Local label Ksubi has revealed it is taking its event - the Kirin 'Big in Japan' exhibition - to the next level this year ahead of new developments for the brand.
The event, which launches today, was created by Ksubi for Japanese beer brand Kirin as a contemporary arts and cultural festival. The event brings Japanese artists and performers to Australia to showcase their talents.
This year will be the third instalment of the exhibition and Ksubi have decided to go public with the concept due to its popularity, according to Ksubi co-founder Paul Wilson.
“The partnership between Kirin and Ksubi started when Kirin were looking for a different way to launch their re-branded beer in the Australian market and some industry friends recommended Ksubi as a creative Australian collective, as we have spent a lot of time in Japan over the years,” he said.
“It gave us a very unique opportunity and after the success of the previous two years, the event has grown from its first year being held in Sydney only, then growing to both Sydney and Melbourne and now we are able to access our customers and the broader community.”
Although Ksubi won't be using the event to directly promote its collections, Wilson said that some artists would be given some gifts from the label and “may or may not perform in them”.
Wilson also said that Australian brands should look to secure similar strategic partnerships to remain relevant and fresh in the tough trading environment.
“Brands have to be more savvy than ever right now with the way they market. It's all about creating engaging stories for press any way possible,” he said.
“It’s fine to collaborate with brands as long as it is done in a credible way. The end result has to be creative and interesting and the opportunity should be seen as a way to create an idea, expression or platform for something new and exciting.”
Ksubi is also looking to take the brand's connection to art and culture into stores, with plans to include a mini gallery in its next new store.
“We are opening our new James St store in Brisbane at the end of November. The store will include a satellite gallery for the Institute of Modern Art in Brisbane and we will feature new artists every month,” said Wilson.
The Kirin ‘Big in Japan’ Sydney event will go live today, November 15, at the Paddington Town Hall until tomorrow, November 16. The Melbourne instalment will run from November 18 to November 19 at the Thousand Pound Bend gallery space.