Promoting the Appeal of Yasuki Yamashita’s Product Brand “DAFT about DRAFT” Through an Opening Reception | steady study’s Work

Hello! I’m Uehara from the Project Planning Department at steady study.

Today, we would like to introduce “DAFT about DRAFT,” a new interior brand launched by Yasuki Yamashita of DRAFT, the architectural design firm that designed SUNNY SIDE UP GROUP’s Sendagaya office!

▼Learn more about steady study here
A Behind-the-Scenes Look at the Showroom of “steady study,” Which Joined SUNNY SIDE UP GROUP in March!

▼Learn more about the Sendagaya office designed by DRAFT here
The New Office Filled with “Fun Excitement” Is Finally Complete! What Does This Office Look Like, Designed to Realize Each Person’s “Fun”? [Hello, New Office!!]

DAFT about DRAFT is an interior brand that expresses playfulness through products, creating designs that are free, humorous, and unconstrained by conventional thinking.

Yasuki Yamashita, the creator of DAFT about DRAFT, is a designer active across a wide range of fields, from interior and architectural design to urban planning. With a free and delicate sensibility reminiscent of fashion, he creates products that accompany people throughout their lives.

On Saturday, August 27, 2022, the flagship store had its grand opening in Omotesando, Tokyo. Centered around uniquely designed original products, the store features a curated selection of international brands—including items making their Japanese debut—suitable for both holiday seasons and everyday use.

Additionally, the store offers a walk-in retail space and a fully appointment-based salon, proposing a unique new lifestyle tailored to each visitor’s individual needs—covering interiors, products, lighting, plants, art, music, and more.

Prior to the flagship store’s opening, steady study supported the opening reception held the day before by inviting media representatives for a preview for business partners and the press, as well as inviting celebrities, models, influencers, and industry key opinion leaders to the store, and providing operational support on the day of the event.

At the opening reception, we helped create an enjoyable space by featuring content such as an installation with ballet dancer Shohei Horiuchi and models, as well as a DJ set, all while keeping the original furniture as the centerpiece.

In response to the request to attract a broad range of potential customers who might be interested in interiors, we reached out to and introduced many individuals who not only have a strong interest in interiors based on their regular communications, but also possess knowledge of art and culture.

For those who attended the reception, the event provided not only an encounter with interiors but also an opportunity to build new relationships, making it a highly satisfying evening.

steady study handles PR for a wide range of lifestyle brands, not just fashion. We look forward to working on diverse projects in the future, and we hope you will continue to follow our work!

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