Azumino Wedding Venue "Chikai no Mori Istole" Rebrands to "THE IST AZUMINO"

Sensuya Co., Ltd. (Headquarters: Azumino City, Nagano Prefecture, Representative: Kenji Ishisone) will rebrand its wedding venue in Azumino City, Nagano Prefecture, "Chikai no Mori Istole," to "THE IST AZUMINO - SENSUYA 1830 -" effective July 1, 2026.

THE IST AZUMINO is a place that has been by the side of many customers' life milestones, primarily weddings, in the land of Azumino, overlooking the Northern Alps. Following the rebranding, while cherishing the authentic weddings cultivated so far, it will evolve into a place where people gather for various occasions in life and in the community, including weddings, anniversaries, corporate events, community exchanges, and markets.

The new brand concept is, "Connecting to the next person, to the next era." We aim to be a hub that inherits and fosters warm connections together with the people who live in this region, those who visit, those we will meet, and all our partners involved with this place.

THE IST AZUMINO - SENSUYA 1830 - : https://ist-azumino.jp/

Background of the Rebranding

In recent years, values surrounding weddings have changed significantly. A survey released by Mynavi Wedding indicated a wedding execution rate of 59.1%, with the percentage of people in their 20s who "will not have a wedding" increasing by 5.6 percentage points year-on-year to 26.0% (*). As more couples feel hurdles in terms of time, cost, and emotional readiness, the role expected of wedding venues is also beginning to change.

On the other hand, the value of sharing the same time and place to directly express "Congratulations" and "Thank you" will continue to be an important life experience. Rather than preserving weddings as a "formality," we have re-examined the future role of wedding venues, which are needed to create connections between people and provide opportunities for gratitude to circulate.

One answer to this is to become a place that grows with the community, beyond the confines of a wedding venue. By deepening cooperation with local shops, confectioneries, restaurants, creators, and accommodation facilities, we will create new value as a place open not only for weddings that reflect the couple's style but also for local residents, companies, and tourists.

* Source: 2025 Marriage and Wedding Actual Conditions Survey (Mynavi Wedding)

New Brand Concept

"Connecting to the next person, to the next era."

We love this region. We love the people who live here. And we love the people we meet here.

For THE IST AZUMINO, "connection" is not just about people meeting. It is about the birth of caring feelings, the circulation of gratitude, and the desire to pass on those feelings to someone else. We believe it is a warm power that is passed down from person to person, from generation to generation.

This building is also not just newly constructed. It inherits the history of a church that watched over a long time in distant England, and has lived its value anew in the land of Azumino. The sentiments inherited across eras and the warmth nurtured in this region overlap, giving birth to new connections between the people who meet here. THE IST AZUMINO aims to be a place that inherits and fosters such connections.

What THE IST AZUMINO Will Do

1. Wedding: A form of celebration that connects with the community

Instead of adhering to traditional forms, we will deliver moments that remain in the hearts of the bride, groom, and guests. By incorporating products from local confectioneries as wedding favors or dessert buffets, using local ingredients in our cuisine, collaborating with local designers and creators, and partnering with local cafes, restaurants, and accommodation facilities, we will naturally weave the charms of Azumino and Matsumoto into weddings.

2. Event & Anniversary: A place to return to for life's milestones

Our relationship will not end with the wedding day. We will continue to be a place that supports various life milestones such as Shichi-Go-San, Coming of Age ceremonies, entrance ceremonies, graduation ceremonies, birthdays, anniversaries, and celebrations for family and friends. We will weave slightly special moments in everyday life into memorable experiences with beautiful spaces, cuisine, service, photography, flowers, and video.

3. Local & Media: A place to convey the charm of Azumino and grow with the community

THE IST AZUMINO will not only be a place for weddings but will also serve as a media outlet to communicate the charm of Azumino, connections with the community, and the sentiments born here. Through collaboration with local stores, producers, Instagrammers, and media, we will convey the people, things, scenery, and activities of Azumino to our visitors.

About the New Logo

A design that visualizes "connection"

The thin double circle represents endless circulation and inheritance, symbolizing the quiet passing down of sentiments and gratitude across generations. The "I" in the center of the logo is not only the initial of THE IST but is also designed as a "baton" to pass on feelings to the future.

The logo design was handled by Toru Momose, who runs a restaurant in the region. Through Mr. Momose's perspective, who interacts with people daily within the community, the design embodies THE IST AZUMINO's cherished "connections with the community" and "interactions between people."

Furthermore, all design work was commissioned to businesses residing in Azumino.

Message from the Logo Designer

Tetsuya Momose, CEO of KOKAGE Inc., Brand Designer

Through this logo design, what I wanted to express was THE IST's desire to "be a place even more open to Azumino than before." As someone who runs the cafe "YO-LO." in Azumino, I personally feel the moments when people gather, conversations arise, and these accumulations become the region's atmosphere and culture. That is precisely why I deeply resonate with THE IST's aim to be "a place open to the community." For the logo motif, I chose Mt. Jonen, which symbolizes Azumino. I interpreted its ridgeline as a "suhirogari" (gradually widening) shape gently expanding towards the future, layering it with the potential of this place and the rich expansion of people and the region. Additionally, the double circle expresses the wish for connections between people to circulate without interruption, and the central "I" signifies a baton for passing on sentiments and culture to the next generation. I hope THE IST will be loved by the community for a long time as a place that connects people and gives birth to new culture from those connections.

The Future THE IST AZUMINO Aims For

THE IST AZUMINO will continue to create new value as a place to celebrate life's milestones, a place for people to meet, a place to grow with the community, and a place to promote the charm of Azumino.

From a wedding venue to a community hub where people gather, sentiments circulate, and future connections are woven. We will transmit new stories from Azumino.

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【Company Overview】

Company Name: Sensuya Co., Ltd.

Location: 1036 Toyoshina Koke, Azumino City, Nagano Prefecture

Representative: Kenji Ishisone

Founded: 1830 (Tenpo 1)

Business Activities: Operation of wedding facilities, rental costumes, beauty services, photography, etc.

【Inquiries Regarding This Matter】

THE IST AZUMINO (Sensuya Co., Ltd.)

TEL: 0263-71-1200

WEB: https://ist-azumino.jp/