One of the aspects that fascinates me the most is observing how iconic brands manage to go beyond their core business by developing complementary initiatives that create lasting value. These initiatives not only bring the brand closer to the lifestyle of its customers, but also allow it to evolve into a cultural reference point, forging meaningful connections across different traditions.
A prime example is Chanel, which in 2021 founded le19M in Paris, a creative hub bringing together 11 Maisons d’arts and around 700 artisans specialized in the Métiers d’art of fashion and decoration.
Today, le19M continues to promote artisanal excellence with the Galerie du 19M Tokyo, an exhibition that blends Parisian craftsmanship with Japanese tradition and is structured into three main sections: Le Festival, Beyond Our Horizons, and Lesage: 100 Years of Fashion and Decoration. The exhibition presents a variety of immersive installations that allow visitors to witness the intricate techniques of embroidery, tailoring, and woodwork, while also highlighting collaborative projects between French and Japanese artisans.
A distinctive feature of the exhibition is le Rendez-vous, a symbolic space created by Japanese artisans specialized in sukiya wooden architecture in collaboration with le19M artisans, offering visitors an immersive experience of exceptional craftsmanship. This space, complemented by sound installations and hands-on workshops, reinforces the dialogue between cultural traditions and contemporary design, making the exhibition both inspiring and educational.
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