At the exhibition, Kashiwa Sato says, ``We will make logos, which are intangible data, look like pop art,'' and he has prepared various other tricks that will surprise the audience.

“This exhibition will also be a place to announce some new projects that have not yet appeared in the world.We also plan to use this timing to announce the latest status of projects currently in progress. , there are many things you see for the first time when you go to the museum, and many things you can't see unless you go.It's great that you can experience the projects that are currently in progress, rather than just listing past works. I think that's the real thrill of designer exhibitions."

There is also a plan to create a brand-name shop within the venue and allow people to shop there. I was also surprised to hear that he is planning to announce a new project in collaboration with a client he has never worked with before.

``Creating a shop is also an important part of branding.I design everything from brand naming and logo design to store design, from when people see and recognize the brand to when they buy the products. My job is to create a total product that allows people to feel the essence of the brand through all of these experiences.Therefore, the ``buy-it-and-take-home'' system at the ``Kashiwa Sato Exhibition'' can also be considered a work of art. The museum shop will feature items such as Imabari Towel, stationery, alcohol, food, apparel, etc. made in conjunction with this exhibition by clients we have collaborated with in the past and clients we are collaborating with for the first time. We plan to have a lot of art that people can buy and take home.

See the origins of branding in the work of Michelangelo and da Vinci

Of course, he plans to exhibit not only his current projects, but also works that serve as the starting point for his activities, such as paintings he drew as a child and works he created immediately after graduating from university. “Throughout the exhibition as a whole, I hope that people will be able to understand that Kashiwa Sato is also doing these kinds of things.I haven't established a keyword yet, but this is what I want to convey through this exhibition. It's like "realistic art." Contemporary art is the most cutting-edge category of art, but the work I do is not in the art world, but in the real world. Because that's what's being done."

He cited the names of the general artists of the past as the source of his work. ``I think Renaissance artists like Michelangelo and Leonardo da Vinci can be thought of as creative directors who produced works at the request of the Medici family, the Pope, and others. At that time, art was strongly associated with authority, so artists were doing work that was very similar to branding people of the time, such as the royal family or religion.For example, portraits were also used as branding to promote images. You can say that. It was after Impressionism that art was separated from authority and became independent. After that, of course, there were also works made on request, and it was subdivided into crafts and design. My impression is that art and design are communication activities, so I think they are the same in terms of creativity, even if they are not divided into so many details.

``Perhaps the Japanese word ``art'' is not such a good word,'' he continued, ``In contrast to ``science,'' which is created by nature, ``art'' refers to the aesthetic sense and sensibilities of people. That's why I don't think it's a "technique" in itself. What's important is the concept and image of creating 10 from XNUMX or turning XNUMX into XNUMX. Whether you can come up with a plan or not, but I think you'll need some skill to bring it to fruition."

``When we had a previous conversation, Tadao Ando said, ``Architecture is a concept, so the architect is the person who created the concept, not the person who drew the drawings.'' This may be similar to what he said. I think a creator is someone who can have an image in mind and create it in some way.You don't have to do everything yourself, but when collaborating with someone, you have to decide who to do it and how. He's a person who has an image."

Branding is about bridging management perspective and creativity.

Sato has played a role in making the work of branding known to the world and establishing it. However, he says, ``I never expected to be so committed to business, and I thought that what I was doing was more about expression.''

``Branding is a job that bridges the management perspective and creativity, and I think the final part of ``expression'' is actually small.Although it's small, I think it's a job that bridges the business perspective and creativity. "Expression" is a very important part of communicating to people.Even though it is a small company, by running a company called SAMURAI, I am able to understand things from a manager's perspective, such as, ``I should save this 1 yen, but this XNUMX million yen.'' I think I've become able to have the mindset that ``this will lead to something meaningful,'' and I've gained the trust of companies.That's why I tell design students that they should also study economics and management. As a designer, you can't just feel like you're being ordered to do something. All work is collaborative, so you have to understand what's going on as a whole."

Now, he has started working on many public projects, including the branding of the entire Imabari city, which was derived from the Imabari Towel project. In the future, we will continue to take on new challenges such as creating large-scale systems and communities, including ALFALINK, a new brand for large-scale logistics facilities that will create unprecedented value and business.

“ALFALINK by Japan GLP is scheduled to increase in the future, starting with Sagamihara, which will be completed in the fall of 2021.I worked on the concept of a ``creative chain logistics platform,'' as well as the logo, architectural and spatial design, and direction. GLP ALFALINK Sagamihara has a total floor space equivalent to 14 Tokyo Domes, and is a project that has the image of creating a city, as well as factories and offices. Aiming to develop the space as an opportunity to create new value and business, we also plan to hold a nursery school, cafeteria, and various seminars. I look forward to continuing to take on more challenges in this endeavor."

→Tracing the trajectory of Kashiwa Sato's work (Part 1)

(Titles omitted)

Kashiwa Sato

creative director

Born in Tokyo in 1965. He graduated from Tama Art University, Department of Graphic Design. After working at Hakuhodo Inc., he founded the creative studio "SAMURAI" in 2000, where he worked as a total brand strategy producer. His main work includes global brand strategy for Uniqlo and Rakuten Group, as well as branding projects for Seven-Eleven Japan and Yanmar. He is involved in a wide range of projects, including the ``Future Danchi Project'' with the Urban Renaissance Agency and the branding of Imabari Towel. He has also been involved in many large-scale architectural projects. 2016 Agency for Cultural Affairs Cultural Envoy.

◆“Kashiwa Sato Exhibition”
The National Art Center, Tokyo/Special Exhibition Room 1E
7-22-2 Roppongi, Minato-ku, Tokyo
Wednesday, September 2020, 16 - Monday, December 2020, 12
From Wednesday, July 2021, 2 to Monday, December 3, 2020
10: 00-18: 00(Every Friday and Saturday until 21:00 in September. Until 10:12 from October to December)
*For the time being, the museum will not be open at night.
*Last admission is 30 minutes before closing.
Closed every Tuesday
*However, it will be open on September 22nd (Tuesday/holiday) and November 11rd (Tuesday/holiday), and closed on September 23rd (Wednesday) and November 11th (Wednesday).
*However, it will be open on February 2rd (Tuesday/Holiday) and May 23th (Tuesday/Holiday), and closed on February 5th (Wednesday).