A pop-up event by the design team "Semi," which redesigns campaign flags and advertising posters used at events and other occasions, will be held on the second floor of the Isetan Shinjuku Main Building from June 26th through July 2nd. The event's theme is "Owning the City." Based on the idea of wearing items from the city, the event features original tote bags and pouches made from the campaign flags and banners used at the grand opening of the remodeled Isetan Shinjuku store in March of this year. Each bag is made from the pink campaign flags used on the exterior of the main building at the grand opening and is engraved with a serial number (1 to 44) corresponding to the 44 flags used. A special tabloid created specifically for this project will also be distributed at the venue. "Semi" was formed in 2009 by three classmates at the Keio University Graduate School of Media Design: Daisuke Ishikawa, Yuichiro Kage, and Shinya Kamata. Before entering graduate school, Ishikawa worked at Yoshida & Co. and IKEA. Starting with an exhibit at Tokyo Designers Week in 2010, the group has held various exhibitions and special exhibitions both in Japan and overseas, selling their redesigned products. Regarding the origin of the team's name, Kamata explains, "Our concept is to extend the lifespan of design. For example, advertisements take a long time to create, but once released, they disappear within a week or two, or even just a few days. This resembles the life cycle of a cicada, so we chose the name 'Semi' (Cicada). We also used kanji and Roman letters side by side to make the name easier to remember overseas." Ishikawa adds, "In addition to bags, we're considering furniture made from recycled materials. Currently, we sell some of our products at a select shop in Singapore, but we'd like to eventually offer them overseas, using materials available in each country in a way that suits their environment."