Marketing Tips– category –

【Collaboration with Riki Watanabe】 The above is the full-scale drawing of the RIKI WINDSOR collection, one of our chair collections. The development started in 1981 as the first collaboration project with a late renowned Japanese produ...

Japan ranks last in G7 labor productivity—a price we pay for being pathologically detail-oriented. We illustrate this paradox with police exhibits: The Japanese criminal display is a museum piece; the Canadian one is just evidence. Discover why this neurotic trait is the "proof of quality" that makes our perfectly aligned tool racks—and our high-end furniture—a subject of foreign awe. We are sacrificing the forest for the millimeter.

【The one and only piece of furniture】 "Could you engrave the names of all family members on the back of the tabletop?" This inquiry well expresses the character of IPPONGI, one of our table collections. People who order this collection...

【Symbol grounding problem: CNC machines and a zebra】 When I first saw CNC machines working at our factory, what came up to my mind was the image of a zebra, funnily enough. To be more precise, it was a sense of superiority to AI that I...

To tell the truth, there's not much profit in restoration work. Every piece of furniture has its own condition made in long-term use. We must exam each and every one of them, remove the upholstery and coating carefully, and decide on how it needs to be restored. It takes time and is unable to be streamlined because no two conditions are the same, but we believe this is something we have to do.

【Google search results vary depending on the person】 Did you know that your Google search results were different from mine even if we use the same search words? You may still believe there are some big general trends in the world, and ...

【A group of challenge addicts】 "Wow, this should be difficult." This was the impression our product development team got when they first saw the sketches of the chair. At the same time, the stunningly beautiful design intrigued them. S...

What if we gather all our technologies to make furniture without any thought of cost? This is the starting point of our Lux collection, but the financial crisis drove us to change the concept of the Lux collection itself. Even though how much we improved quality, the market conditions didn't allow luxury goods any more, at least in Japan at that time. We had to apply all of our technologies to cost reduction as well.

【The long-selling chair was born unexpectedly】 This is a story about one of our long-selling chairs, of which name is "Golfer." You will find it in the line from the rear leg to the backrest. The back part of the chair frame looks like...

What is beauty? I confess that my youthful belief that sports cars represented the ultimate functional beauty was too simple. I abandoned the complex prose of Kant for a striking scientific fact: "Beauty is judged in 0.8 seconds in the brain." Neuro-aesthetics confirms that beauty is a neurological pleasure response. This leads to the key criteria: Symmetry and Curvature. I conclude by asserting that our furniture, built on these curved lines, is now scientifically, not just functionally, beautiful.