Five of Japan’s top creative minds join forces to launch a new creative lab called PARTY

Five of Japan’s most highly-awarded creative minds have launched their own privately owned venture, a new innovation and ideas lab called PARTY.

The five founders are: Naoki Ito (ex-ECD of W+K, Tokyo), Morihiro Harano (ex-Founder & CD of Drill, Tokyo), Qanta Shimizu (ex-Technical Director of IMG SRC, Tokyo), Hiroki Nakamura (ex-CD of Dentsu, Tokyo), and Masashi Kawamura (ex-CD of W+K, New York).

Together, they boast an impressive portfolio of work that includes Sour “Mirror” and “Hibi no Neiro (Tone of Everyday)”, Nike “Music Shoe”, NTTDocomo (Touch Wood) “Xylophone”, Sagami Condoms “Love Distance”, UNIQLO “Lucky Machine”, Google “More With Google” and many more.

Although it will work on traditional advertising, PARTY’s core philosophy is to bring technology, storytelling and creativity to a wide range of areas, including products, services, social platforms, architecture and branded entertainment content. This wide remit positions PARTY as a new kind of ideas company, one built for a changing industry.

“In the 20th century, design changed people’s lives, and the industry changed with it,” says CEO Harano (pictured left). “In the 21st century, we believe that interactivity will change everything once again. Our market is that era itself.”

For CCO Ito, PARTY’s unique mix of creative and technical directors means it’s a company of both thinkers and makers. “In order to create a deeper, more engaging interaction, you need a skilled insight & creativity in both technology and storytelling,” he says. “We feel that our past achievements prove that we are professionals in this field.”

According to Creative Director Kawamura, PARTY’s remit will also be to improve the calibre of creative work within its native county. “Japan has a very high level of creative talent, but they have seldom been exposed to the foreign markets,” he explains. “On the other hand, there isn’t much opportunity for foreign creatives that are interested in the Japanese/Asian market to actively participate. We would like PARTY to become a hub that promotes the circulation of that talent.”

“Innovation through added interactivity is starting to occur all around the world,” adds Creative & Technical Director Shimizu. “We would love to export our Japanese skills and ideas to the world.”

The company currently has offices in Tokyo and New York, and has plans to extend its offerings by opening a studio in London by the end of 2011. “The word ‘party’ means ‘A place where different people gather for the same purpose,'” says Creative & Technical Director Nakamura. “These five talents gathered together miraculously to start off with. We’d like to spread this circle to the world.”

PARTY is currently on the lookout for Japanese and non-Japanese creatives.