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Archive 02: Nike
Archive 03: Seiko
Archive 04: Aprica
Archive 05: ellesse
Archive 06: KDDI
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issey miyake
Photo: F.Giaccometti
Smart Design
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nike
THE ART OF BEING… This assignment is the first step in the creation of a visual language that will bring synergy to a collection of product designed for only Japan. In order to be taken seriously in Japan, the product of course must perform for the athlete, it must look great and fit. And the graphic language must evolve from the reliance of kanji letterforms, from the obvious to the a new sensitivity of being Japanese. We need to lead their expectations.
Perhaps the answer in the near future may no longer be a single icon or catch phrase but rather a delicate mix of many touches from to a tactile feel, to intimate details offering an organic mix of relevance.
These touches may not appeal to the marketers in the West, it may be too simple, too subtle, too local. But if done right, that will be the point. Its all in the mix. THAT IS THE ART OF BEING JAPANESE.
Agency: Wieden + Kennedy
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Seiko
But these devices have started to disappear. Nowadays we can quickly check the temperature from the internet, the time from multiple displays and the sizes and weights of products are printed on or in catalogues. We have less opportunity to see the primary measuring device or the raw information. We live in a world where we don’t even need to know who measures or how these categories are measured.
In such an era like this, here is a wrist watch to impress on the owner the importance of “Measurement”, once again. It’s complexity, but at the same time it’s simple style combines to not only display the time, but precisely measure it too.
Watch in collaboration with Seiko Brightz Ananta.
Collaborator: Naoki Sakai
Copy text: Shunji Yamanaka
Photo: Satoshi Iwai
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aprica
[Baby stroller] With the Tocco stroller, busy women can incorporate their young ones into their daily activities without feeling weighed down. Elegantly designed and engineered for one-handed operation, the stroller’s lightweight 8.3lb design makes it effortless to bring baby along on social and shopping excursions. Tocco gives mothers the freedom to focus on baby and themselves, without the burden of wrestling with bulky stroller.
Meaning “touch” in Italian, the “Tocco” line of strollers reflects this idea, with their luxuriously tactile fabrics. Also fashionable, the stroller comes with a complementary bag that attaches securely to the frame, or, when removed, becomes a convenient shoulder bag.
Agency: Water Design Scope
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ellesse
Thinking out of the box and out of the standard “T” shirt shape, the challenge here was to find a 2-dimensional shape that could wrap around a 3-dimensional amorphous form in constant motion, i.e., the human body. The final result had to also emphasize the new technology while still maintaining human appeal.
The “Tracing Movement” exploration succeed that the concept was extended to tennis apparel for ELLESSE. Basing the new shapes on the real movements of a tennis player, the concept was applied to a tank top, a team court dress, a warm-up jacket and training shoes.
Agency: Water Design Scope
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KDDI
Temptation Concept 2>Machina: The beauty of bare motorcycle engines or detailed gears moving behind mechanical clocks— the profoundness of the authentic— have always attracted us. It embraces that feeling of superiority mixed with narcissism and egoism. If we provided a machine-like housing to contradict the cliched forms of digital technology, will it not change into a more appealing and seductive product?
Agency: Water Design Scope
Photo #6 by Yukio Shimizu