art.
Amidst all of that, I began to wonder what "true richness" or "truly good things" really meant. The project started from asking myself, "The world is overflowing with things, but am I truly rich or satisfied with them?" Ultimately, happiness is subjective, so the genesis of this project was our attempt to create a space where we could share a sense of happiness through the filter of our brand.
――So, it started in your thirties. I imagine it took time to realize. What were your thoughts leading up to it?
Kono: I thought that a mere collaboration wouldn't be interesting, and I pondered how we could share a worldview, including the space itself. Until now, we had been promoting the brand with events like "UNDECORATED meets ○○." There weren't many instances of a brand holding large-scale events with different industries, so I was confident it would work. However, as we continued, I realized that having the brand at the forefront sometimes limited our expression. So, to give more individuality to the curator's side as an independent project, we decided on this new business name.
――"to UNDECORATED" is a wonderful name. What thoughts are behind it?
Kono: Simple, in Japanese, easy to understand... Since we always work with someone, there's always a conjunction involved... We're doing an event with ○○ and UNDECORATED, so "to UNDECORATED" works perfectly! (laughs)
I believe this project is one where "the brand alone can never succeed; there must always be a partner, and it only makes sense when we do it with someone, with something."
ーーWhat kind of space do you hope this wonderful project will become in the future?
Kono: I want it to be a space where "people, things, and experiences" that resonate with the brand can connect. My vision is for many small circles to form, grow bigger and bigger, and eventually become one large circle. I hope it becomes not just a place to buy things, but a community where various encounters are born.
ーーYou've held many events so far. How did you choose your partners?
Kono: First, I choose based on whether I like them, and then I think about how to connect. I write letters or send DMs on Instagram. After that, we meet for meals or I visit their ateliers, and once we've become quite friendly, I bring up the event idea. It's intuition. (laughs) While whether they fit the brand is important, I also value my intuition about people who possess something truly wonderful, or if an event seems like it would be interesting.
ーーWhat kind of "people, things, and experiences" do you want to collaborate with in the future?
Kono: Since this is a lifestyle-oriented project, I want to host events that bring happiness to our daily lives. I particularly want to do many food-related events. I believe food is a genre that changes significantly through communication, not just individual effort. I'm always looking for people to work with, but finding them endlessly is quite challenging, so I definitely welcome reciprocal offers! (laughs)
When we connect with "things," we fantasize. For instance, when we encounter a wonderful piece of art, we might imagine the story behind the work or what kind of person the artist is. We might feel a thrill from designs we've never seen before, or a sense of destiny from a unique vintage item. It's incredibly satisfying to acquire something after much anticipation and fantasizing. Understanding what truly good things are for you and delving deeper into what you love helps build your own standards.
When we connect with "experiences," we encounter new things. For example, discovering a delicious, never-before-tasted dish at a slightly upscale restaurant. Or visiting a park designed by a famous architect and taking in breathtaking scenery. The spaces, scents, and tastes we've never experienced before become knowledge, enriching our lives.
The project we curate, "to UNDECORATED," is a gallery-style lifestyle project that values the connections between "people, things, and experiences."
ーーWhy this project?
Kono: Around my thirties, various aspects of my life began to stabilize. My taste in clothes solidified, I understood what I liked, and once I felt fulfilled in the fashion genre, I started taking an interest in things I hadn't been able to spend money on before, such as food, furniture, and art.
Amidst all of that, I began to wonder what "true richness" or "truly good things" really meant. The project started from asking myself, "The world is overflowing with things, but am I truly rich or satisfied with them?" Ultimately, happiness is subjective, so the genesis of this project was our attempt to create a space where we could share a sense of happiness through the filter of our brand.
――So, it started in your thirties. I imagine it took time to realize. What were your thoughts leading up to it?
Kono: I thought that a mere collaboration wouldn't be interesting, and I pondered how we could share a worldview, including the space itself. Until now, we had been promoting the brand with events like "UNDECORATED meets ○○." There weren't many instances of a brand holding large-scale events with different industries, so I was confident it would work. However, as we continued, I realized that having the brand at the forefront sometimes limited our expression. So, to give more individuality to the curator's side as an independent project, we decided on this new business name.
――"to UNDECORATED" is a wonderful name. What thoughts are behind it?
Kono: Simple, in Japanese, easy to understand... Since we always work with someone, there's always a conjunction involved... We're doing an event with ○○ and UNDECORATED, so "to UNDECORATED" works perfectly! (laughs)
I believe this project is one where "the brand alone can never succeed; there must always be a partner, and it only makes sense when we do it with someone, with something."
ーーWhat kind of space do you hope this wonderful project will become in the future?
Kono: I want it to be a space where "people, things, and experiences" that resonate with the brand can connect. My vision is for many small circles to form, grow bigger and bigger, and eventually become one large circle. I hope it becomes not just a place to buy things, but a community where various encounters are born.
ーーYou've held many events so far. How did you choose your partners?
Kono: First, I choose based on whether I like them, and then I think about how to connect. I write letters or send DMs on Instagram. After that, we meet for meals or I visit their ateliers, and once we've become quite friendly, I bring up the event idea. It's intuition. (laughs) While whether they fit the brand is important, I also value my intuition about people who possess something truly wonderful, or if an event seems like it would be interesting.
ーーWhat kind of "people, things, and experiences" do you want to collaborate with in the future?
Kono: Since this is a lifestyle-oriented project, I want to host events that bring happiness to our daily lives. I particularly want to do many food-related events. I believe food is a genre that changes significantly through communication, not just individual effort. I'm always looking for people to work with, but finding them endlessly is quite challenging, so I definitely welcome reciprocal offers! (laughs)
