Designing Design with Kenya Hara

AIGA/LA members who signed up for the Imprint Culture Lab Conference were invited to a private breakout session at the National Japanese Museum in downtown Los Angeles with Kenya Hara, Art Director of MUJI. He showed images of his work and some of the exhibitions he'd curated, along with images of design work from his book, Designing Design. He went on to introduce two concepts that influence his work, haptic and senseware.

Hara first introduced the concept of haptic design, a word used in reference to things that appeal to our sense of touch. Hara explained that such design, by looking at it, actually excites your sense of touch. It's designing of the senses. He showed us the work from the "Haptic" exhibition he curated. He explained that "a human being is a bundle of sensors, and haptic design helps us understand the senses-that may be hidden and discovered totally through touch."

The second concept he explained was senseware: new forms of interactions between fibers, covering, clothing and human skin. The images related to that concept included the work and exhibition (http://tokyofiber-jc.jp/en/).

The session included a Q & A moderated by Clive Piercy (www.airconditionedla.com). There was a tremendous pause between each question and answer. Here is an excerpt of that conversation:

Piercy: There is a minimalist quality in Japanese design. There is also a part of modern Japanese culture that is obsessed with brands and style. What do you do with MUJI to reconcile these differences?

Hara: There are all kinds of influential trends in Japan, like anime and Manga. MUJI is trying to emphasize the basic foundation of Japanese aesthetics, which is the foundation of my work.

Piercy: Is it important to obtain those characteristics for a global brand?

Hara: The world is becoming average and mixed. Culture is becoming safe-that is very bad. The essence of culture is locality. Language communicates locality, using the essence of local culture.

Piercy: Apart from MUJI, are there any brands you admire?

Hara: I don't like branding. I wondered, "who makes the way of making branding?" Branding is a crutch. If there is a brand that doesn't brand, then I like it.

Piercy: What is your favorite color?

Hara: White. I'm very interested in the concept of white.

Piercy: What is your favorite word?

Hara: Language is very important for me, it's DESIGN. Talking about designing is another aspect of design. I spend time thinking, "what is design?" I don't love the word design but it is the most important word.

Piercy: If you weren't a designer, what profession would you like to try?

Hara: Biology.

Piercy: What profession would you not like to try?

Hara: I think there's a way to enjoy [all professions] for everyone. Even a salesman finds a way to teach people something.

Piercy: Do you believe in heroes, and if so, who are yours?

Hara: A "hero" is not familiar, it cannot be translated to Japanese.

Piercy: What is the most perfectly designed object?

Hara: Every question is very difficult! I cannot design that kind of object. Hmmm. The Japanese flag.

Piercy: What or who is the greatest love of your life?

Hara: It's a secret.

Piercy: What is your favorite place in the whole world?

Hara: Being in the taxi going to the airport. I love traveling and I like being in the taxi going to the airport.

Piercy: Apart from speaking at design conferences, what is your idea of a perfect day?

Hara: Going to a new place, being in a completely unknown space. Trying new food, meeting new people. If not, then just being at home.

Kenya Hara's book, "Designing Design" is available on Amazon.com.