• Overview

  In November 2021, B-OWND and HARTi Inc.1 co-hosted an experiential art event at Haneda Innovation City. The concept was a modern reinterpretation of Toyotomi Hideyoshi’s “Kitano Grand Tea Ceremony,” a gathering where people of all classes could meet and interact. In addition to exhibitions by ten artists working in ceramics, glass, and other media, the program featured a tea gathering organized by TeaRoom2, workshops exploring the connection between art and self, and the distribution of commemorative NFTs exclusively for attendees. The event was designed not only to “view” art but also to “experience” and engage with it.

• Project Background

  In Japan’s art market, while many people attend exhibitions, the culture of “purchasing” artworks has not taken root. In fact, more than 80% of Japanese people have never bought an artwork. To bridge the divide between “viewing” and “purchasing,” it was necessary to create interactive, two-way experiential value. Just as tea gatherings once served as salons that drew the innovators of their age, this event was envisioned as a contemporary salon where diverse people could gather and connect.

• About the Event

  ・Exhibition Spaces: Five themed exhibition rooms—“Universe,” “Sound & Light,” “Five Elements,” “Humor,” and “Floral”—were set up within the venue. Works by ten artists, spanning ceramics, glass, inkstones, floral art, and video, invited visitors into a multi-sensory art experience.
  ・Art Tea Gathering: Led by TeaRoom CEO Ryo Iwamoto*3, guests were served tea using vessels created by participating artists. By touching and using the works firsthand, attendees gained a deeper appreciation of their beauty and tactility.
  ・Philosophy Workshop: Participants verbalized their personal philosophies and explored similarities and differences with the artworks. Through dialogue with art, they experienced a new form of self-reflective appreciation.
  ・NFT Integration: Commemorative NFTs were distributed to attendees, preserving real-world experiences as digital records and laying the foundation for ongoing community-building beyond the event.

• Event Details

  ・Event Title: HANEDA ART EVENT – A New Form of Art × Tea Gathering
  ・Period: November 21 (Sun) – November 23 (Tue, National Holiday), 2021
  ・Venue: Haneda Innovation City, Zone E, 2F
  ・Organizers: Tanseisha Co., Ltd. (B-OWND), HARTi Inc.

*1 HARTi Inc.: With the corporate mission “Circulating Sensibility, Creating Economy,” HARTi develops new businesses and provides consulting using art and NFTs. The company co-hosted this event with B-OWND.
*2 TeaRoom Inc.: Engaged in Japanese tea production and business development, TeaRoom aims to inherit and advance the culture of tea ceremony. For this event, TeaRoom produced a special tea gathering using vessels created by participating artists.