Space, Styling and Me -Part 2-

Show windows and store decorations that change with the seasons...just like "displays." On the other hand, "styling" that creates a world view such as advertisements and images is also on the display...? Furthermore, what we, NOMURA Co., Ltd., are working on is a display that creates an experience in space. Even if you say "display" in a nutshell, it's subtly divided and the deliverables are different... I've been delving into things like that.
Click here for Vol.1 talk content ⇒ https://www.nomlog.nomurakougei.co.jp/article/detail/84/

In the second half, based on more specific achievements, we will approach how to make styling and the concept of exhibition displays.

Nice to meet you...

Shimoguni
Mr. Yamaguchi, who is involved in a wide range of design, styling, and decoration
Could you tell me about the flow from job request to completion?

Yamaguchi
It depends on the genre, but when it comes to corporate advertising, I get inquiries from art directors and photographers.
At this point, the concept and image are quite complete.
From there, it becomes a job to further expand the image and concreteness.
In the case of magazines, only the feature theme is decided, and what kind of content is
I often think about it after receiving a request.

In the magazine, the production will remain firmly as a "photo", and you will get credit!
I have been working with the editorial department of the magazine "Pen" for over 15 years.
The editorial department is very picky, and there are many positive people who want to create better things.
You can "challenge" with a good feeling.

Shimoguni
I really admired the design of advertisements that I saw in magazines, so I got a job at a print advertising agency as a new graduate.
However, it was unsatisfactory that I could only design the page.
I jumped into the space industry with the aim of drawing and creating more by myself and aiming for three-dimensional work.

From left to right: Shimokuni (planner), guests Yuri Yamaguchi (art designer), Yamada (designer)
Photo: HIDEKI Sato

Yamaguchi
I like to show things in 2D.
If you create a fiction in reality and drop it into a two-dimensional expression,
I think we can pursue a narrative like a picture book. I love the combination of reality and fiction.
With two-dimensional representations, you can see the world you created in detail, and it can also be used as a record.

Photo: HIDEKI Sato

About the "MAJOLICA MAJORCA" space created with NOMURA Co., Ltd.

Yamaguchi
With NOMURA Co., Ltd., in 2011, the "MAJOLICA MAJORCA" space in "SHISEIDO THE GINZA"
We worked together on the production.
NOMURA Co., Ltd. was in charge of the construction, while I was in the position of producing with Shiseido.
*Currently changed to "SHISEIDO THE STORE".

Shimoguni​ ​Yamada
I wanted to see it! It's not there anymore. What kind of space was it?

Yamaguchi
"MAJOLICA MAJORCA" space has been thinking about a lot of projects that take a lot of time and effort.
I wasn't able to finish it at all...I spent about two weeks staying at the site to finish it.
I was working with the product director of NOMURA Co., Ltd..
When I asked, "I want to make a sound come out of this drawer," they managed to make it... I think it must have been difficult.
The exhibition has a set period.
It will remain in the memory of those who see it, but I feel a little sad that it won't remain as an object.

*SHISEIDO THE GINZA (2011)
A facility that proposes Shiseido's beauty, opened on the corner of Ginza 7-chome, a place that has been associated with Shiseido since the establishment of the cosmetics department in 1916.
The stores on the 1st to 3rd floors sell all brands of cosmetics handled by Shiseido,
There is a paid cosmetic counter where you can try out Shiseido cosmetics in a private room, a service where you can receive makeup and skin care lessons by professionals,
A beauty space where you can have your hair and makeup done, a photo studio where you can take beautiful pictures of yourself, a top-class beauty treatment salon, etc.
I had all sorts of experiences with beauty.
On the first floor, there are about 2,000 cosmetics items from 60 brands of the Shiseido Group, including Maquillage, Integrate, and Majolica Majorca.
“Beauty Marche” is a self-service tasting and shopping space that you can enjoy.
Currently, the name has been changed to "SHISEIDO THE STORE" as a flagship store that embodies Shiseido's knowledge, technology and brand value.
are operating.

Display = Exhibit, Decoration, Styling... Various Meanings

Shimoguni
I see. For Mr. Yamaguchi, the exhibition is a "special exhibition" and a "pop-up shop" when the installation location is a space.
It's a feeling of "things that are lost".
At NOMURA Co., Ltd., the exhibitions that our department creates are museums that are held for 5 to 10 years.
I don't really feel like I'm "lost".
Of course, there are also limited-time exhibitions and seasonal decorations, so from our point of view, decoration = styling.
Mr. Yamaguchi's work area is "styling".
In our department, “exhibition” is basically a long-term exhibition.
“Sturdy = unbreakable” “Never get tired of it = not bound by trends”, and so on.

Yamaguchi
I agree. Packing a lot of money, time and ideas to capture a moment with photos and videos,
When it's over, "Yes, I'll break it!" (laughs)
When I break it, I feel like I've done it, and it's a record, so in a way it feels good.

Shimoguni
When you plan and set up styling, do you have a sense of coming up with ideas?
Is it the accumulation of brand background research?

Yamaguchi
You have both. When it comes to corporate advertising, I research companies and products,
If the theme is decided, I also study.
I think that it is the same as everyone else as a work of expression.

The difference between a display for shooting and a display for spatial presentation

Shimoguni
Mr. Yamaguchi, you collect all the small items for the display yourself, right?
A long time ago, I was also in charge of interior styling for showrooms and visitor centers.
This house is inhabited by such people, with such hobbies, and so on.
While researching shops with various tastes, we will come to terms with the image of the accessory you want and the actual product,
I stared at the budget and went around collecting.

*Goods purchased by Shimoguni in the past at the interior styling of the museum

For example, he worked on a display that enlivens the aisle and workshop space of an aquarium.

I don't have a car, so I have a folding cart to buy little by little at various stores, heavy vases, picture frames,
Carrying bulky cushions and candles back and forth many times...
I love the work of decorating when the space is filled with all the accessories I imagined! I want more! was burning.

All the accessories that appear in the S/PARK video "mé sa mé" are really cute.
It was fun just looking at the small items lined up one by one.
I want something like this for this scene! And please tell me the trick to collecting things according to the image.

*Introduction of S/PARK 16K video "mé sa mé" is here​ ​http://spark.shiseido.co.jp/topics/1242/

Yamaguchi
Thank you!
In shooting, most of the borrowed things = lease (rental) or production, but the display for the space
I have to leave things, so I'm going to buy it.
In that case, you cannot store items that are too expensive.
It will be difficult, and the budget will be completely different.

Shimoguni
Even with the same "space design", "exhibition", "display" and "styling",
This is where the difference in goals and rules comes out.
Look up shops in magazines and on the Internet, make a list, and go there for the time being.
Not all products are listed online, so you may not know if there is something you want.
Mr. Yamaguchi, I heard that you often bring your personal belongings into the shoot, but what is the condition of your home?
Can't you put it in a large detached house or rent a warehouse?

Yamaguchi
I used to have a warehouse and it was full of things, but I was like, "Oh!" and got rid of most of them.
Even at home, when you open the front door, there are many chairs piled up, and you step over them to enter the room...
The situation becomes "no more!" (laughs).
If there is a warehouse or a place to keep it, it will accumulate and eventually you will not know where it went,
Buy again... repeat. Even now, I try not to accumulate as much as possible.

Yamada
What if you can't find the image you want?

Yamaguchi
I have a general idea of which store I should go to to find what I want, but when I can't find what I want, I make it.
There is nothing that doesn't exist, so I persuade the client to propose an alternative plan or create a new one.

Works that Mr. Yamaguchi made by hand in the past. Delicate attention is paid to the finish!

Roughness is also necessary for realistic displays

Designer Akika Yamada
Joined in 2013. Responsible for design and design mainly for corporate museums.
In 2016, he was transferred to the Hokkaido branch for a limited time, and worked on various projects in Hokkaido while enjoying his life in Sapporo.

Yamada
in Sapporo, Hokkaido Shiroi Koibito Park There is a theme park.
This is where our company helped with the renewal of the exhibition.
It is a story-telling tour program, and a doctor who loves chocolate
By setting a fictitious character and going around the hall with Dr.
I want you to learn about chocolate.

In particular, I worked on everything from spatial design to styling for the "Hobby's Room."
The challenge was how to utilize the existing room and add the setting and production of “the laboratory where the doctor spends his time.”
The president of Ishiya Confectionery was an antique collector, and he collected old furniture and overseas items and stored them in a warehouse full of them.
While selecting things that can be installed from the warehouse, what you want to add as a production and what you need to create an atmosphere
made or purchased.

However, although we devised things such as applying aging processing to the newly produced ones,
I was very worried about how I could bring out the realism of a genuine antique product.
I referred to fantasy movies and theme parks, but I wondered how I could make it feel more natural.
Please let us know what you think.

Shiroi Koibito Park
https://www.shiroikoibitopark.jp/
Chocolate Entertainment Tepark by Ishiya Confectionery Co., Ltd., a confectionery maker representing Hokkaido that is familiar with Shiroi Koibito.
NOMURA Co., Ltd. is in charge of overall performance of the park, video content production, review of exhibition plans, space design, production and construction (new cafe, lounge renovation,
We produced the space by undertaking all planning, design and construction work such as expansion of the experience corner, full renovation of the factory direct sales store, and review of the signage plan.

"Hobby's Room" in Shiroi Koibito Park

Dr. Julian Dandino Isimiti, who loves chocolate expressed in silhouette, and his favorite items.

Old furniture and overseas products dug up from Ishiya Confectionery's warehouse.

Temporarily installed in the doctor's room.

Yamaguchi
If I were in charge of the styling, I would make detailed settings for the professor.
How old are you, where did you come from, what are your hobbies, and what time do you like to do?

Yamada
I have a colleague who is good at creating images, and he said the same thing!
The picture of that child has a very natural atmosphere that is drawn even in a fantasy setting.
When I asked him about it, he said that he draws while imagining the order in which things are placed in the room.
For example, "shelf". When you set the framework and draw things in, you can create subtle gaps.
He said, ``Since there was a gap, I made a picture with things stuck in it.''

Certainly, even in reality, "Ah, there was just the right gap. For the time being, let's thrust in here."
I laughed, saying, "Why are there chopsticks in a place like this?"
Ah~ I think that's what's important.

Yamaguchi
"I like this kind of thing, so I'm sure you have this book too~"
How the person treats the things they like... If you put them in a way that conveys even your personality, it will give you a sense of realism.
When I style, when there is a character setting, I not only handle things by impersonating them,
I dare to use props to look for a natural appearance, and I also do a rough production.
The setting of “there is a pen on the table” doesn’t look natural, so I roll it around.

leaving country
On the other hand, as a designer who designs a space, I think that it is "somehow" or "an appropriate size".
I can't say it, so there are differences even in the same "attractive" work.

In this case, wouldn't it have been better if Mr. Yamada actually spent a few days in the doctor's room?
By sitting in a chair all day, reading a book, or walking around while chewing chocolate,
There was a dent in the chair, and the wrapping paper that had been eaten had fallen (laughs).

Yamada
Ah yes. The papers I soiled while drinking wine, the half-read book I lay face down (laughs)
However, since Ishiya Confectionery is a food manufacturing company, cleanliness is also important.
Even if you say "dirty", it's important to have a vintage feel that doesn't get dirty!

Photo: HIDEKI Sato

leaving country
Directing expressions with an original worldview down to the smallest detail, such as "Doctor's room"
It's a precious opportunity to create a space that has been made.
Even in the same "attractive" space, we usually use spaces where clients invite business customers,
We are creating a space where the things to be exhibited (for example, fossils and cultural relics) play a central role.
In many cases, the purpose of creating a space is not to decorate it and make it attractive.

Yamaguchi
I think one of the keys to creating a sense of realism with the small items you install is to "align the time axis."
For example, in a space with an antique feel, even if new items are placed, they will float, so we will age them.
Things that are too old can be cleaned to look new...
If the time spent is filled with the same things, the sense of incongruity will disappear.

Differences in Meaning of "Display"

leaving country
It is about "display" which is also the theme of this time.
Even if we say "to display", it means to display the subject in order to preserve and appreciate the object.
Sometimes it refers to decorating a space in a dramatic way in order to direct the subject.
In other words, decorating can also be called “styling.”
Mr. Yamaguchi, are you aware of the difference between "display work" and "styling work"?

Yamaguchi
The display in the sense of "exhibition" is accompanied by "preserving it".
Whether it is for a short period of time or a long period of time, the purpose is to "hold things".
​The purpose of styling is to make it look the best in the moment, create a worldview, and show a dream world.
Is that what you mean?

Yamada
"Exhibits" require functionality such as durability, workability, and safety in order to be preserved.
The table and fixtures to be used are the same, and it's not just good looking. There are restrictions.

leaving country
When it comes to public museums, consideration is also required to respond to almighty as a facility characteristic.
Durability and safety are the top priorities.

Even if you say "display" in a nutshell, it's versatile.
Although it's borderless now, it depends on what kind of "display" you want to make.
The basic part, the industry that jumps in is also different ~.

Finally the main subject. About concept photo

leaving country
I would like to touch on the main topic that I wanted to discuss with Mr. Yamaguchi this time.
I haven't been able to take on the challenge yet. (smile)
There are many photos of museums and facilities that show the beauty of design,
I don't think there is any advertising material that expresses the concept nicely.

When a movie is made, concept art is created,
When the film is screened, the title, slogan, and highlight scenes are collaged on the promotional poster.
That's how it feels.

Aside from the completion photos, we ask ourselves, “What kind of world view is this? How can we enjoy it?”
Instead of having a model pointing a finger, including the display, production, and graphic processing,
I would like to make “attractive concept photos”.
Take a photo that visually expresses what the space wants to convey and what kind of image it gives.
If you pay it to the client, you can use it for advertising as it is, so it's a good deal.

If someone like Mr. Yamaguchi could be involved in styling such artwork,
Including the styling of the model, creating a deeper world view and scenes that create excitement and sympathy
I think it can be cut off.

Yamaguchi
Sounds fun! People's eyes really shine when they see a wonderful space.
I think the real pleasure in creating my displays is to create that sparkly moment.
Until now, I want to continue to create with the aim of "Kirakira".

The main subject will be moved to NOMURA Co., Ltd. 's communication space "RESET SPACE".
Photo: HIDEKI Sato

leaving country
​ ​Concept photo = Attractive museum photo, we are trying various things.
seems interesting! I wanna try! The person in charge of the facility, the stylist, the photographer,
designer, etc.
Why don't you make it together? We are looking forward to hearing from you.

Mr. Yamaguchi, thank you very much for accepting this interview.
It was a pleasure to meet you again, one of my favorite people.

(2021.8.30 Postscript)
By the way... it's unrelated to the discussion, but with Ishiya Confectionery in my hometown of Sapporo (and within the play area of my school days)
The new work "Shiroi Koibito White Chocolate Omelette" in collaboration with Snaffles of Hakodate is
A happy soufflé cheesecake that melts in your mouth no matter how many times you eat it.

I love it so much that I want to go back to Sapporo just to eat it. (You can also buy it by mail order)
I really love it already... What a wonderful Hokkaido confectionery.

[Location cooperation]
Deli & Café Uran
1-3, Daiba, Minato-ku​
TEL: 03-5500-3910
A handmade delicatessen that opened in Odaiba in 2005.
A spot for relaxing lunches and bento boxes for businessmen who have offices in Odaiba, including NOMURA Co., Ltd. Kogeisha.