In January 2022, IN FOCUS opened a creative studio called “CONTRAST” in Tomigaya, Tokyo. As a digital branding company, we are often asked why we chose to create a physical space. It is something we have felt the need to explain ourselves. In this article, we would like to share the reason behind starting CONTRAST.
A Space Built on the Concept of Reconstruction
First, a brief introduction to what CONTRAST is. The space occupies the first floor and basement level of the building, where our office is located. The structure itself is over 45 years old, and we chose to preserve it, renovating the space under the concept of “reconstruction.” While maintaining the exposed structure of concrete beams and pillars, we redesigned elements such as walls and lighting. The result is a space where old and new coexist, allowing that contrast to be experienced physically.
Three years since opening, we have hosted a wide range of artists from Japan and abroad. The genres are intentionally not fixed, spanning collage, sound, video installations, digital art, and product design, etc.
Why Create a Physical Space?
IN FOCUS is a company that approaches branding by working across digital disciplines such as web, film, photography, and graphic design.
So why create a physical space?
There are several reasons, but the most significant one was “our desire to expand the range of what we see.” Working in digital for a long time, inputs tend to become biased toward what we regularly consume on websites, videos, and social media. While these are important, relying solely on them can lead to a one-directional perspective.
Encountering artists’ works, observing the process up close, and seeing how works are experienced within a physical space — these experiences inevitably feed back into our own sensibilities. The tactility of expression, the relationship between space and people, and the design of the viewer’s experience — many things cannot be fully understood within a screen.
CONTRAST as a Concept
The name “CONTRAST” comes from the idea of contrast. A defining characteristic of IN FOCUS is working across different disciplines — web, film, photography, and graphic design. By placing different elements side by side, new perspectives emerge. This idea of “what is created through contrast” has always been at the core of IN FOCUS.
The same principle applies to the space of CONTRAST. By hosting exhibitions from artists across different genres, the space itself continues to change. Through the contrast between one exhibition and the next, new ways of seeing are created for the viewer.
An experimental space that is not bound by fixed frameworks, continuously reconstructed by those who use it. The goal is not to complete it, but for it to keep evolving.
Its Relationship to Client Work
To clarify, CONTRAST is not directly connected to IN FOCUS’s client work. However, there are indirect connections.
We sometimes collaborate with artists we encounter at CONTRAST in different contexts, and perspectives gained through exhibitions often inform our branding proposals. Above all, having an environment where our team can engage with art and expression on a daily basis has a clear impact on the quality of our work.
In previous articles, we wrote about being an “independent collective” and about “digital branding.” CONTRAST may be a place where these ideas take physical form. To sharpen our own perspective, we look beyond the digital. Because our work involves designing how brands are perceived, we believe it is essential to cultivate a wide range of expression within ourselves.
From Past Exhibitions
Over the past three years, we have hosted numerous exhibitions. At the opening, we featured works by collage artist Ichi Tashiro and digital artist Norimichi Hirakawa. Other exhibitions include “SEIU” by sound artist Rei Kunimoto and “We are Computational Craftsmen” by DIGRAPH. Many of which explore the boundary between technology and craftsmanship, reflecting IN FOCUS’s interests. We have also welcomed international artists, including Rebecca Merlic with “Kissaten Vienna” and Ujin Lin with “Tokyo Nymph.”
Additionally, some artists, such as Ichi Tashiro and Jacqueline Sardell, have used CONTRAST as a residency space for both production and presentation.
At the end of 2024, we also held the “IN FOCUS Exhibition,” featuring works by our own team members — using the space not only for external artists, but also as a place to experiment with our own expressions.
Finally
CONTRAST is just a short walk from Yoyogi-Hachiman Station. You can find the latest exhibition schedules on our website and Instagram, so be sure to stop by if you see an exhibition that interests you.