Interview with Kazune Watanabe

Kazune Watanabe ("KW") interviewed on Wednesday, 19 July.

Could you please tell us about your experience as a designer, artist, architect or creator?

KW : Graduated from Kuwasawa Design School in 2005. Worked at KUDO Tsuyokatsu Design Laboratory and Soup Design Ltd. (current name: BOOTLEG Ltd.) In April 2018, became independent as “There There”. Incorporated in March 2022. Participated as a Purple Member in the Asia Designer Communication Platform (ADP) in 2023. Notable awards and achievements include: iF DESIGN AWARD Winner / D&AD Awards Shortlisted / German Design Award 2023 Gold / Creative Communication Award 2022 Best of Best / Creative Communication Award 2022 Best of Best / Kuwasawa Award the 30th

How did you become a designer?

KW : The catalyst for my interest in design came from two artists. Firstly, when I was 17 years old, I encountered the manga of Japanese artist Tsutomu Nihei. His manga had a grand-scale, unprecedented science fiction world that I had never seen before. It was a story about a colossal building where one could spend countless hours and years in an elevator but never reach the top floor. Inspired by this manga, I attended the design event called "Superflat Exhibition" where the manga artist participated. There, I encountered numerous creators such as Takashi Murakami, Groovisions, Masafumi Sanai, hiromix, Yoshitomo Nara, and Hiro Sugiyama, which expanded my perspective. The second influence came from my passion for techno music. Witnessing the activities of the creative collective "Tomato" inspired me to pursue a career in design.

What are your priorities, technique and style when designing?

KW : ·Whether I am conscious of the future and how it differs from past expressions. ·Whether I can express my intended message concisely and whether the way I present the answer is compelling and interesting. ·Avoiding superficial design treatments.

Which emotions do you feel when designing?

KW : The most important aspect for me is the initial idea and concept. Sometimes, during the course of the design process, I may veer away from the original concept. In those moments, I pause and reflect on what was truly important to focus on. My favorite part of the process is when I finish laying the foundation and move on to creating intricate design details. I enjoy incorporating playful elements that may catch the attention of those who notice them.

What particular aspects of your background shaped you as a designer?

KW : I believe that about three out of ten parts in a project are dedicated to the process of turning ideas into tangible form. I consider the other seven parts to be equally important for realizing those ideas. In order to convey something better, design is not merely about creating something cool. It involves skills such as effective communication and negotiation with others, the ability to maintain balance, understanding the atmosphere, and the power to anticipate and expand upon what the other party envisions.

What is your growth path? What are your future plans? What is your dream design project?

KW : I have received an award for my work in a book. I believe that the concept behind this design has the potential for further expansion and exploration. I plan to scale up and expand its reach in the future. My goal is to make an announcement within this year if possible.

What are your advices to designers who are at the beginning of their career?

KW : It is important to understand various principles and perspectives in order to have an overview of the entire picture. From a technical standpoint, try not to focus too much on individual elements and avoid linear thinking. Instead, consider the connections from the core and allow for further development. Design should be crafted like phrases, with seamless transitions and a sense of continuity.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

KW : I believe that design can evoke a sense of excitement by adding something small to everyday scenes. Regardless of scale, whether it's understanding the current situation or figuring out what should be done, I believe that the way we find answers can turn ordinary things into something special.

What is your day to day look like?

KW : For one hour before starting work, I play shogi (Japanese chess) every morning. During the day while working, I try to take breaks every 30 minutes to 1 hour, in order to avoid seeing things from the same perspective. In the evenings, when I feel stuck in my design work, I go for a walk for about 2 hours. Walking allows me to generate different thoughts and helps me organize my ideas.

How do you know if a product or project is well designed? How do you define good design?

KW : I consider whether the design is appropriate for the object and whether it is not overdone. I believe that it is better to have minimal intervention whenever possible, as it leads to better outcomes.

How do you decide if your design is ready?

KW : Since design has no end, the deadline becomes the inevitable point of completion. To make it better, I try to think of other possible methods as much as possible. As time goes by, values and means of expression change.

What is your biggest design work?

KW : My biggest design work is Kuwasawa Design School 2022 Guidebook, for which I received the award this time. From the very beginning, I created it with the sole intention of making people who hold it feel the design and be amazed to the point of expressing their astonishment. This design will continue to evolve from here. I have plans to present it as an exhibition this year, so please look forward to it.

Who is your favourite designer?

KW : Theo Jansen I think it can change depending on the mood and the timing.

Would you tell us a bit about your lifestyle and culture?

KW : I believe that music and design are closely related. I think that what is unseen is more important to designers than what is visible. It allows us to delve into how a person has approached their work and follow their thought process without unnecessary distractions. I see it as a medium that enables us to carefully trace the intentions behind the creation.

What are your philanthropic contributions to society as a designer, artist and architect?

KW : Until now, my focus has been entirely on giving my all to my work. However, I gradually want to start directing my attention towards other things as well.

What positive experiences you had when you attend the A’ Design Award?

KW : I believe that awards are a way to verbalize the excellence of a design. Since the value of design varies for each individual, I think that by clearly defining it, new standards for design can be established. Additionally, participating in design competitions helps designers clarify how they want to approach their work, so I believe it is beneficial in that aspect as well. Regarding being Designer of the Day, I am still a work in progress, but I am delighted to have this opportunity. I hope to continue making strides that will lead to future developments.

Kazune Watanabe Profile