table of contents
Design isn't just about what's visible.
The first presentation I'd like to introduce is "Design Strategies for Climate Change" by Eisuke Tachikawa of NOSIGNER.
Mr. Tachikawa began his lecture with the question, "What is design?"
Everything in the venue, from monitors and microphones to chairs, is designed. However, design isn't just about visible shapes and colors.
For example, when designing a chair, you need to consider not only the shape of the chair itself, but also its relationship to the human body, the space, the materials, the manufacturing method, and the place where it will be placed. Mr. Tachikawa told us that there are invisible "relationships" behind the design.
In the lecture, I also introduced "evolutionary thinking," which is inspired by the evolution of living organisms.
Biological evolution progresses through "mutation," which creates various differences, and "selection," which allows those best suited to the environment to survive. Tachikawa says that the creative process has a similar structure.
Generating numerous ideas that defy conventional wisdom, and then carefully observing whether those ideas function in reality—by moving back and forth between these two processes, new designs are born.
In the second half, we introduced "ADAPTMENT," a framework for urban development aimed at adapting to climate change.
Addressing climate change involves not only "mitigation," which reduces greenhouse gas emissions, but also the concept of "adaptation," which involves adjusting lifestyles and cities to the environmental changes that will occur in the future.
Mr. Tachikawa explained that we can learn about the nature and mechanisms of living things from how cities should be. This includes understanding topography and water flow in three dimensions, thinking about infrastructure that is flexible and resilient like the human body, and creating relationships where people can help each other within a community.
Furthermore, he showcased a web application he developed himself using AI, which combines an audio guide for tourists with a hazard map.
By combining tourism, an easily accessible entry point for people, with disaster prevention, a topic that people tend to avoid thinking about, we are making disaster information accessible to a wider audience.
Design is not just about making things beautiful and organized, but also about creating new relationships that didn't exist before. In Mr. Tachikawa's lecture, the role that design can play in society and nature was introduced.
Kumamon was born from a logo design request.
Next to take the stage was Manabu Mizuno from good design company.
Mizuno told me that "design is about fulfilling someone's wishes." That "someone" could be the client who commissions the work, the consumer who uses the product or service, or both.
In the lecture, I introduced the creation of Kumamon as a prime example.
Originally, Mizuno was asked to create a logo for a project called "Kumamoto Surprise," which aims to revitalize Kumamoto Prefecture. However, he thought it would be difficult to make the project a success with just a logo, so he proposed adding a character to help spread awareness of the project.
The current Kumamon was created after many iterations of design, noticing the overlap between the "kuma" from Kumamoto and the animal "bear." As the character for "Kumamoto Surprise," Kumamon always has a surprised expression.
Mizuno listed three key points as essential for connecting design and business.
The first step is to consider the real problem that needs to be solved. Instead of simply creating what the client requests, it's important to ask yourself, "Is a logo really all we need?"
The second point is to cherish the essence of the subject. Rather than pursuing novelty or eccentricity, we find the inherent charm of the subject and bring it out.
The third point is to improve the quality of the idea. Even if you come up with a good idea, if the final design is not precise, it will not be able to perform to its full potential.
Ms. Mizuno shared examples from Nakagawa Masashichi Shoten and the Sotetsu Group, emphasizing the importance of designing not just individual logos and products, but also stores, vehicles, uniforms, and advertising in a consistent manner.
The idea is to treat a brand as if it were a person, creating a situation where the same personality can be perceived from any angle. This, they say, allows the brand to naturally attract customers without the company having to actively market it.
At the end of the lecture, Kumamon reappeared on stage. A Thai version of the song was also performed, and the venue erupted in excitement.
AI expands the possibilities of creativity.
At the GLOBAL STAGE, a dialogue took place between Tomu Kawada of AR San Kyodai and Ryo Taguchi of Fourdigit.
At the beginning of the discussion, an opening video for the event, created by Kawada using generative AI, was shown.
The video is themed around the convergence of Japanese and Thai cultures. The creators established a rule to use Thai instruments in Thai scenes and Japanese instruments in Japanese scenes, and then assembled the music and visuals simultaneously.
For the music production, Kawada himself created the main melody by whistling, and then had a generation AI add instruments and accompaniment. After that, sounds that didn't fit the image were removed, and the final touches were added using DTM software.
Regarding the video, instead of leaving everything to the AI, we also specify details such as the scenery, movements, and screen composition.
Ms. Kawada explained that she creates her works by translating the images in her mind into words and communicating them to AI. While AI has increased the speed of production, the process of conceiving the worldview, selecting the resulting elements, and making adjustments is still handled by humans.
Ms. Taguchi introduced the experience design that Fourdigit is working on and the design education they are providing at a university in Thailand.
Instead of deciding beforehand to create a website or app, we first observe users' lives and behaviors to identify their challenges. Based on that, we consider what kind of experience should be created and select the necessary outputs.
The conversation between the two also touched upon the importance of "questions" in the age of AI.
If you ask an AI a question, you'll get many answers in a short amount of time. On the other hand, if everyone asks the same question, the answers will also be similar.
Therefore, he said that going forward, not only the ability to find answers, but also the ability to think about "what the problem is in the first place" and "what questions should be asked" will become even more important.
In the latter half of the discussion, opinions were exchanged regarding the areas of work handled by design companies and creators.
Kawada's work isn't about creating specific deliverables, but rather about "extending" reality, art, and entertainment through programming. Taguchi also introduced Fordigit's "Design Beyond" concept, explaining how they are expanding the field of design to include community building, solving social issues, startups, and disaster prevention.
The question isn't what kind of company it is, but what kind of value it can create through design. Their conversation conveyed a commitment to expanding the possibilities of design, without being bound by existing job titles or categories.
The breadth of design revealed through three sessions
What all three sessions had in common was the idea that design work isn't viewed solely within the confines of predetermined outputs.
When considering a city, I look not only at the buildings but also at their relationship to the topography and nature. Even when asked to create a logo, I propose a character if necessary. When using AI, I don't simply accept the generated output as is, but carefully consider the experience and worldview I want to create.
Even if the field of work or the technologies used change, the importance of carefully observing the situation at hand and considering what is truly necessary remains the same.
These three sessions provided an opportunity to consider how creators should approach their work as the scope of design continues to expand.
