ADK aims to be more 'experimental'

ADK is hoping to fashion itself as a leader in ‘experimental design’ through an investment in 1-10imagine, a Kyoto-based company specializing in technology such as VR, AR and mixed reality (MR).

In a statement announcing the acquisition, ADK noted that such technology has strong potential for growth and is attracting interest from brands in a range of sectors from sports to education.

ADK sees joining the “technology bandwagon” as a way to expand its business “aggressively”.

“As a new brand experimental approach, [experimental design] is playing an increasingly prominent role in [the] consumer activation business that ADK has advocated,” the statement says.

1-10imagine is part of 1-10 Group, which owns a range of tech-oriented companies and played a role in the development of SoftBank’s Pepper, an ‘emotional’ robot. ADK will take 49 percent ownership of the subsidiary and assign two directors to its board.