The "Ultra Super New" from now on.
One of the things that distinguishes this company is the art gallery along Meiji-dori in Harajuku, where the exhibits change every three weeks or so and the featured artists are up and coming artists in existence. The curators have selected a lineup that they believe to be the best of the best, and the output varies from photographs, paintings, drawings, and three-dimensional objects. The building along Meiji-dori Avenue has a large window, so many people stroll in by chance while walking around Harajuku.
Of course, the artwork is also stimulating for the staff of the company, and at the opening, the entire staff goes to see the artwork, which triggers communication, such as when critiques of the work begin. The event attracts a wide variety of people, including visitors, and this is also a place for communication, networking, and encounters with new artists.
So why a gallery? While some aspects may be connected to the work described above, valuing art is probably also an expression of the corporate attitude of "Ultra Super New," a company that truly enjoys and values creativity. Perhaps it is fair to say that supporting artists is in the company's DNA. Perhaps it is similar to the way Patagonia protects the environment.
Finally, how do you see the future of creative agencies in this difficult-to-predict era? We asked the representative of Ultra Super New about his vision for the future.
I would like to actively promote international work styles, for example, personnel exchanges with other branches, and I would like to deepen the company's creativity through the mobility of human resources. Also, since we also have a Singapore office, I would like to work to raise awareness of Japanese brands in Southeast Asia. I also intend to assist with communications for foreign companies coming into Japan on an inbound basis."
The creativity that is generated by a company that takes an ultra-super-positive view of people and diversity. And the open-minded spirit and corporate culture that gives birth to it. In this age of scandals and problems in major corporations, the advertising expressions created by "Ultra Super New" may have even greater significance.
