Expanding an Awareness of Antique Art Culture Among Young People to Revitalize the Industry
The Valuence Group offers life-changing value tailored to all stakeholders, encouraging every person in the world to live true to yourself. Valuence Group company Valuence Art & Antiques Inc. (Osaka, Japan; Kei Fujita, representative) has announced the launch of a new brand, tenioha, which aims to attract new fans to the antique art world by communicating the appeal of antiques to general consumers. The new brand began social media activities on June 3, 2021, and started online sales through its e-commerce site on June 4.
Communicating the Appeal of Traditional Antiques to the Modern World From a New Perspective
The new tenioha brand by Valuence Art & Antiques is based on the concept of reinterpreting old items through a new sense of value, using the brand as a conjunction between the present and the past. Selecting, combining, and arranging goods to reinterpret antiques in a modern way, tenioha aims to introduce society to a new lifestyle with antiques, which tend to be difficult to value and whose audience continues to age. The goal of the brand is to grow recognition of antiques among younger generations to revitalize the industry.
The spread of COVID-19 has made staying at home a part of the new normal, and more people are rethinking the quality of life at home and their approach to daily living. Through tenioha, Valuence Art & Antiques will suggest antiques that provide highlights of interest to daily life. These items include tableware, interior goods, and accessories that create a new art culture, breaking down the barriers of antiques in the everyday world, while continuing the idea of treating items as treasures in traditional Japanese culture.
Targeting Customers in Their 20s and 30s; Strengthening Messaging via Instagram and E-Commerce
tenioha intends to promote the beauty and elegance of traditional antiques from a new perspective, leveraging social media and e-commerce. The new brand is using its new Instragram and e-commerce accounts to highlight antiques and their use as art objects and interior decorations. Items include tea ceremony accessories, pottery, lacquer ware, and ornaments. In this way, the brand offers a new approach to antique art, which has a reputation for being difficult to understand.
tenioha is also planning collaborative events with many artists, including Yusuke Aonuma (@_yskanm_) and Isana Yamada (@yamadaisana), aiming to expand the recognition of antiques, to communicate sustainable living with antiques, and to maximize the value of traditional antiques.
■ tenioha
・ E-commerce： https://tenioha.shop/
・ Instagram： https://www.instagram.com/tenioha_jp/ （＠tenioha_jp）
tenioha is a Japanese word indicating the prepositions used sentences. Just as prepositions can change the meaning of a sentence, tenioha strives to reinterpret old items through a new sense of value. Writing tenioha in the romanized version indicates that the brand is intent on redefining the word itself and expressing its stance to create value. A comma is used at the end of the word in the official logo to express the idea of connection and the brand’s desire to link the past with the present.
