Isetan Mitsukoshi has appointed jazz pianist Hiromi Uehara as a mentor for its "ONLY MI Spring Campaign," which introduces original products that embody customer feedback. The campaign will run from March 2nd to 15th at Mitsukoshi, Isetan, and other group stores.
The campaign's theme is "Evolution and Innovation in Everyday Life." Through original Isetan Mitsukoshi products, customers will be presented with items that truly express their desires and inspire them in their everyday lives. The campaign primarily showcases "normcore" and "hackathon" styles. Normcore, with the keywords "careful, concise, and sincere," introduces items that emphasize the aesthetic embodied in objects while preserving one's own identity. Hackathon, meanwhile, will introduce original products with the keywords "co-creation that enjoys inspiration, playfulness, and chance."
This time, the company has appointed Hiromi Uehara as a mentor for the campaign. Regarding the reason for her selection, a representative from the company's PR department commented, "Not only is Uehara internationally acclaimed as a jazz pianist, but she also has a powerful influence on those around her. Her personal values, 'I change myself, but I also don't change myself. I enjoy the changes in myself every day,' align perfectly with Only MI's original concept of 'living your own way.'" An exclusive interview with Uehara was also posted on YouTube, in which she discusses her passion for music and her worldview. Uehara enrolled at Berklee College of Music in Boston in 1999. While a student, she signed with the prestigious jazz label Telarc and made her international debut in 2003 with the album "Another Mind." In 2010, she formed the "Hiromi Uehara The Trio Project" with Anthony Jackson and Simon Phillips, and in 2011, the album she participated in won a Grammy Award.


"Only MI Spring Campaign Interview with Jazz Pianist Hiromi Uehara"


Video source: (YouTube ISETAN Official Channel: https://youtu.be/KP8QLlWht6I)