Shibuya Hikarie

Shibuya Hikarie - Best Place to Travel

hi everyone, my name is aiba from d& department. i'd like to give a brief introduction of myself. i was born in shiga prefecture and grew up in osaka there was also a s&department store in osaka but it closed this year after this store, i came to tokyo to be in charge of the company.


Shibuya Hikarie

Shibuya Hikarie, we create carious stores in different areas including tokyo is there anyone who has been there? oh, actually about half of the people here have been there. well today, as i think just by going to the stores

it is hard to tell what happens at the backend so i would like to talk about what goes on that could easily be understood by everyone today, i would like to talk about 3 main things the first is, since about 20 years ago, we have searched for design that lasts a long time around japan we would bring this and showcase it from our stores we would try to tell the story behind the craftsmanship we had set up places to sell in each location, and i'd like to get into some of the activities that we've gotten into at the same time as having these places to sell, we also look into the characteristics and appeal of each prefecture we actually also worked the designs of a tourism guidebook

i'd also like to talk more about this also. but another one is, as mentioned earlier is in the 8th floor of the hikarie building we have created a museum for products in 47 prefectures i'd like to get more into this. all of these 3 are connected, and we have also progressed with these projects by doing some field work we would have realizations like "this is the kind of society we've become" or "we need this kind of perspective" while we progress through the project, and it would be nice if we can get into these things too in 2000, we started our main store in tokyo back then, there were a lot of hype on new design

new designs were being sought after, and they were thought to be very fun and exciting in this kind of era, we had suddenly come in and start a store with about 661 sqm in size we had it in okusawa in tokyo, and it was store filled with only second hand items we had collected items from different recycle shops around japan there would be items that were being sold for 50 yen in the recycle shops that were actually worth 5,000 yen this is something we can talk about if we get into the cost rate but, the value of items is that just because something is new, it does not mean that it has quality there can be your own judgement whether something is good

i think that the way of choosing is important when building up a store in the store there is the shop area and the cafe area on a daily basis, we have them use the things in the cafe and these are the things that we choose it does look normal when you look at it but for example, within typical looking items in japan and around the world i think that good design exists in normal things we also find that there are good products made through traditional industry also, in the actual operation, even in products where the design

is made from someone anonymous, there are many that can be used for a long time there are also great recycled or second hand products while we select the products we sell we consider longevity as one of our standard when choosing a product so, how do we actually decide which products have a design that allows it to be used for a long time we've created criterias in choosing every product there are 5 criteria, and let's take a look at each one of them we only deal with items that we've witness all its production process one thing is that we want to see its background

but we also what the producers to know what we are trying to do there are these two reasons, and because we create a relationship, i think this is where we are able to send a message i believe a lot of you also go to interior shops usually, they change products by the next year with all the products that they handle, i doubt that the staff use most of the products on the other hand, we have chosen to sell products for decades making sure that we actually use them we only choose items that we think we can sell for 10 years 20 years most of the products we sell are being used by our staff and we only select items that are really good

we would sometimes meet with the president of a manufacturer and persistently ask them if they really have the intention to continue and produce the item of course, it has to be robust and also easy to fix so, for example, our stores have very few electronic products these items have model changes, and they continue to be improved there are many that we cannot know how many years they will be used there are also many manufacturers that do not have a proper warranty system this is why we consider if the design is structures so that it is easy to fix or repair we put great importance on this

also, we also look for items that can be passed on to one person to another that may need it more one criteria is also whether we can take the item back and resell it again for this reason, if the items are no longer needed, we take back most of them we also repair and resell the items again the products displayed have black circles with number in them what is this this is how many years has passed since the design was born it is the age of the item. this stove that many of you may know is already 80 years old. even after 80 years, there are those who think that it is new or is a good item.

to rephrase this, there are people who use this since 80 years ago. we believe that there are really good design in long living products that is proven by time this is our belief in long life design so, how many years it has been around is an important factor but, it doesn't mean that it is bad if it has only been around for a year or two for items that are a year or two, we hope choose them with the hope for them to continue for decades in the future this is the kind of things we do when you see time tested designs, they all have some things in common. we would filter out these commonalities and created 10 rules

we had come up with 10 things that we think the story behind a long life design let's look at each one of them, one is being able to repair it as we mentioned earlier. another is that when selling, it must be sold by people who will sell it in their store forever, or else it will not last long also, the creators must have love for what they make, there is also the usability and functionality there is also the safety and whether it uses dangerous chemicals production planning is very important when a product becomes popular and production quantity increases, but if it doesn't sell production stops. this is how products disappear

regardless of how much it sells for a certain period the manufacturer's attitude that allows continuous production of a certain period os very important if these elements do not exists, many will only deteriorate after it becomes popular ant the 8th is the user. the consumer that will use it must have the intention to use it of course, considering the environment is also key the 10th is design. it must be beautiful. often we are ask how we choose a long life design we choose using the 5 criteria we saw earlier but many ask what it is in a form

and our conclusion is that it not just the shape or form the form is only one element of many that we look into when choosing we think that elements aside from the form of it is very important there are elements that cannot be fit in the criteria that were mentioned there are the selling and the users that we talked about earlier the users and where it will be sold are important elements to make something long lasting thinking of how the places the items are sold how can it be sold that it will sell for a long time to think about these things, is why we started stores

there are also 47 prefectures i think that it is necessary to have 1 in each prefecture it is our activity to convey this way of thinking since we thought we would not be able to do this without setting up a lot of shops little by little we have been building shops in different areas both abroad and locally, we have about 11, 10, since we do not have it in osaka anymore we have 10. from hokkaido to okinawa in the south, and we have 1 in seoul abroad. one of the most famous shop is in sapporo. here is says hokkaido x design company 3kg

what this is is that it is similar to a franchise but we don't really feel like it is a franchise in that it is an activity where we look for local partners the reason is that, if it isn't ran by a person who feels strongly about the place we don't think the business will last a very long time if we go outside of tokyo to start a store when the business doesn't go well, then we will close it down but we keep on operating in this mindset, the stores will not last long

of course, the message will not successfully be conveyed to the locals and we wanted to have locals operate it as much as possible we started the project with the concept where the local companies would be involved and, many different people do this in hokkaido, a design company handles the store in toyama prefecture, the prefectural office get together to operate it in yamanashi, the broadcasting company ybs is the owner and the staff also involved in the store in kyoto, it is a university the kyoto university of art and design runs it

this store targets students while they also created a curriculum for its students that seeks out what long life design is we would also have student presentations inside the store as you can see, the store theme also changes depending on the owner we also have a store that is by a temple we try to choose a location that will fit in to the atmosphere of the land in kagoshima, we are inside a department store in each store we try to find out ways on how to transcend our message to our customer

i would like to mention 3 things first of all, we want them to learn about the producers, so we really conduct workshops this is called chuusen, and it is a way of dyeing clothes we would have workshops of this this is wax tree material, we also made candles using the wax tree material by this, when the customers try to create with their own hands not only do they enjoy the products, but they become fans of the producers one should really have the love in something to be able to continue using it we really work on creating this feeling

of course each store has things of other prefectures for the people in the region, thanks to having d&department in each region there are also efforts made when other regions would work on together on similarities since there is a cafe, most of the food prepared here are chosen by us in person we try to use and prepare ingredients that are usually hand picked there are also interactions made between producers that has also become some kind of market in the store when you go to each region, it isn't only materials and things that last long but also festivals and other cultural aspects this is a festival called yamakasa in fukuoka

our store there is in the area where the yamakasa is held, we are required to participate as part of the tradition, we had to sacrifice we let one of our staff participate wearing a fundoshi and participating in the festival we participate in these things and in each region as our part in promoting something that has been around for a long time, we must adapt we also do this inside the stores the fact that we sell things that are made, we also have the responsibility to have these products used for a long time on the next event we have works on how to sharpen a knife and how to maintain them

there are also workshops on how to reupholster a chair it is inevitable that our products get damaged after 5 to 10 years these things can be recycled again we also make efforts in recycle and reuse as mentioned earlier, we started as a recycle shop we picked items that we thought had value from around the country and resell them all the shopping bags we use in the stores are from recycled material what this is is that the customers will always have excess shopping bags at home

customers bring it in a bulk to us we would put a tape around it and reuse it we also change the top board of school desk from elementary schools the reutilization is also something we work on we visit different local cloths usually clothes are made to order there will always be some excess it is hard to sell them since they are ordered by companies

so when their licenses expire what we do is since we get excess of half measures when we go to the manufacturer there are a lot of left overs we needed to do something we turn them to toto bags to reuse we would also have wool together and put it together like this turn it into rugs, and reuse it in this way other than that, we also publish books and sell them

when it comes to the distribution ofbooks, maybe a lot of you are familiar with this when it comes to the distribution of books, book stores work with no risk what this is that if they aren't able to sell it they can return in to the publisher they can give it back for free there is a continuous flow of items going back when this happens often the books often get damaged in the process what this is is that the books created by publishers with a lot love

becomes damages and loses its value, and as people who create this is something we want to avoid. when we have damaged products we put the recycle mark in it and we sell it at the same price the inside isn't damaged the information hasn't aged yet these are the sort of efforts we work on in re-distributing there are many buyers that want to buy this over others even at the same price with this, when there are shops in the region

there are many buyers who would choose to buy there we are in an era where you can immediately purchase almost anything what the background behind an item is something an increasing number of people want to know about this is something we observe while running the stores to think of what the charm or uniqueness of land is we create sightseeing guidebooks we publish one for each prefecture. we now have 21 and we have conditions for selecting. the land must have a unique charm to it

the important message of the land must be conveyed if the locals of the land are involved with these critera we pickup places based on these since the locals are the best sources we have workshops with locals all the content that was brought in there we have the editors live in the area for 2 months to conduct interviews why is it for 2 months

if not live there and do field work for 2 months we will not be able to see the real side of the land we can do search on it we are not able to see the beauty of living the land so, we personally go and explore the area to give more examples there is a wine cafe that plans out to promote wine tourism in yamanashi also efforts to rejuvenate traditional handcrafts when we find these stores

there are shops that serve hunting cuisine with traditional chinas but in a new and refreshing way through telling the story of the land, we might introduce places that have accommodation even if we choose one place at time around japan we meet key persons that are active in each area these people would make recommendations, and continue to ask on it is the same information but the way it was shared, by learning through empathizing with each other this is a process that takes by staying in the area for 2 months with typical tourist magazines, places that will be featured are preset

through searching on the internet they decide where to go beforehand and then go into field work i think that there are a lot of things that they cannot do that is where i think we put importance in a few categories, we only pick the places that were great and share them when the book is done, we have a publishing party since we lived in the place for 2 months we establish deeper friendships with the people we meet the parties become very lively, and people who meet create lasting relationships

when we bring these books around the area when people find out people know the book it we create great connections at times we end up collaborating and we think that it is becomes we created these that these things happen it is something that we find very interesting through creating the book, we really got to see a lot of beautiful places i think that a lot of you have been to many different places but in all the places there is always a unique charm to the place i think it wouldn't be a bad idea to have a place where you can see all these charms that the different places have

we wanted to plan according to this and decided to build a museum this is a museum where you can see all 47 prefectures it will be starting but before this, in our d&deparmtment stores we had a small exhibition for all 47 prefectures we did this in the exhibition nippon vision while we collect the items from each local area, we used a part of the shop to put a big table with all 47 prefectures an executive from matsuya ginza saw this and had offered if we wanted to do this at their venue

when we reintroduced the exhibition dedicating 1 table to 1 prefecture we felt that we were able to create 1 whole format we wanted to find a place where we can permanently place this setup we've created something like this in shibuya hikarie's 8th floor this is the current museum that we have this is the picture of the current exhibition we go to the locals and borrow actual items from people we know they really help us out in unimaginable ways there was an izakaya restaurant that lent their shop curtains

we would wonder what they use while they lend it to us they probably came up with something we think that we were able to borrow something this precious because of the relationship we established this is an example of the things we do since the opening there has been 47 tables we also do events for each region with different keywords there is an exhibit for 47 young craft artists there is also the exhibit for the craft brewery of 47 prefectures other than that, there are also events we organize with outside creators

this is a local supermarket there are also supermarkets unique to the area we made it so that you can experience this i think many know what good design show is if we divided something like this into 47 prefectures, we can experiment on how it will be seen as this is something we continue to do we also do other events and create illustration book together this is the graphic designers there would be accessories

we see all 47 prefectures through different themes this is our p to p store we have a video here, so why don't we look at it in terms of shopping, i think there are a lot of interest on the social contribution it creates p to p store means problem to product we collect products that were born from regional issues in the 47 prefectures the buyers would buy the product together with these issues for example, yamagata prefecture is over 70% in proportion in forested land due to the demand in wood decreasing, there aren't many workers in the field

which puts the mountains in a bad state we would have tours in the mountains and use thinned wood to create products by bringing in a design perspective, we turn something negative to positive and bring new value regional issues are actually very hard how much we feel it close to us is the challenge by bringing it to your homes, we hope that consumers can be connected to these issues for a long time we want consumers to find a product they like and experience the charm of each item we open exhibitions where we try to convey different messages of "long lasting" in each event we also have an event where we investigate what would happen if we created a convenience store with products from all 47 prefectures

we created an actual convenience store inside the gallery we also run a shop next to the museum this is a tour we setup that we collaborated with people we met during the creation of d design travel since we've established a relationship where we lend each other various things a lot of weird things are put here a lot of things that tell the story of that land not only the products, but a lot of items that tell the background of the item there are many things that visitors will find interesting the staff also tell story behind them

and explain their background a lot of people we've met would also visit we also still continue to do workshops next to it is a cafeteria, it is a cafeteria for all 47 prefectures we would personally go through the areas, and order each ingredient to make into a set menu we really actually go ourselves i have gone on a boat and saw the actual fish that would be sent to the cafeteria it could be the vegetables or the seafood, and even the meat we use we would also ask local mothers to teach us how to make local dishes

what really is happening to local dishes is that it is slowly disappearing in reality it has been diminishing even looking at local dishes sold, there are a lot of those with additives and chemical seasoning we try to make a recipe that excludes these things by replacing it with the original recipe there are many in different techniques and tradition of regions that remains in food we try to express this through the menu that we prepare in the store this is also the set menu that is on the magazine

in the book, there is a page for the set dishes we provide this experience of tasting the set dishes of each prefecture there are also various other set meals if you can see, the one on the bottom left, there is the shizuoka set meal this is the menu we have in hikarie at shibuya we would always have a get together with the participants in the 47 prefectures when we have these, from being a simple supplier and merchant relationship the producers gains its network the 47 prefectures unite with one theme, and their network expands

from this, a new business can also be born i also thought that these are interesting things when we conduct these activities we currently have the shizuoka exhibition until july 30th if you have the time, we would love for you to visit that is all, thank you


hi everyone, my name is aiba from d& department. i'd like to give a brief introduction of myself. i was born in shiga prefecture and grew up in osaka there was also a s&department store in osaka but it closed this year after this store, i came to tokyo to be in charge of the company.


Shibuya Hikarie

Shibuya Hikarie, we create carious stores in different areas including tokyo is there anyone who has been there? oh, actually about half of the people here have been there. well today, as i think just by going to the stores

it is hard to tell what happens at the backend so i would like to talk about what goes on that could easily be understood by everyone today, i would like to talk about 3 main things the first is, since about 20 years ago, we have searched for design that lasts a long time around japan we would bring this and showcase it from our stores we would try to tell the story behind the craftsmanship we had set up places to sell in each location, and i'd like to get into some of the activities that we've gotten into at the same time as having these places to sell, we also look into the characteristics and appeal of each prefecture we actually also worked the designs of a tourism guidebook

i'd also like to talk more about this also. but another one is, as mentioned earlier is in the 8th floor of the hikarie building we have created a museum for products in 47 prefectures i'd like to get more into this. all of these 3 are connected, and we have also progressed with these projects by doing some field work we would have realizations like "this is the kind of society we've become" or "we need this kind of perspective" while we progress through the project, and it would be nice if we can get into these things too in 2000, we started our main store in tokyo back then, there were a lot of hype on new design

new designs were being sought after, and they were thought to be very fun and exciting in this kind of era, we had suddenly come in and start a store with about 661 sqm in size we had it in okusawa in tokyo, and it was store filled with only second hand items we had collected items from different recycle shops around japan there would be items that were being sold for 50 yen in the recycle shops that were actually worth 5,000 yen this is something we can talk about if we get into the cost rate but, the value of items is that just because something is new, it does not mean that it has quality there can be your own judgement whether something is good

i think that the way of choosing is important when building up a store in the store there is the shop area and the cafe area on a daily basis, we have them use the things in the cafe and these are the things that we choose it does look normal when you look at it but for example, within typical looking items in japan and around the world i think that good design exists in normal things we also find that there are good products made through traditional industry also, in the actual operation, even in products where the design

is made from someone anonymous, there are many that can be used for a long time there are also great recycled or second hand products while we select the products we sell we consider longevity as one of our standard when choosing a product so, how do we actually decide which products have a design that allows it to be used for a long time we've created criterias in choosing every product there are 5 criteria, and let's take a look at each one of them we only deal with items that we've witness all its production process one thing is that we want to see its background

but we also what the producers to know what we are trying to do there are these two reasons, and because we create a relationship, i think this is where we are able to send a message i believe a lot of you also go to interior shops usually, they change products by the next year with all the products that they handle, i doubt that the staff use most of the products on the other hand, we have chosen to sell products for decades making sure that we actually use them we only choose items that we think we can sell for 10 years 20 years most of the products we sell are being used by our staff and we only select items that are really good

we would sometimes meet with the president of a manufacturer and persistently ask them if they really have the intention to continue and produce the item of course, it has to be robust and also easy to fix so, for example, our stores have very few electronic products these items have model changes, and they continue to be improved there are many that we cannot know how many years they will be used there are also many manufacturers that do not have a proper warranty system this is why we consider if the design is structures so that it is easy to fix or repair we put great importance on this

also, we also look for items that can be passed on to one person to another that may need it more one criteria is also whether we can take the item back and resell it again for this reason, if the items are no longer needed, we take back most of them we also repair and resell the items again the products displayed have black circles with number in them what is this this is how many years has passed since the design was born it is the age of the item. this stove that many of you may know is already 80 years old. even after 80 years, there are those who think that it is new or is a good item.

to rephrase this, there are people who use this since 80 years ago. we believe that there are really good design in long living products that is proven by time this is our belief in long life design so, how many years it has been around is an important factor but, it doesn't mean that it is bad if it has only been around for a year or two for items that are a year or two, we hope choose them with the hope for them to continue for decades in the future this is the kind of things we do when you see time tested designs, they all have some things in common. we would filter out these commonalities and created 10 rules

we had come up with 10 things that we think the story behind a long life design let's look at each one of them, one is being able to repair it as we mentioned earlier. another is that when selling, it must be sold by people who will sell it in their store forever, or else it will not last long also, the creators must have love for what they make, there is also the usability and functionality there is also the safety and whether it uses dangerous chemicals production planning is very important when a product becomes popular and production quantity increases, but if it doesn't sell production stops. this is how products disappear

regardless of how much it sells for a certain period the manufacturer's attitude that allows continuous production of a certain period os very important if these elements do not exists, many will only deteriorate after it becomes popular ant the 8th is the user. the consumer that will use it must have the intention to use it of course, considering the environment is also key the 10th is design. it must be beautiful. often we are ask how we choose a long life design we choose using the 5 criteria we saw earlier but many ask what it is in a form

and our conclusion is that it not just the shape or form the form is only one element of many that we look into when choosing we think that elements aside from the form of it is very important there are elements that cannot be fit in the criteria that were mentioned there are the selling and the users that we talked about earlier the users and where it will be sold are important elements to make something long lasting thinking of how the places the items are sold how can it be sold that it will sell for a long time to think about these things, is why we started stores

there are also 47 prefectures i think that it is necessary to have 1 in each prefecture it is our activity to convey this way of thinking since we thought we would not be able to do this without setting up a lot of shops little by little we have been building shops in different areas both abroad and locally, we have about 11, 10, since we do not have it in osaka anymore we have 10. from hokkaido to okinawa in the south, and we have 1 in seoul abroad. one of the most famous shop is in sapporo. here is says hokkaido x design company 3kg

what this is is that it is similar to a franchise but we don't really feel like it is a franchise in that it is an activity where we look for local partners the reason is that, if it isn't ran by a person who feels strongly about the place we don't think the business will last a very long time if we go outside of tokyo to start a store when the business doesn't go well, then we will close it down but we keep on operating in this mindset, the stores will not last long

of course, the message will not successfully be conveyed to the locals and we wanted to have locals operate it as much as possible we started the project with the concept where the local companies would be involved and, many different people do this in hokkaido, a design company handles the store in toyama prefecture, the prefectural office get together to operate it in yamanashi, the broadcasting company ybs is the owner and the staff also involved in the store in kyoto, it is a university the kyoto university of art and design runs it

this store targets students while they also created a curriculum for its students that seeks out what long life design is we would also have student presentations inside the store as you can see, the store theme also changes depending on the owner we also have a store that is by a temple we try to choose a location that will fit in to the atmosphere of the land in kagoshima, we are inside a department store in each store we try to find out ways on how to transcend our message to our customer

i would like to mention 3 things first of all, we want them to learn about the producers, so we really conduct workshops this is called chuusen, and it is a way of dyeing clothes we would have workshops of this this is wax tree material, we also made candles using the wax tree material by this, when the customers try to create with their own hands not only do they enjoy the products, but they become fans of the producers one should really have the love in something to be able to continue using it we really work on creating this feeling

of course each store has things of other prefectures for the people in the region, thanks to having d&department in each region there are also efforts made when other regions would work on together on similarities since there is a cafe, most of the food prepared here are chosen by us in person we try to use and prepare ingredients that are usually hand picked there are also interactions made between producers that has also become some kind of market in the store when you go to each region, it isn't only materials and things that last long but also festivals and other cultural aspects this is a festival called yamakasa in fukuoka

our store there is in the area where the yamakasa is held, we are required to participate as part of the tradition, we had to sacrifice we let one of our staff participate wearing a fundoshi and participating in the festival we participate in these things and in each region as our part in promoting something that has been around for a long time, we must adapt we also do this inside the stores the fact that we sell things that are made, we also have the responsibility to have these products used for a long time on the next event we have works on how to sharpen a knife and how to maintain them

there are also workshops on how to reupholster a chair it is inevitable that our products get damaged after 5 to 10 years these things can be recycled again we also make efforts in recycle and reuse as mentioned earlier, we started as a recycle shop we picked items that we thought had value from around the country and resell them all the shopping bags we use in the stores are from recycled material what this is is that the customers will always have excess shopping bags at home

customers bring it in a bulk to us we would put a tape around it and reuse it we also change the top board of school desk from elementary schools the reutilization is also something we work on we visit different local cloths usually clothes are made to order there will always be some excess it is hard to sell them since they are ordered by companies

so when their licenses expire what we do is since we get excess of half measures when we go to the manufacturer there are a lot of left overs we needed to do something we turn them to toto bags to reuse we would also have wool together and put it together like this turn it into rugs, and reuse it in this way other than that, we also publish books and sell them

when it comes to the distribution ofbooks, maybe a lot of you are familiar with this when it comes to the distribution of books, book stores work with no risk what this is that if they aren't able to sell it they can return in to the publisher they can give it back for free there is a continuous flow of items going back when this happens often the books often get damaged in the process what this is is that the books created by publishers with a lot love

becomes damages and loses its value, and as people who create this is something we want to avoid. when we have damaged products we put the recycle mark in it and we sell it at the same price the inside isn't damaged the information hasn't aged yet these are the sort of efforts we work on in re-distributing there are many buyers that want to buy this over others even at the same price with this, when there are shops in the region

there are many buyers who would choose to buy there we are in an era where you can immediately purchase almost anything what the background behind an item is something an increasing number of people want to know about this is something we observe while running the stores to think of what the charm or uniqueness of land is we create sightseeing guidebooks we publish one for each prefecture. we now have 21 and we have conditions for selecting. the land must have a unique charm to it

the important message of the land must be conveyed if the locals of the land are involved with these critera we pickup places based on these since the locals are the best sources we have workshops with locals all the content that was brought in there we have the editors live in the area for 2 months to conduct interviews why is it for 2 months

if not live there and do field work for 2 months we will not be able to see the real side of the land we can do search on it we are not able to see the beauty of living the land so, we personally go and explore the area to give more examples there is a wine cafe that plans out to promote wine tourism in yamanashi also efforts to rejuvenate traditional handcrafts when we find these stores

there are shops that serve hunting cuisine with traditional chinas but in a new and refreshing way through telling the story of the land, we might introduce places that have accommodation even if we choose one place at time around japan we meet key persons that are active in each area these people would make recommendations, and continue to ask on it is the same information but the way it was shared, by learning through empathizing with each other this is a process that takes by staying in the area for 2 months with typical tourist magazines, places that will be featured are preset

through searching on the internet they decide where to go beforehand and then go into field work i think that there are a lot of things that they cannot do that is where i think we put importance in a few categories, we only pick the places that were great and share them when the book is done, we have a publishing party since we lived in the place for 2 months we establish deeper friendships with the people we meet the parties become very lively, and people who meet create lasting relationships

when we bring these books around the area when people find out people know the book it we create great connections at times we end up collaborating and we think that it is becomes we created these that these things happen it is something that we find very interesting through creating the book, we really got to see a lot of beautiful places i think that a lot of you have been to many different places but in all the places there is always a unique charm to the place i think it wouldn't be a bad idea to have a place where you can see all these charms that the different places have

we wanted to plan according to this and decided to build a museum this is a museum where you can see all 47 prefectures it will be starting but before this, in our d&deparmtment stores we had a small exhibition for all 47 prefectures we did this in the exhibition nippon vision while we collect the items from each local area, we used a part of the shop to put a big table with all 47 prefectures an executive from matsuya ginza saw this and had offered if we wanted to do this at their venue

when we reintroduced the exhibition dedicating 1 table to 1 prefecture we felt that we were able to create 1 whole format we wanted to find a place where we can permanently place this setup we've created something like this in shibuya hikarie's 8th floor this is the current museum that we have this is the picture of the current exhibition we go to the locals and borrow actual items from people we know they really help us out in unimaginable ways there was an izakaya restaurant that lent their shop curtains

we would wonder what they use while they lend it to us they probably came up with something we think that we were able to borrow something this precious because of the relationship we established this is an example of the things we do since the opening there has been 47 tables we also do events for each region with different keywords there is an exhibit for 47 young craft artists there is also the exhibit for the craft brewery of 47 prefectures other than that, there are also events we organize with outside creators

this is a local supermarket there are also supermarkets unique to the area we made it so that you can experience this i think many know what good design show is if we divided something like this into 47 prefectures, we can experiment on how it will be seen as this is something we continue to do we also do other events and create illustration book together this is the graphic designers there would be accessories

we see all 47 prefectures through different themes this is our p to p store we have a video here, so why don't we look at it in terms of shopping, i think there are a lot of interest on the social contribution it creates p to p store means problem to product we collect products that were born from regional issues in the 47 prefectures the buyers would buy the product together with these issues for example, yamagata prefecture is over 70% in proportion in forested land due to the demand in wood decreasing, there aren't many workers in the field

which puts the mountains in a bad state we would have tours in the mountains and use thinned wood to create products by bringing in a design perspective, we turn something negative to positive and bring new value regional issues are actually very hard how much we feel it close to us is the challenge by bringing it to your homes, we hope that consumers can be connected to these issues for a long time we want consumers to find a product they like and experience the charm of each item we open exhibitions where we try to convey different messages of "long lasting" in each event we also have an event where we investigate what would happen if we created a convenience store with products from all 47 prefectures

we created an actual convenience store inside the gallery we also run a shop next to the museum this is a tour we setup that we collaborated with people we met during the creation of d design travel since we've established a relationship where we lend each other various things a lot of weird things are put here a lot of things that tell the story of that land not only the products, but a lot of items that tell the background of the item there are many things that visitors will find interesting the staff also tell story behind them

and explain their background a lot of people we've met would also visit we also still continue to do workshops next to it is a cafeteria, it is a cafeteria for all 47 prefectures we would personally go through the areas, and order each ingredient to make into a set menu we really actually go ourselves i have gone on a boat and saw the actual fish that would be sent to the cafeteria it could be the vegetables or the seafood, and even the meat we use we would also ask local mothers to teach us how to make local dishes

what really is happening to local dishes is that it is slowly disappearing in reality it has been diminishing even looking at local dishes sold, there are a lot of those with additives and chemical seasoning we try to make a recipe that excludes these things by replacing it with the original recipe there are many in different techniques and tradition of regions that remains in food we try to express this through the menu that we prepare in the store this is also the set menu that is on the magazine

in the book, there is a page for the set dishes we provide this experience of tasting the set dishes of each prefecture there are also various other set meals if you can see, the one on the bottom left, there is the shizuoka set meal this is the menu we have in hikarie at shibuya we would always have a get together with the participants in the 47 prefectures when we have these, from being a simple supplier and merchant relationship the producers gains its network the 47 prefectures unite with one theme, and their network expands

from this, a new business can also be born i also thought that these are interesting things when we conduct these activities we currently have the shizuoka exhibition until july 30th if you have the time, we would love for you to visit that is all, thank you

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