The duo of David Duval-Smith and Michael Frank are enterprising free spirits. The two formed the Tokyo-based design firm Namaiki in 1996, working out of an office space in the Deluxe complex which they shared with graphic designers, the architectural collective Klein Dytham Architects, the music label Nakameguro, and Tokyo Ale brewing company. Naimiki's output covers graphic design, film, musical events, and stage design; they also collaborate with other artists and designers on installations and workshops. The growing success of Deluxe led to the opening in November 2003 of Super Deluxe, which is a multipurpose space "for thinking and drinking" where creators and their public can meet and mingle.

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