The reason why we are competing in Koto, as told by the gimmicky person.
From here, we bring you an interview with two of the organizers. We asked Shingo Arai of "Set-In" and Genya Omata of "Wake," who had just finished the event, about their impressions through this initiative.
Shingo Arai (left) and Genya Omata (right)
It was a wonderful event with smiles on people's faces from start to finish. First of all, I would like to ask you how you came to hold the event.
Arai: We first met at a brand exhibition. A mutual friend introduced me to Genya of "Wake" fame.
Omata: That's right. Since then, we have gotten to know each other like going out to dinner, but last year was the first time we got involved in business, wasn't it?
Arai: That's right. Before the launch of "SET IN," I was given the opportunity to do a tour-style pop-up at four select stores that I would like to grow the brand with as partners.
Omata: That was in November of 2023.
Why did you position "Wake" as a special store even before its launch?
Arai: Brands of senior designers whom I respect are also sold at "Wake," and I was beginning to form an image in my mind that good brands gather at "Wake," or rather, had already been completed. So, when I asked them to include "Set-In" in their group, they accepted.
What do you think is the appeal of "set-in"?
Omata: I had never played tennis myself. But as I talked with Mr. Arai, I realized how interesting it would be to combine tennis and fashion! I could feel his enthusiasm. When I actually picked up a pair, I was impressed by how comfortable they were, with mesh lining and ventilation, and how thoughtful each item was. I was impressed by the cleverness of all the items, and at the same time, they were fashionable. I thought this sense of balance was a good fit for "Wake.
It's been four months since your debut. How is the response at the store?
Omata: It's crazy good. The response to the pop-up before the launch was great, so I wasn't worried about anything. Through these connections, Mr. Arai told me that he wanted to develop "set-in" not only for goods, but also for things, events, and places. At the same time, I got to know Mr. Masunaga, who operates "vacant lot. When Mr. Masunaga asked me if I could do something with Wake, the idea of "set-in" came to mind. If we were to just sell products, there would be no point in having the event in a "vacant lot," but if we combined that with a sporting element, I thought it would make the event worthwhile.
Arai: I like making things, but I felt a sense of crisis that if I did the same thing as the well-known brands that are being developed at Wake, I would be buried one day. The decisive difference between us and other brands is our background. Our roots are in the sport of tennis, so we wanted to actively do something other than just manufacturing products that take advantage of that.
So your objectives coincided. How did you decide on the content for this project?
Arai: The purpose of the event was to broaden the horizons of tennis. Therefore, we decided to place a pickleball court in the center of the venue so that people can start by touching a racket. The court is designed in such a way that people can see the court when they are buying goods or food. Pickleball can be played with sandals or heels, so I think even people who stopped by on a whim could enjoy themselves.
Omata: Everyone improved (laughs). In addition to that, we had restaurants with connections to Sapporo and "Wake" open their doors. At the same time, we asked Hobo Brewing to make a "Wake" beer. Hobo Brewing was brewing "Wake" beer at that time, so I introduced them to Shingo.
Arai: I asked them to make a beer that I could guzzle after sports. The next day, they made it for me, and I thought, "This is it! I was like, "That's it! I also like the graphics on the package. I think this beer is going to be a weapon for "Set-In" in the future.
How did you feel after the event?
Arai: I honestly feel that I have been able to do what I have always wanted to do. The goal has remained the same since the launch of Set-In: to create a tennis academy. I feel like we have made great progress toward that goal. There are courts, clothes, beer, music, and lots of people who enjoy it. When we put a roof on this place, the clubhouse will be complete.
Omata: Originally, the "vacant lot" was the "JRA" building. However, it was demolished due to aging, and what would normally be used as a parking lot was redeveloped as a free space for people to gather, and is being operated for a limited time until the next building is constructed. That is why it has a special feeling. I am happy that we were able to hold an event with "set-in" at this location within the limited time available. I am glad that we were able to bring it to fruition successfully.
Are you planning to hold the next one?
Arai: Of course, we would like to do it again. However, I think it would be better to keep in touch with each other when we want to do it, rather than making a plan for when we want to do it. I am not the type of person who can plan ahead (laughs). (laughs) I'm thinking on my own, but how about you, Genya?
Omata: I agree. I am also the type of person who values intuition (laughs).
