Redefining running as a culture. “Running Observatory”—please keep us in mind from now on.

Brands of all kinds are emerging around the world, and communities of young people are growing rapidly both domestically and internationally. The running scene is experiencing greater excitement than ever before—not only as a competitive sport but also as a means of communication through physical activity.

Amid all this, “Running Observatory,” a culture and creative production company centered on running, was launched.

KC Watanabe, who has worked on various projects connecting cities and nature, is listed as a producer, while LONO3—who runs a running community while working as a model and DJ—has been appointed creative director.

Producer KC Watanabe.

LONO3, who serves as creative director.

Guided by the philosophy of “Connecting Running with Different Cultures,” the company aims to create a new lifestyle where physical activity and culture intersect through a variety of projects, including its media ventures—such as its original gin—the planning of art projects, and the operation of a customized van that also functions as a mobile studio.

Immediately following the launch, an invitation-only event titled “motion dinner” was held at “AC House” in Nishi-Azabu. The event featured a multi-course meal conceived by Chef Kuroda, centered on the theme of “the inner changes brought about by running,” paired with drinks created in collaboration with “Cosmos Juice.” Furthermore, even the music that set the mood was carefully selected to match the theme, expressing the concept of “running” in a way that was entirely different from conventional running events.

"Running Observatory" is redefining the primal act of running as a cultural phenomenon. Let’s keep an eye on its developments, including what’s to come.