About the future of made in Japan and overseas transmission

With the theme of "Possibilities of space creation now and in the future",
A dialogue project that interviews various pioneers and challengers.
Interview with Mr. Yu Yamada of Method Co., Ltd., who creates spaces from the buyer's perspective (Part 2)

Continuing from the first part, Mr. Yu Yamada will talk about Japanese traditional culture and regional revitalization.
I've been asking about "from now on".

I like "things" rather than "traditional crafts"

(Click here for the first part)https://www.nomlog.nomurakougei.co.jp/article/detail/14/

Shimoguni
You are also involved in promoting the appeal of traditional Japanese crafts and local products.
Directed "Tsubame Sanjo Factory Festival" and "Souvenir from Tokyo" at the National Art Center, Tokyo
MD (merchandising), in the case of a project with our company,
Product display of "Industrial Tourism Plaza Sumida Machidokoro".

Yamada
People tend to say that I'm familiar with traditional crafts, but I like "things"!
I like people who work hard to make things.

I have a strong feeling that I want to create a mechanism to spread the things I like to the world.
I would like to be involved with society in the role of lubricating oil related to "things".

Interest in traditional culture, starting with a history buff

Shimoguni
I also like "things".
In my case, I like the story of "people" that can be felt from "things".
I like shrines, temples, and murals that are built using various techniques.
Even without the convenient tools and wealth of information that we have today, the people of the past who made elaborate things are amazing!
Moreover, in the East and the West, who may never have met in person,
Something similar was made...

When I was a junior high school student, I was impressed by the story of "Shishigari Bunnishiki" in a Japanese textbook.

(A scrap of cloth with a depiction of a man hunting lions called "Shishikari Monkin" was discovered in the Shosoin Repository.
Similar fabrics were found in Persia and China, and further investigation revealed that they were traces of the influence of the cultures of the East and West.
I think it was a textbook arrangement of a documentary about a textile researcher restoring it. . )

Influenced by manga and movies, I like keywords like ancient civilizations, hidden treasures, and myths.
At university, I was addicted to studying the history of East-West exchanges and Buddhist murals.
I didn't have a specialized class, so I hid in the underground library and read literature,
Despite being a Christian university, I forced myself to submit my graduation thesis to a Japanese history teacher.
It's all unreasonable (laughs)

"People living in completely different cultures influence each other"

It was fun to follow the trail.
After all, I had returned to "human".

Yamada
My major is the Department of History, Faculty of Letters.
I studied Islamic art history in England.
I am interested in Islamic art because it is a middle ground between Eastern and Western cultures.
I myself am not interested in traditional culture, but I like history.
When I heard Mr. Shimokuni's story, I thought there was something.

As a personal creed, I am reluctant to say that I like traditional Japanese culture.
I don't want to limit it to "I like ○○ country!" (laughs)

Shimoguni
Master the art without being influenced by anything! I just love this! Rather than narrowing it down to
I feel that a lot of "likes" create a personality.
There are various ideas, people, and communication, and "good things" and "wide-ranging humanity" are born.
It's interesting to think that history and myself are spun like that.

Incorporating "traditional culture" is an added value of space creation

Yamada
I have a question too.
Why is NOMURA Co., Ltd. focusing on "traditional culture" these days?
Looking at it from a buyer's perspective, honestly, it's about time for a downtrend.
I think that the element of “traditional culture” alone will continue to decline after 2020.
I think it's a meaningful business theme in the sense of "solving local and regional issues"...

Shimoguni
I think the reason why we are putting so much effort into this is that "traditional culture" is an added value for those of us who create spaces.
There are ups and downs in trends from the perspective of “things” such as “traditional crafts”,
If you take “traditional crafts” as “traditional characteristics of the region” and use them in the space, they will become a constant value.

For example, when building a museum in a certain town.
We will create a space that exhibits the origins, natural environment, and history of the region.
If you incorporate the elements of "traditional culture" into the space design, you can feel the history of the region from the space.
This is added value.

Ta City Museum: After opening in Sanbonmatsu, Hita City in 1960 as the first public museum in Oita Prefecture, it was relocated and reopened in 2016. We assisted in the planning, design and construction of the renewal of the exhibition.
The "Great picture scroll of the relationship between rivers and people" displays the history of Hita City in the style of a picture scroll. It was created in cooperation with the local Okiagami Hina Preservation Society.

Shimoguni
NOMURA Co., Ltd. started out by making props for theatrical performances.
It is a world where craftsmen exist, and production ingenuity exists.
Not limited to "traditional crafts", the presence of craftsmen who are responsible for local crafts and industries and the succession of techniques
It is also related to the future of space creation.

Creating value and selling methods for traditional culture
create space together

Shimoguni
I am a planner, so I plan what I want to be like.
Therefore, creating new value through collaboration with people who are responsible for traditional culture and creating a place to show it is for traditional crafts, and I think it is a job that can help solve regional issues.
It's a selfish interpretation that was pulled by the "human" earlier (laughs)

One example I worked on is the branding of a special chrysanthemum flower called "Kiku no Machi Nihonmatsu" in Nihonmatsu City, Fukushima Prefecture.
In Nihonmatsu City, one of Japan's traditional gardening culture, "chrysanthemum dolls" will be made, and a chrysanthemum fair will be held at the same time.
There is a big festival called "Nihonmatsu chrysanthemum doll".
On the extension line of this chrysanthemum doll, it is called "Senrinzaki", which blooms more than 1,000 flowers from one stem.
The best of gardening chrysanthemum was born.
I want to spread the value of these Nihonmatsu chrysanthemums! It was a request.

Mr. Shinichi Suzuki, a chrysanthemum cultivator, takes care of the seedlings of Senrinsaki at the chrysanthemum field of Nihonmatsu Kikueikai.
He also appeared in the promotional movie, and the film crew was excited to see him standing like an actor. (He is a very shy and cute person.)

(Photo by Furusato Photography Office)

[“Chrysanthemum Town Nihonmatsu Branding Project” PV video]
https://www.youtube.com/watch?v=PtYndjuGKb8&t=12s

Yamada
I heard about it from Mr. Shimokuni and did some research.
Then, when it comes to "chrysanthemum dolls", who won't do it without Mr. Nomura! That's what I was talking about.

Shimoguni
(laughs)
Chrysanthemum doll exhibitions used to be held all over Japan as an event.
It was NOMURA Co., Ltd. that developed the device.

But for this project, it's not enough just to show it.
From proposals on how to show to sell, to reforming awareness to sell, to designs that raise product value...
Our designer also newly designed the frame that supports the chrysanthemum.

I remade the plastic frame, which I used to use with whatever materials I had on hand, with black steel to make it thinner and smaller, and reduced the presence of the material when I looked closer at the flower. In addition, when attaching the hairpin that supports the flower neck, the left and right pottery brand “KIKOF” products are lined up. At first glance, the shape looks sharp, but when I held it in my hand, I felt the warmth of the pottery, which is soft and contrary to its appearance. In order to make it easier to align the hairpins, we have provided a hook that shows the height standard, and we have devised a way to keep the hairpin horizontal.

Thousands of flowers bloom from one stalk, but what is going on in the soil? It's the first time for all the growers, so it's a precious picture!

I have been involved in the project for two years, and I intend to put a lot of thought into it.
One of the happy results of our various efforts was the purchase by Gardens by the Bay (a famous botanical garden in Singapore).
More details elsewhere...
Oh, come to think of it, “Nihonmatsu Chrysanthemum Dolls 2019” will start in October.
Can I go see it?

Traditional crafts are declining at a fast speed

Yamada
As one of the "traditional crafts", there are folk toys.
It's something that was made by a farmer's grandmother as a side job, but it's dying out in various places.
There is no successor.
It's a side job, so if you don't need it, it's natural to stop making it!
The speed at which traditional crafts decline is fast.

Shimoguni
I make it because it makes money.
I don't think I'm making it "for my hometown...".
There are many things that won't survive unless you have a will to expand the circle of creators like the "XX Preservation Society".
However, when it comes to hobbies, there is no way to earn money or be conscious of it.
Even if the quality goes down, it's not like I'm going to sell it separately.

It is often said that we have to “manufacture from the perspective of how we sell”.
Not profitable = not connected to the next generation

From now on, we must create a space from both value creation and sales method creation.
I think again.

Yamada
There is a pottery brand called "KIKOF" in a project in Shigaraki, Shiga Prefecture, which was exhibited this time.
Mr. KIGI, who is active in graphic design, mainly designs,
Thinking from the direction of local pottery makers and brands.
It's wonderful that we work together as a team, even though our fields are different.

Products of the pottery brand "KIKOF" are lined up. At first glance, the shape looks sharp, but when I held it in my hand, I felt the warmth of the pottery, which is soft and contrary to its appearance.

As you can see, the design of the mug doesn't look like Shigaraki at all.
With the conventional system, completely new designs cannot be created.
However, Mr. Kigi is involved while being conscious of being a graphic designer.
That's why I focused on folding paper, and ended up with mugs, flower vases, and tableware that have straight lines like origami but have the softness of paper.

I think it's good that they don't deny the domain of others and aim for the best within their own scope.
The hexagon shape is tied to the shape of Lake Biwa and the uniqueness of Shiga Prefecture.

There is also a hexagonal plate. Round plates are the standard.
By intentionally changing the shape, it stands out in the cupboard without being stacked with round plates.
It can be differentiated while the plates are lined up.

Moreover, it is very light.
I think that lightness is one winning pattern when it comes to tableware.
Even if you stack it, it will be on the top, so the frequency of use should increase.

I don't know if the designer was conscious of it, but the buyer interpreted it on his own.

Shimoguni
It's important to find a place to sell.
As someone with sales experience, I understand the importance of finding opportunities for talks.

"Because it is light, it is easy for mothers with weakened muscles to use."
If you explain it, you can sympathize with "Yes ~".

 

Shimoguni
"Made in Japan" is very popular overseas, but the appeal as a "thing" will continue
Is it possible to earn overseas?

Yamada
This is my personal interpretation, but Japanese people are overwhelmingly nervous, delicate, and delicate.
Anyway fine.
Do you want to go this far? Because I have never seen it in any other country,
I don't think there is such a national character.

It's not like I'm going to make it to the point where it's not profitable
It's a mentality and virtue that is unique to Japanese people.
I think that kind of thing is being conveyed and evaluated.

However, I started to think, "This is enough because it's selling well."
If the same quality, reliability, and price are possible in other countries,
The value of "Made in Japan" makes no sense.

I think it's important to convey your feelings.
You can't tell at a glance how much consideration the designers and manufacturers have put into it, so you should say it.
Also, it's not very profitable, but the most difficult thing is to continue like a Japanese person.
I want you to continue.

Shimoguni
As Mr. Yu said, this job has made me more aware of the importance of communicating my thoughts to others.
If you don't say it, people won't know about it, and if you say it, someone will take action.
Having a good response will give you confidence, and I realized that I'm lucky to have more chances to meet people.

"Made in Japan" is a proof of trust that continues from the past,
It is what we are now responsible for and will connect to in the future.
Be persistent in making things! (smile)

I felt that the importance of continuing is also an important message from Mr. Yu.
It is only by continuing what we have started, such as traditional culture and solving local/regional issues, that we can continue to do so.
I believe that trust is earned.
So, from now on, we would like to continue to send out our efforts and planner's thoughts!

❆°˖❆˖°❆*❆°˖❆˖°❆*❆°˖❆˖°❆*❆°˖❆˖°❆*❆°˖❆˖°❆

Yamada Yu, thank you for appearing as the first guest! !

Who can we meet in the second interview? Please look forward to it.