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SEAL Omotesando's Remarkable Workshop Journey

SEAL, an upcycling brand based in Omotesando, is making significant waves as it celebrates a remarkable milestone—over 3,000 participants in its ongoing workshops dedicated to repurposing discarded tire tubes. Operated by Mond Design Co., the flagship store has become a hotspot for eco-conscious crafting since launching workshops in February 2023.

A New Form of Engagement

The workshops were established to engage customers beyond mere product purchases, allowing them to experience the entire process that transforms waste into delightful products. Participants start by selecting unique tire tube materials, and then dive into hands-on crafting techniques such as riveting and hand-sewing. Current offerings include 15 different types of workshops that encompass items like bag accessories and everyday small goods, all conceived by store staff.

Diverse Participation Motivations

The demographic participating in these workshops is impressively varied. Approximately 70% of participants combine their registration with product purchases, while the remaining 30% join solely for the workshop experience. According to recent data, 40% of visitors are motivated by their interest in tire tube products, while 30% join due to their enthusiasm for crafting. The event attracts a rainbow of ages, from teenagers to those in their 60s, demonstrating an impressive appeal to families, couples, and friends alike.

The structured yet brief 15-minute sessions also allow for greater participation as multiple friends or family members can easily join in. In addition, a growing awareness of the Sustainable Development Goals (SDGs) has emerged as another compelling reason for joining the workshops, as participants express a desire to contribute positively to the environment.

Future Workshop Plans

Currently, the focus remains on tire tube materials, but the initiative plans to broaden its scope to include workshops that utilize other types of waste generated during the manufacturing process. This expanded offering will provide opportunities for individuals already interested in crafting and sustainability to explore new avenues of creativity and enjoyment.

Insights from the Store Manager

According to Kumaki, the store manager of SEAL Omotesando, the journey of these workshops, which has spanned over two and a half years, has been nothing short of rewarding. “Every few months, we introduce new items for crafting,” she shares. “Our staff regularly brainstorms to decide on what the next project will be.” Many participants develop friendships through repeated visits, often returning to see what’s new, highlighting the joy of creating something unique and the satisfaction of the crafting experience.

For first-timers, Kumaki encourages them to feel welcome: “We hope everyone will stop by, enjoy the joy of creation, and spend quality time with us.”

SEAL Omotesando Overview

The store operates from 11:00 AM to 7:00 PM, closed on Tuesdays, and is located at 5-17-12 Minami Aoyama, 1F, Rion Minami Aoyama, Tokyo, 107-0062, Japan. For more details, visit SEAL’s official store page or their brand website.

Company Background: Mond Design Co.

Founded on November 17, 2006, Mond Design Co. is situated in the same building as SEAL Omotesando. The company believes in blending innovative design with sustainability, represented by their commitment to upcycling and eco-friendly practices. Their headquarters can be found at 5-17-12 Minami Aoyama, 3F, Rion Minami Aoyama, Tokyo, 107-0062, Japan. For further information, visit their website.