An uncomfortable summer festival site suddenly appeared in Shinjuku.
PROFILE

Director of "10 SAGBOX". After working as a store staff at a select store, he launched "10 saggars" in 2017. With his friendly character, he has built a unique community with artists in Japan and abroad. Crossing hobbies such as surfing and skateboarding with his work, he actively engages in collaborations. He is also the organizer of "GOD BLESS YOU," a solo exhibition of "Beggars Signs," a collection of cardboard boxes with messages on them used by homeless people in the U.S. to beg.
The remodeling of Isetan Shinjuku was completed in March of this year. ISETAN THE SPACE," located on the second floor of the main building just off the down escalator, was born as an experimental pop-up space.

The event being held here until Tuesday, August 18 is the "10 Saggars Festival," a fictional summer festival directed by Pigu, who also serves as director of "10 Saggars.
Up until now, "10 SAGBOX" has collaborated with various brands in Japan and the U.S., and has sold out each time. This time, we invited 12 brands that are good friends of Pigu's from L.A. and Tokyo to participate in the event. Pigu came up with the idea of a summer festival as a place for people to gather in the summer.



The "Inho Meishon," which doubles as a cash register and a rattle pong game, is a fun place to play.
All prizes are not for sale and range from first prize T-shirts to fourth prize gum.
Summer is the time for summer festivals," Pigu said. I wanted everyone who came to the festival to enjoy themselves," says Pigu, but this is no ordinary summer festival.
With the help of my friends, I created the event from scratch under the theme of "Japanese festivals as seen from abroad. . What I really wanted to include was the tube guy, which is known as a symbol of festivals in the U.S. It is much larger than it is in the U.S., but it was difficult to make it work here. They are much larger in size in their native country, but it was difficult to make it work here. . I also went to the trouble of ordering Sato-chan movers, which are actually quite expensive. This time, I dared to create something different from the Japanese summer festivals, with a sense of discomfort that foreign people might have mistakenly interpreted in various places.



The Super Ball Scooping, which costs 500 yen, floats a capsule and offers a chance to win a gorgeous prize.
I directed a roller skating event on the 7th floor of Isetan Shinjuku on New Year's Day in 2019. At that time, I didn't expect it, but I was happy to see so many people, from children to adults, enjoying playing with the skates. It would be great if people of all ages, not just those who came to shop, could go and play."
Pigu has prepared not only food stalls that will make passersby look twice, but also yo-yo, super ball scooping, target practice, and even rides. As Pigu's goal was to provide all the necessary elements for a summer festival, it seems that not only long-time fans of "10 saggars" but also those who just happen to visit are in for a real treat.
Pigu's approach of releasing items in "Atsumare Animal Crossing," or "Atsumare Animal Crossing," shows that he wants to have fun not only with people who love fashion, but also with people from all walks of life.

Old-style pinball, in which hand-throwing is rare, is highly challenging and addictive.
The idea for this year's event came from a Japanese-style festival called "Parking Lot Paradise," or "Palopa," held last year in the parking lot of the LDH in Hollywood, U.S.A. Pigu directed this festival with L.A. brands, but "there was not enough time to prepare, and it was not as complete as we had imagined. However, "the preparation time was not as long as he had expected, and the event was not as complete as he had imagined," so he decided to update the event to a more serious version.
We asked Mobu, LLC, a company that designs spaces and creates fixtures for various apparel brands and restaurants, to create the portable shrines, playground equipment, and food stalls. Despite the unforeseen incidents, they created a playground that exceeded our initial request, and for that we are truly grateful."



At the event, the collaboration items with 12 brands prepared for this event, as well as in-line items from "10 saggars" will be on display.
As Pigu says, each stall is individually designed with its designer and store atmosphere in mind .
For example, there is a mask shop by "Virgil Normal" with a lawn planted just like the store, and a shaved ice shop by "Boogie-Woogie works" near the sea. Each brand is created with a theme and image in mind, and even the way it looks when the designer is standing on it.
In fact, if not for the recent Corona disaster, there were plans for a designer from L.A. to come to Japan and stand in the store. Despite the accident, the space is energetic and you don't feel that.
Try your hand at making your own collaborative T-shirt.

At the "Free Design" booth, visitors will be able to create their own original T-shirts by combining the logos of the participating brands using the transfer design sheets provided.
This time, Pigu showed us a special example.

. First choose the size and color of the T-shirt. Select the sheets you want to use from the file, and work out the layout until you get the design you like. T-shirts start at 4,950 yen for adults and 1,650 yen for children , including tax.
Sheets range from 440 yen to 1,320 yen including tax, depending on the size. Printing is also available on T-shirts at the venue.


Once the location is determined, fasten it with a sticker, place the T-shirt between the T-shirts on a griddle heated to 180°C and wait for 30 seconds.
This work is dangerous and should be done by the attendant. Please do not approach them and leave it to them.


When the sheet is cleanly removed from the hot T-shirt, it is ready to use!

No need to bring anything with you, and you can easily create your own original design collaboration T-shirt on the spot at this booth. The booth may be crowded depending on the time, so call ahead if you are interested.
And what's more, we are giving away a T-shirt printed by Pigu to one lucky winner. Check out the details at the bottom of this article!