For this project, designer Sugawara welcomed Nikaido Fumi, with whom he has a personal friendship, as the photographer.
The photo was taken at LORO/1117's Osaka store, which opened in September at the Osaka Norin Kaikan.
Sugawara was the subject of the photo shoot, and together with Nikaido Fumi, they toured the building's carefully designed interior and the building itself.
1117 : Congratulations on the grand opening of your Osaka store.
First of all, as this is the long-awaited second directly managed store, I would like to ask the designer, Mr. Sugawara, about his thoughts and feelings about it.
This time, Nikaido Fumi participated as a photographer and took photos of the store's interior and building, right?
I would love to hear more about this wonderful shoot, so I look forward to hearing from you soon!
First, let me introduce your store. Can you tell me what kind of store your Osaka store is?
Sugawara : I've known about the Osaka Norin Kaikan for about 3 or 4 years. I thought it was a wonderful historic building, and I had secretly been thinking about how I might like to become a tenant there.
1117 : It seems like you had been thinking about that idea for a while. By the way, what was the deciding factor in choosing the Osaka Norin Kaikan?
Sugawara : The reason was that the building was simply beautiful. I have the impression that nowadays, buildings are built without spending too much money on architecture, but in the past, people had more financial and mental space, and I think it's fascinating that this is reflected in the buildings.
It seems like each building is carefully made, rather than mass produced.
That's why buildings that are around 90 years old, such as the Agriculture and Forestry Hall, remain in good condition.
I thought that the idea that "things made with care last" is simply linked to jewelry.
1117 : And this time we asked Fumi Nikaido to photograph the Osaka store. I'd love to hear why you asked her and the story behind it!
Sugawara : I think our relationship started when I bought Fumi's photo book quite some time ago.
The impression I got from the photos of Fumi that I saw in the photo book was that many of them were warm, but also had a sense of rebelliousness and strength of will.
Maybe it's because you've been working since your teens and twenties, but I think it's amazing that you have a clear focus on your own goals.
I was once again drawn to Fumi-chan, who is unwavering in her beliefs and is wonderful.
1117 : It was because of those feelings for Fumi that this shoot came about.
Sugawara : I was hoping to express a little more warmth and humanity in the photography to show the depth of the brand and the location, and Fumi-chan was the one who came to mind at that time, so I thought I would take this opportunity to ask her for help and consulted with her.
1117 : Looking back at the filming, how was it?
Sugawara : First of all, before the shoot, we talked candidly about various things. Things like recent happenings.
Even when we were talking there, I thought it was wonderful that she remained true to her own values while also keeping an unbiased perspective.
Even after filming began, I was able to see glimpses of this side of him, which made me feel relaxed and able to participate in the shoot.
1117 : What did you talk about during filming?
Sugawara : The staff at the museum explained to us the history of the Agriculture and Forestry Hall, but Fumi-chan is very knowledgeable about many things and we talked to her about the details of the building's design while taking photos.
While filming, I often felt that it would be rude to professionals if I didn't go all the way to the bottom.
Even so, while filming I thought what was appealing about it was the flat atmosphere and the lack of tension.
1117 : Was there a moment during this shoot when you felt Fumi's feelings?
Sugawara : I think all the photos show Fumi-chan's kindness.
Also, I didn't get the impression that she was trying to take a pretty picture or put on an air, so I thought it was great that it was so Fumi-chan-like.
It's easy to think that you have to take cute, pretty, and stylish photos, but Fumi-chan has a broad perspective so she was able to focus on the small details and take beautiful photos through her own filter, so I was very happy when I saw the finished product.
1117 : Among the photos taken this time, is there one that was particularly memorable?
Sugawara : The photo I took of the front steps of the Agriculture and Forestry Hall was different from the scenery I had seen before, and it was the photo that made me realize how to frame it.
It looks very romantic and is a beautiful piece. It made me realize that there are people who look at things that way.
1117 : Is there any type of photography you would like to do next?
Sugawara : There was something Fumi-chan was talking about that I could really relate to. As social media develops and the gap between the real world and the social media continues to grow, I feel like it's becoming harder for things like "coincidences" to happen when you encounter people or things you could only meet in the real world and people or things you meet on social media because you seek out information yourself.
In the real world, things happen, so when you go there you can discover wonderful things that exist.
I would like to try my hand at shooting videos that might make people think, even though it's analog, that I'd like to try.
I would also like to try shooting videos that connect the social world of SNS to the analog real world.
1117 : Next year will mark the 10th anniversary of the launch of the brand. What do you want to prioritize as a brand?
Sugawara : I think it's important to go back to basics once again.
I also had some pretty deep conversations with Fumi-chan about things like, "What is value?"
I would like to build my brand by taking a step back and asking myself whether I am adding more value to the things I create than what I have created.
So I'm very grateful that I was able to work on this shoot with Fumi-chan at such a good time, in preparation for our 10th anniversary.
1117 : So you'll continue to do everything carefully, just like Sugawara-san.
Sugawara : Yes (laughs). I think it's important to keep an open mind and only create things that you think are good.