Market-in is a concept that emerged in the saturated retail market, prioritizing the understanding of end-user needs above all else. While it has certainly achieved some success, it's rather bland on its own. Sometimes, a manufacturer-driven product-out approach is also necessary—and "JAPAN Shoe Expo 2015" is the realization of this long-held belief. Now, it's finally about to begin.


The Japan World Exposition, the largest ever held under the theme of progress and harmony for humankind, was commonly known as Expo 1970. Taro Okamoto's Tower of the Sun towered over the venue, and the American Pavilion, which displayed moon rocks, attracted endless queues. With well over 60 million visitors, it also made headlines for being the first international exposition to achieve a surplus. Held over approximately six months in 1970, Expo 1970 was an unparalleled event that showcased Japan's rapid economic growth to the world.

"The World Expo, aimed at promoting national prestige, saw 77 countries participate, competing with cutting-edge technologies. Private companies like Mitsubishi, Hitachi, and Matsushita were also not to be outdone. It was a time when everyone believed in a bright future. We named it the Shoe Expo with the hope of recapturing that excitement," says assistant buyer Keita Tashiro.


"I wanted to see a manufacturing process where the creators themselves genuinely found something interesting. Traditionally, this would involve sampling and then making revisions, but for this project, we skipped all of those processes. The only thing we asked was to create what you truly wanted to create."

Nearly 30 brands, including leading Japanese craftsmen, designers, and factories, have endorsed this initiative. Each piece is unique, a truly exquisite collection of art pieces. They are available for purchase; once an order is placed, a "sold" sign is hung (a footprint with the creator's comments is placed beneath the artwork, and the buyer receives this footprint as well). In this museum-like space, "the sales staff serve customers as if they were museum curators (laughs)."

What's particularly noteworthy is the involvement of students. This reflects the pride of Isetan Men's, a leading force in the men's shoe industry and expected to play a role in cultural development, and provides an unparalleled stage for young talent. Selected works will also be on display during the exhibition period.


"We received cooperation from students at Hiko Mizuno Jewelry, but their work was of such high quality that we didn't give them any leeway whatsoever. The selection process was truly difficult. A total of 19 people entered, and after much deliberation, we narrowed it down to four."

We're bringing you a sneak peek of this piece, which even the buyer at Isetan Men's declared to be genuinely interesting, along with the creator's thoughts and intentions.