Daimaru Area Management Association will hold "Another Marunouchi," a collaborative exhibition of the upcycled brand "Ligaretta" and local products select Shops" Another Japan" from January 28, 2025 Tue to February 9, 2025 Sun at Another Japan in Otemachi.
Ligaretta" is a city-based Fashion brand that upcycles flag advertisements posted on Marunouchi-Nakadori Ave.. This exhibition will introduce visitors to upcycling and the circular economy, both of which are essential to the realization of a recycling-oriented society, and will also offer products exclusively at Period.
This time, the products will be sold exclusively at Another Japan, a select shop of local products Shops where students from the region seriously study and practice business, aiming to provide an opportunity for many people to experience this globally rare initiative.

01. Upcycling brand "Ligaretta"

Marunouchi City-based brand

The main material used for the products developed by "Ligaretta" are the banner flags displayed on Marunouchi-Nakadori Ave.. By using a "secret background pattern" that overcomes the barriers of rights and intellectual property, the brand has upcycled every last bit of streetlight banner flag advertisements that were meant to be discarded or difficult to utilize.
The story behind Ligaretta will be explained and shared through panels, including an introduction to the upcycling brand that originated in the town, a material recycling system that is imbued with the town's story, and the "urban circular" that will be rolled out in the Otemachi, Marunouchi and Yurakucho area.
At this special exhibition, products using materials with this secret pattern will be on sale for a limited Period.
*Lineup: Tote bags, ties, caps, business card holders, smartphone straps, pins

02. Ligaretta concept visual/movie

Composed by Aoi Yamada himself

For the brand's concept visual and movie, we have appointed Aoi Yamada, an artist who will continue to be in the spotlight as a dancer and actress in 2023. In addition, the music in the concept movie was composed by Aoi Yamada herself.

03. Another Japan

A select Shops for local products from all 47 prefectures, where students from the region explore, purchase, plan, and sell local products.

In "TOKYO TORCH," students from each prefecture run a select Shops selling local products from all 47 prefectures to promote their hometowns. Mitsubishi Estate provides the platform, and Nakagawa Masashichi Shoten accompanies the students in running the shop, providing education and mentoring in retail know-how.
Through Another Japan you can learn about the local area, learn about business management, and choose your hometown as one of your future workplaces. And as the younger generation returns to the local area, true regional revitalization will begin. Another Japan was established as the starting point of a cycle that will revitalize Japan.