Orange and Partners Strengthens Spatial Produce Business via Subsidiary Merger

Orange and Partners Inc. (Minato-ku, Tokyo; CEO: Kundo Koyama) announced that it will absorb its subsidiary, George Creative Company Inc. (Minato-ku, Tokyo; CEO: Tomoki Hagio), effective June 1, 2026. This merger aims to strengthen the company's spatial produce business and launch its 'Branded Placemaking' initiative, which creates sustainable brand experiences centered on physical locations. Through this effort, the company will integrate concept making, experience design, spatial design, and brand communication to build a system that consistently nurtures brand value from development through operation. In recent years, the development of hotels, commercial facilities, and dining venues has shifted beyond mere functionality and design; the core business value now depends on 'what kind of experience is provided' and 'how to create continuous empathy and buzz.' Furthermore, the utilization of idle real estate and the re-editing of regional resources require integrated production that includes concept development, storytelling, and continuous brand dissemination. Against this backdrop, the company will promote 'Branded Placemaking' as a new branding method centered on space. Branded Placemaking is a 'place-making strategy' that defines the personality and value of a location to foster continuous relationships with communities and visitors. By translating the history, culture, and corporate philosophy of a location into a narrative experience, the company aims to create highly unique public and commercial spaces that enhance recognition, economic value, and employee pride. Rather than one-off promotions or temporary designs, the company designs the 'place' itself—where people visit, stay, and experience—to enhance brand value over the medium to long term through the experiences, stories, and empathy generated there. The company views space not merely as a facility, but as a 'media' that embodies the brand and continuously transmits value, promoting the 'branding of places' and the 'media-fication of places.' The merger will provide value to real estate developers, brand holders, and local governments by offering consistent production from concept to operation, contributing to the maximization of profitability and asset value. In design consulting, the company will support a wide range of areas from corporate V.I. to product packaging, helping clients build internal systems for consistent brand expression. With this integration, the company will unify concepts, experience design, spatial design, and communication, making it possible to 'turn the place itself into a brand.' Instead of just building facilities, the company aims to create 'stages of experience' that remain in people's memories.