As an international graphic design master in Mesozoic Japan, he faced "daily life" with a pair of eyes that ignored the rapid development and changes of the outside world, looked for his design needs with modest but sharp eyes, and placed himself precisely where his intentions could be given life.
Good Morning, everyone! My name is Kenya Hara, please take care of me! I am the artistic director of MUJI. What I want to communicate with you today is how to make consumers and the public accept this product. How to make people have a desire to understand products as if inspired by magic? When you see such a product, how will it be affected? What kind of inspiration and inspiration?
When we see a product, what level is it and how does it exist? When we see a glass of water, what kind of feeling does it give us? Is it sweet? The taste is still very ordinary, and this feeling is different.
For a long time, I have been engaged in the design of information exchange, which is why I have participated in many such design work, such as the products of Muji. Where is its essence? Where do people feel happy through products? Where is the richness of life? If Muji is different from other products, we can look at its overall style and concept, which contains some characteristics of Muji.
"Conform to nature and show life scenes in visual form"
You can look at this poster. There are many girls, like a family, engaged in such a comfortable and natural activity in nature. These girls seem to be born.
The girls we filmed, including this family, were not directors in advance. In the process of moving the camera, all the ladies and girls made such actions automatically and sang songs. Everyone sings their childhood songs. Muji did not emphasize many of Muji's ideas, including its products, but naturally showed such a family scene. This is the characteristic of MUJI, showing nature.
The same is true of some models in MUJI stores. Unlike other brands, they are looking for beautiful models with long legs. Muji models, whether real models or ordinary models, are ordinary people like us. So how to use this most concise and clear style to show the necessary scenes in people's lives?
You can look at the posters of Muji, how to show the necessary and necessary scenes in life to the maximum extent within a limited typesetting range. What you are seeing now is a book that Muji is writing now, called "The Hand of Nature". This book introduces many aspects of Muji's design from the beginning of its business, including some crafts.
You can have a look, elements, hands, time, nature, nature, primitive nature. We all use a few very simple Chinese characters here. What is the sound of nature? Different products, different photos, different words, we put all the elements into this book. These words are not created by us, but spread among the general public. Use such articles and such pictures to stimulate people's imagination.
All the materials in this book come from daily life. How to use a new design language to express these materials in life is also a problem that MUJI has been thinking about.
Muji has a power to stimulate people's thinking, not that Muji itself has any power, but that Muji can make people think through products. All these products show a very simple, natural and lively style.
In the initial design stage, we didn't consciously express the naturalness and conciseness of the product, but in the process of natural communication and exchange, we followed the style inherited by MUJI for a long time, thus forming such a result. I have been the artistic director of MUJI for 13 years. After Mr. Tadashi Matsui was appointed as the president, Mr. naoto fukasawa and I participated in the whole design work together.
President Matsui Taisan also mentioned that Muji's products have grown from dozens at the beginning to more than 4,000, and now they have grown to more than 7,000. If these more than 7,000 products are considered together, a final result is obtained. All these products are closely related to our daily life and our home.
"Home is not to build a house for us to live in, but to integrate our understanding of life in this house."
We are promoting a residential project in Japan and Asia-Vision of the House. We have combined some new technologies. Although many of these new technologies are learned from the west, how to root them in our Asian and our eastern culture is a problem.
For example, if a tree bears fruit, people will generally pay attention to these fruits. But if we look closely, it shows not all the fruits, but the trees that grow in the soil. Japan has Japanese soil, that is, Japanese economy and culture, and China has China soil, that is, China economy and culture. Finally, fruitful fruits will grow on this fertile soil. Under such a circular system, we will eventually bear very rich fruits. The quality of soil is equal to the quality of desire, which is an education for ordinary consumers.
As we know, housing is closely related to many industries, and so is household appliances. Just as we can turn a house into household appliances, we can also turn household appliances into houses.
Under this new concept, not only household appliances can be well sublimated, but houses can also get new functions. Through such an attempt, the ordinary home will change. Not only young people need home housing, but also middle-aged and elderly people who have time, leisure and financial ability can use their own life and time to create the life they want, which includes such a very important element as home.
In aesthetics, we should not only inherit and learn the western aesthetic consciousness all the time, but also apply what we have learned to some eastern aesthetic consciousness and creation. In 20 13, we held this exhibition. The works jointly displayed by enterprises and designers are not products that enterprises already have and created by using their new technologies, but products that have never been tried in the whole market.
These designers who join hands with us are world-renowned top masters. For example, the "Honda Mobile House" jointly established by Mr. Honda and Mr. Fujimoto, the interior of the whole house, including its exterior, has created a new scene with various new technologies. The appearance was made by Mr. Kengo Kuma himself. The wood was not processed too much, such as cutting, but was made by overlapping the original wood.
Our corporate works are a series of works with different styles and functions. A company like Pillar in Japan has built such a new house. There are also mobile homes built by Mr Fujimoto and Mr Honda.
In this family, we can not only use electric energy, but also generate and store it. A mobile device like this robot. Then people can carry such a new mobile device in their own homes, especially for some elderly people, some people who are unwell and have obstacles, and can provide them with all kinds of help.
Some of these devices were displayed two years ago, but now, two years later, new changes have taken place. There is also a big family of 500 people who live together. This is the cooperation between You Zhu and Mr. Yamamoto, and we introduce it into the works of new buildings. Some works like this, such a space, are also very popular among Japanese young people now. This is the home of Muji. We call it "home home". It has no walls, and all the walls are taken care of by storage. Of course, we know that walls are very important at home. All these products of MUJI adopt very cutting-edge technology. All these products, including storage, have very precise dimensions.
From spoons to houses, all products have a very unified design. Muji has also made various attempts to show it to people and provide them with new inspiration and enlightenment.
There is also a team of combinatorial designers like Bird House Bookstore and YKKAP, who worked together to create this new product. In the process of rebuilding and renovating such an old house, it gave the whole ownership to the residents, so that the residents spontaneously produced some new ideas. What kind of house do you want to live in? In other words, just like making a publication, the editing right is given to the residents. In the creative stage, the whole house will be restored to its original state.
Generally speaking, ordinary residents also have many ideas of their own. When these ideas and concepts are shared with designers, many new understandings about living will be generated. Through such a new attempt, we will provide and convey a new enlightenment to everyone. During the whole exhibition, there will be such speeches and exchanges almost every day. During this period, many audiences, especially young people, came to listen.
During the whole communication, the atmosphere was very warm. In nearly three weeks, 35,000 people came to watch the exhibition. We take this exhibition as an opportunity to let many Japanese have a new understanding of their home, including their way of life. It is not only the understanding of residence, but also the understanding of the whole building, which also involves many other aspects, such as energy and so on.
After we compiled such an exhibition into a book, MUJI further expanded this concept and developed many new products, such as some seemingly very comfortable environments like this. Muji is not a product manufacturer to expand various businesses. It is the use of this new element of life, and further discover some new elements, and then use these elements to make new attempts at the same time, bringing some new enlightenment to people.
This is UR, a Japanese development agency. They have thousands of new or former residential products. We have transformed these old houses, including the old ones, and introduced some new products of Muji, which is also a new attempt.
The further promotion of some products like this, including the information we collected, can make more people understand what a new life is and what Muji's understanding of a new life is. Similarly, in China, MUJI has some new strategies, which also gives China people a new understanding of their ordinary life.
Such a new attempt is very important for enterprises to promote a new concept. As you can see some new residential products, we will interview the residents who live here. How about living here? It should be said that real residents and people living in them are real teachers of enterprises. They will produce some new ideas through some practical attempts and practices in daily life, which in turn will affect the enterprise and some new ideas of the enterprise.
For example, during the interview, ask some residents what kind of thoughts and hopes you have for the future. In the process of accommodating ideas, including their new thinking, we will feel that there are many new potentials and possibilities. That is not to make people feel comfortable through tangible products, but to further influence consumers with such a new concept.
"I have always advocated that the brand concept is like water, with clear water in a transparent glass, so I think I hope everyone will drink it and drink it."
There are many new Muji products like this. Everyone is thinking about some business problems, and I want to provide you with such an idea. We can put aside business thinking for a while and think about some things in the future. Such a platform bearing the future should be built by us.
Muji does not simply provide such houses, but integrates more people's desire and hope for building houses into product design. Through such a circular form, it further affects consumers and people.
Muji's products are like such a piece of transparent glass. Muji has formed an inherent concept in Japan. We look forward to what MUJI will present in China today. The brand concept I have always advocated is like water, just like filling a transparent glass with clear water. I hope everyone drinks it. Drink it. I also hope to communicate with more people through such a brand, thank you!