Morinoichi 2024 Tokyo Otemachi
Did you know that there is a forest in Otemachi, Tokyo?
Otemachi is home to an "urban forest" where an ecosystem of trees, insects, and animals has been nurtured.
In order to let more people know about this "urban forest," we created "Forest Market."
The concept is "Celebrating the Forest"
Based on the concept of a banquet gathered in an "urban forest," we hope to incorporate the Japanese festival culture of giving thanks for the blessings of nature into this location. A place where people gather together regardless of nationality or gender, creating excitement. A place of surprise and excitement. A place to regain senses forgotten in everyday life. The wonder of playing in the forest and returning to nature. A place where you can come into contact with things and people you don't encounter in your everyday life. A place where you can experience overwhelming emotions like no other. "Mori no Ichi" originates from Otemachi, the heart of Japan.
These are the words of General Director Yoshiko Tanji.
Based on this concept, we worked side by side with Yoshiko Tanji at ANTE Vojnovic div. on spatial decoration, design direction, and brand leasing to complete "Mori no Ichi."
Expanding on the image of a "festival," we incorporated festival-like decorations such as towers, lanterns, and curtains throughout the space.
The main visual is This is Isamu Gakiya.
The Goddess of the Forest is a work that expresses the question, "Is there a way for humans to stop and coexist with animals and nature?" It also seems like bringing forest into the city and protecting the urban forest.
Tanji's hope is that the sense of incongruity felt when seeing something that is not part of everyday life will spark an interest in Mori no Ichi and the Otemachi Forest.
A powerful and vibrant brand at the intersection of people and forests
Mori no Ichi was held on three floors - the first floor, where the forest is located, the B2 floor facing the corridor where 70,000 people pass by every day, and the B1F located in between, and attracted 40 brands.
Each floor has a vertebral zoning.
On the first floor, where the "Urban Forest" is located, brand stores are lined up, inviting you into the depths of the forest once you pass through the tower at the entrance.
The aroma of beer, organic wine, cakes that go perfectly with alcohol, plant-based chicken, and curry made by the unique owner who is working hard to support Myanmar. The sound of the Buddha machine from Vietnam also adds to the excitement.
As you walk along, drawn in by the aromas of products that value the connection with the forest, enticing fruits, and golden-brown crepes, you will discover a brand that embodies even more curiosity.
Vintage bike and outdoor shops, ginger ale recommended by shop owners with topknots, Noto no Yagura and Ipponsugi Shopping Street's recommended items.
Adults, children, and visitors from overseas can all enjoy playing in the forest and experiencing the excitement through all five senses.
ART×Regenerative = Ethics that you can feel with your brain
On the basement floor, with the theme of "Regenerative," artistic items will be on sale and a total of 13 workshops will be held.
I think it's important not to take the word "ethical" too rigidly, but to first open up to what feels good and what is fun for you. This accumulation will ultimately lead to being "kind to the earth." I hope that we can have such an experience at Mori no Ichi. (Tanji)
Urban forest lifestyle
Hearing about the background of each item, which is made with great care in every aspect, from materials to manufacturing, is like listening to a story. The basement floor is dedicated to brands related to food, clothing and shelter. Items filled with the talents of creators will make people who are busy running around the city stop and take a look.
There was a huge gathering of brands from Japan, Argentina, Vietnam, New Zealand, Brazil, and other countries with a particular passion for their products. And each brand was something we loved and something that really struck a chord with us. And because we love them so much, we wanted more people to know about them, and that passion was reflected in the brands themselves, making the festival even more exciting.
I hope this can become a place where people can rediscover their true selves.
Mori no Ichi is a place where you can embrace fun and discover new sensibilities within yourself .
This is an important place for us that we created together with our exhibitors and customers.
The greatest wish and defining feature of Mori no Ichi is to have an "encounter in the forest of Otemachi. A story of time spent with Mori no Ichi" through a thrilling experience that stirs each person's sensibilities and a part of their heart.
