Part 1: A Conversation with Momoko Yamazaki of CELUX (1)
Part 1: A Conversation with Momoko Yamazaki of CELUX (1)
Thank you for your patience. We are finally launching our content. This is Hiroshi Ozawa. As the title suggests, at OPENERS, we aim to convey messages with a sense of immediacy, focusing on "collaboration" in creative endeavors, particularly in fashion. We will cover the various people involved in product creation, their production processes, and even their limited sales on the web shopping magazine "rumors."
For this first installment, as a warm-up for myself, I will report on a collaborative project that has been underway since last year. My partner is CELUX from LVJ Group. As you know, CELUX is celebrating its 5th anniversary this year. I'll share a bit about the exchange of ideas for product creation, which also ties into their 5th-anniversary celebration. Let's also hear from Momoko Yamazaki, CELUX's MD.
photo by Emiko Fukuda
At the CELUX 8th Floor Lounge
First, my thoughts on CELUX...
CELUX, established in September 2002 with a members' salon, is likely the only membership-based salon and original membership organization of its kind in Japan.
Take the members-only elevator in the "Louis Vuitton Omotesando Building" in Tokyo's Omotesando to the 8th floor. Currently, CELUX occupies two floors, the 6th and 8th. The 8th floor is a members' lounge with a high ceiling and a spacious, open atmosphere.
According to Aiko Inoue, who is in charge of PR & Communication at CELUX, "CELUX is a membership salon that proactively researches members' interests and proposes new lifestyles through products, services, and events."
For fashion items that pique members' interest, they create exclusive original items for members. They also offer priority access to pre-sales of popular non-fashion items and actively develop services such as personalized gift options for exclusive sweets and toys.
As it is a salon, members sometimes drop by just for tea after shopping in Omotesando, or use it as a place to gather with friends. They will also be introducing a valet parking service from this spring. In any case, it's a salon with a comfortable space and excellent service that I personally love.
A glimpse into my approach to creation
As mentioned in my profile, my brand "coffee and milk," a collaboration with BEAMS, has started smoothly, and a new initiative with UNITED ARROWS is about to begin. I also have a connection with CELUX. While some creators might adopt a stance of "If I'm working with CELUX, I won't work with anyone else," I fundamentally believe in collaborating with anyone as long as it's enjoyable. In that sense, I find CELUX to be quite agile.
Last year, there was a highly successful project where five creators "re-created" Fred Perry polo shirts, which were then sold in limited quantities. I was deeply honored to be chosen as one of the five, alongside international fashion designers.
The people at CELUX don't seem to place much importance on societal recognition or status; if the product, the vibe, and the sense are good, then it's acceptable. This is incredibly important for creators.
In a time when many consumers want to see logos or instantly recognize a brand's origin, CELUX is tackling quite challenging endeavors. But their attitude is truly admirable.
I resonate with CELUX's very foundation, and I can see they are exploring a wide variety of forms for collaboration.
I consider myself a "fashion geisha" (laughs). If I'm called upon, I'll go to any engagement and participate if it feels enjoyable. I believe this approach allows me to capture the current zeitgeist more authentically.
Next time, I will introduce the actual exchange with Ms. Yamazaki.
With the cooperation of
CELUX
TEL. 03-5410-8231
www.celux.com
Membership in "CELUX" generally requires an introduction from an existing member.
Entrance fee: ¥210,000, Annual fee: ¥26,250 (as of the end of January 2007)