Collaboration with fermata Inc., a leader in the Femtech market

WTFC is a creative production company that advocates for "Ideas and craft, theory and sensibility. For more exciting, new creation ~CREATIVE ENGINEERING STUDIO~," not limited to video and advertising. WTFC is opening "New Stand Tokyo" this time because they wanted to create new things and value by capturing the essence of "the future" and "what the new standard will be."

Unforeseenly, the major paradigm shift triggered by the COVID-19 pandemic has made us feel more than ever the significance of communicating "the future" and "what the new standard will be" to society. They also hope that "New Stand Tokyo" will be a place where various people and ideas meet, leading to insights into future lifestyles and new creation.


■What is New Stand, the select shop from New York?
A select shop from New York that handles digital gadgets and design-conscious miscellaneous goods, created in NY subway stations inspired by Japanese subway kiosks. With the theme of "A day improvement company," they focus on retail tech that creates new daily lives through technology and gadgets, and also offer unique services such as distributing music and cultural content in連携 with smartphone apps. They currently have 42 stores in Manhattan (including a store within a ferry terminal) and 13 stores in airports across the United States.

New Stand US Website
https://www.newstand.com/


■What is New Stand Tokyo?
As the first branch outside the US and Asia, it opens within WTFC's office and co-working space "WHEREVER." The concept is "a store for future daily necessities." While following the US version of New Stand, it will curate products from the perspective of "the future" and "what the new standard will be," including Femtech products that have recently gained attention both domestically and internationally. They also plan to actively utilize the space as a gallery and host various events using the kitchen lounge on the second floor, all under the same concept.
*1) Femtech is a coined word combining "Female" and "Technology." It generally refers to devices, apps, and products that use technology to address health issues specific to women, such as menstruation, pregnancy, and menopause.

New Stand Tokyo
https://newstand.jp/
Location: WHEREVER 1F, 7-2-8 Roppongi, Minato-ku, Tokyo 106-0032
Opening Date: Tuesday, July 28, 2020
Business Hours: 11:00 - 19:00
Closed: Tuesdays *Excluding the opening date

■Notable Collaboration with fermata Inc.
With the vision "Until your taboos turn into excitement," "fermata," which leads the Femtech market, will have its first permanent street-level store in Japan, "fermata store in New Stand Tokyo," permanently installed within New Stand Tokyo!

They plan to extensively offer women's products, including Bloomlife*2 (Bloomlife Inc.), a wearable device that monitors the health of pregnant mothers and fetuses, and organic sanitary shorts with excellent absorbency and a soft feel (EVE Inc.), some of which are making their debut in Japan. Fermata also aims to foster industry growth and has already begun investing in various Femtech companies. These initiatives align with "New Stand Tokyo's" concept of a "future daily goods store," leading to this collaboration.
*2) Scheduled to go on sale in Fall 2020.


■Future Developments for Creative Commune "WHEREVER" x New Stand Tokyo
Operating Entity: WTFC CEO Daiji Yoshida
Tohokushinsha produces various video works, including commercials and films, as well as events. Leveraging our expertise in operating international supermarkets like NATIONAL AZABU and Den-en in Minami-Azabu, Den-en-chofu, and Hiroo, we have created a select shop to introduce products curated by members of WTFC, Whatever, and fermata, with a global and ethical perspective. This is not only a shop but also a testing ground for retail tech and communication with society. We hope to explore what will be necessary for the future society together with you. WTFC's core business strategy involves actively pursuing investment and new business development. While we have found a wonderful partner in New York this time, we will continue to engage in joint ventures with various business partners in the future.

Creative Direction:
WTFC CCO / Whatever CCO Masashi Kawamura
We are experiencing a daily life, unimaginable until recently, where even going out is restricted due to the impact of COVID-19. Lifestyles we took for granted are rapidly changing. While living in this new reality, we designed New Stand Tokyo with the idea of creating a place where we can all think together about what kind of products will become the next standard, and what kind of retail space will sell them.

We want to offer products that propose ways to slightly improve future living, sustainable products that could become the norm in the future, or products that can bring smiles to people across borders and cultures. We define such items as "future daily necessities" and aim to provide them to you while engaging the communities of Japan and New York.

Store Operation: fermata inc.:
Co-founder / CEO Hiroko Nakamura
In our efforts to expand women's choices through Femtech products in Japan and Asia, we encountered the "limitations" of digital for the first time. No matter how stylishly Femtech products are photographed or how detailed their materials and usage instructions are, we realized that certain information, such as actual size and texture, cannot be conveyed digitally. If people cannot obtain the information they need, they may not feel inclined to try new options and might even feel more distant from them.
At fermata, we want people to feel more familiar with new choices by creating a "place where they can actually touch the products" at New Stand Tokyo.

US Headquarters:
New Stand (New York) CEO Andrew Deitchman
At the core of New Stand is the universal concept of 'A day improvement company,' meaning 'to improve (update) every day.' Tokyo is one of the most innovative and dynamic cities in the world. We decided to open here seeking inspiration from Tokyo. We are watching with interest how Tokyo, with its creative culture, will "improve (update) every day."

■About WTFC Inc.
Tohokushinshahttps://www.tfc.co.jp/and Whateverhttps://whatever.cois a creative production company jointly funded and established by them, advocating for "Ideas and craft, theory and sensibility. For more exciting, new creation ~CREATIVE ENGINEERING STUDIO~."

<Company Overview>
Company Name: WTFC Inc.
Representative: CEO Daiji Yoshida (Tohokushinsha)
Location: WHEREVER 3F, 7-2-8 Roppongi, Minato-ku, Tokyo
Established: August 2019
Business Activities: Production of activations and promotions, film content, development of new products, construction management and operation of entertainment facilities, planning and operation of own productions, new business development and investment.
Homepage:https://wtfc.jp/

■About Whatever Inc.
Whatever is a creative studio operating based in Tokyo, New York, Taipei, and Berlin. They continuously create ideas that are "unseen by anyone in the world, yet relatable to everyone" by combining members with globally recognized planning and craft skills with members capable of executing development using the latest technology, tackling genre-less creative challenges beyond conventional boundaries, including advertising, events, TV program planning and production, and service/product development.

<Company Overview>
Company Name: Whatever Inc.
Representative: Yusuke Tominaga
Location: WHEREVER 7F, 7-2-8 Roppongi, Minato-ku, Tokyo
Established: April 2014
Homepage:https://whatever.co/

■About fermata Inc.
With the vision "Until your taboos turn into excitement," they are engaged in business that solves and supports issues related to "women's wellness," which still tends to be taboo. Through the creation of platforms for sharing women's physical concerns and challenges, and the provision of products from around the world that lead to solutions for wellness issues, they aim to accelerate the Femtech industry in Japan and globally, striving for a world where not only women but everyone can live comfortably.

<Company Overview>
Company Name: fermata Inc.
Representative: Hiroko Nakamura / Amina Sugimoto
Location: Flower Hill Meguro 504, 4-3-14 Kamiosaki, Shinagawa-ku, Tokyo Established: October 2019
Business Activities: Sales of Femtech products, creation and operation of a wellness issue sharing community, support for the Femtech market
Homepage:https://www.hellofermata.com/
Online Store:https://store.hellofermata.com/
Youtube Channel:https://bit.ly/2LrLiA2