2024.08.23

Outdoor Advertising Reborn as Clothing: The Challenge of Sustainability by Paper Parade & Ligaretta

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In recent years, considerations for "sustainability" have become a mandatory condition in projects carried out by companies. However, it is also true that this can sometimes be an obstacle to free creativity. How can expression and sustainability coexist and enhance each other?

As a unique answer to this question, the major management association for outdoor advertising in the Otemachi, Marunouchi, and Yurakucho areas, "Ligare," established the fashion brand Ligaretta, which uses "advertising materials" displayed in the city as its main material.

We interviewed the design firm Paper Parade, which is leading the "Ligaretta" project and aims to contribute to sustainability from the perspective of design.

PROFILE

Atsushi Morita

Paper Parade Inc. Co-founder / Creative Director / Printing Director

Graduated from Tama Art University's Department of Graphic Design. With the theme of "creating new value in paper and printing," they propose designs that cross the boundaries of the physical world to create a unique worldview. By collaborating with printing and paper processing factories in downtown areas, they deepen their knowledge of printing and processing technology. They specialize in proposing from two perspectives: as an art director and a printing director, and produce projects from the viewpoint of circular economy. They have received many awards both domestically and internationally.

Is Sustainability an Obstacle to Creation?

A "Ligaretta" bag. Original materials upcycled from company advertising.

Please tell us about the business of Paper Parade.

Based on the origin of "exploring the possibilities of paper and printing," we are active in areas such as graphic design, branding, and art projects. In recent years, we have particularly focused on circular projects with an awareness of sustainability.