New Standards

A standard classic commands a steady demand regardless of passing trends. In this episode, we explore designs can speak to the changing times but also appeal over the long-term. Such items hold onto historic threads while also drawing on necessary technology, humor or versatility. Product designer Suzuki Keita explores a wide variety of everyday items and examines the products users will consider the new standards of the future.

Transcript

00:08

Hello, welcome to DESIGN TALKS plus. I'm Andrea Pompilio.

00:10

Hi, I'm Shaula.

00:12

- We've got quite a collection of items here today.
- We do.

00:15

Look, we have cups, we have cutlery, we have a lot of everyday items.

00:20

We even have hanging straps that you find in trains.

00:23

But what's amazing is the guest today actually designed every single one of these items.

00:29

Today we have Suzuki Keita.

00:31

Hello, Keita-san!

00:32

- Hello.
- Welcome!

00:34

- It's been a while.
- It has.

00:36

So, today we're talking about the idea of new standards.

00:40

And we have some of your products here in the studio with us today.

00:44

I'd like to ask you, are these products supposed to represent these new standards?

00:50

Yes, I often say that my designs should last for a century.

00:55

The goal is for people to enjoy and use my designs over many years.

01:01

I see.

01:04

In order to create these long-lived products, Suzuki often begins by examining everyday standard items and updating them, to create 'new classics.'

01:17

Every Japanese home has a soy-sauce bottle.

01:21

Suzuki designed one that uses crystal glass for a clear view and hygienic experience.

01:31

Surface tension draws any excess liquid in the spout back down, preventing drippage.

01:40

Straps are a vital component of crowded commuter trains.

01:44

Suzuki changed the traditional triangular shape to an oval to make it easier to grip from any angle.

01:53

Other modern updates focus on size: he created station benches with a more spacious design.

02:02

It maintains an appropriate distance between strangers.

02:06

While allowing friends and family to share a seat.

02:15

Suzuki is also interested in developing totally new designs that will become future classics.

02:28

This layered vase is actually a speaker made of glass.

02:33

The shape softly amplifies sound from a smartphone, while also blending into any interior space.

02:43

Such future designs can come from unusual inspirations - such as insects.

02:49

Suzuki carefully studied the horn and movements of rhinoceros beetles...

02:56

and came up with this bottle opener.

02:59

The divided tip holds the cap in place, allowing for stable leverage.

03:05

These extra grippy sneakers were inspired by the hairs on ladybugs' legs.

03:17

Suzuki uses humor, beauty, and a universal aesthetic to ensure his designs last as long as possible.

03:28

His approach is always based on detailed research, and his own experiences.

03:35

To design a new knife, he tested the handle of each and every prototype in search of a novel shape.

03:44

Let's explore more of his products and new standards back in the studio.

03:52

All everyday items.

03:54

They really are.

03:55

This is what you make.

03:56

I designed all of these, yes.

03:59

I understand you do a lot of research for your new standards.

04:04

Yes, about two to five years for a single product.

04:08

- Five years?
- Wow...

04:11

May I ask about this knife?

04:14

It's pretty rare to see one that's all black, isn't it?

04:17

- I think so, yes.
- That's true.

04:20

One of the reasons I chose the color was because very little in a kitchen is black.

04:26

Oh yes.

04:27

I thought it might be safer if the knives' color stood out in some way.

04:33

More and more young people these days aren't actually using knives anymore.

04:38

Is that right?

04:39

They don't cook?

04:41

They do, but they'll use kitchen scissors.

04:45

Apparently, many of them are scared of using large blades.

04:52

Really?

04:53

It's not uncommon.

04:55

- Hence the size?
- That's right.

04:58

I hoped they might become new standards for a generation that's not used to big knives.

05:04

Interesting.

05:06

So I began my design by reexamining the size we need for a cooking knife, and then moved on to the shape.

05:15

I see - it's a good all-round size, and the shape would work for cutting fish or meat.

05:22

My personal favorite is the one you're holding - that size.

05:26

This one?

05:28

It's interesting because the blade is actually quite slim, isn't it?

05:32

With regular knives, this part is often much wider.

05:35

But you could peel fruit with this.

05:37

The size makes it easy to handle.

05:40

They're popular abroad too.

05:42

They are.

05:43

In MOMA in New York.

05:45

That's right.

05:47

Apparently, something about the size struck a chord with people there.

05:52

Japanese kitchens are often very small, and so are chopping boards.

05:58

That was part of the inspiration for this size, but it seems people in the US also found it easy to use.

06:04

They saw it as something of a new departure.

06:07

I see.

06:09

I'm rather drawn to this toothbrush on my table.

06:12

A travel toothbrush.

06:14

May I hold it?

06:16

Sure!

06:18

Oh, I see!

06:20

You put it together like this?

06:22

Yes - very portable.

06:24

And cute!

06:26

It's about the dimensions of a pack of gum.

06:28

A familiar shape and size.

06:32

I noticed the way it was displayed just now - like this.

06:37

Can you talk us through the design?

06:40

The idea was to use the case...

06:43

as a way to allow the brush to dry out after you've used it, regardless of where you are.

06:50

I see.

06:51

Traveling with a wet toothbrush is...

06:53

Yuck.

06:55

Yeah, it's a little gross.

06:57

People want to dry it out nicely, then pop it into a clean storage case.

07:02

More hygienic.

07:07

What inspired you to make a travel set?

07:10

Most hotels in Japan and around the world provide you with a disposable toothbrush.

07:17

That's a major waste.

07:19

True.

07:20

Stocked in the bathroom.

07:22

Yes, all those single-use items.

07:25

Everyone understands how wasteful that is, and that we should really be bringing our own toiletries.

07:32

I think disposable toothbrushes will no longer be a standard provision within the next few years.

07:38

They'll disappear.

07:40

So I designed a travel toothbrush that's easy to use, specifically in places where you might find you need one.

07:47

I see.

07:51

I feel this toothbrush shows how our values are changing.

07:55

It's partly the zeitgeist, isn't it?

07:58

There's a strong trend toward more sustainable, eco-conscious products.

08:04

There are still so many disposable products out there in the world today.

08:09

And I feel like their designs really speak to their disposable nature, do you know what I mean?

08:16

There's no love to be felt there.

08:19

That's one reason why I started this new project in 2020.

08:23

Oh, lovely!

08:25

Suzuki created these takeout container designs during the pandemic.

08:32

They're designed to be made from waste paper pulp.

08:37

Disposable doesn't have to mean dull.

08:41

Many of the graphics draw on traditional craft designs.

08:49

I was thinking about what kind of containers people might want to keep, and maybe reuse at home.

08:56

I really think it would only take just a little extra time and work to make containers like these.

09:03

That's true.

09:04

But people are unlikely to want to keep containers like this unless the design speaks to them.

09:10

That's why I'm interested in exploring this particular genre.

09:14

That's great.

09:17

Suzuki is also interested in examining new design classics in the realm of education - namely, elementary and junior high school lunches.

09:30

Carefully balanced to provide students with nutrition and variety - Japanese school lunches have drawn attention from around the world.

09:46

Suzuki designed new tableware in five vibrant colors.

09:53

It's a design that allows students to choose the colors they like, bringing a little personality to their lunch.

10:01

Tableware for school lunch is a fun project.

10:04

It was.

10:06

What inspired you in this direction?

10:09

Was it a request from the school?

10:11

Yes. It came from the city of Kobe in western Japan.

10:16

Interesting.

10:18

They wanted to update the dishes being used by all public junior high schools.

10:24

So I thought about the kinds of tableware they'd need, but my first thought was color.

10:31

You started with color?

10:32

Yes. I actually visited a junior high school and talked to the students there.

10:37

My first question was what color they'd like the most for their tableware.

10:43

And, of course, they all had completely different answers!

10:46

I'm sure they did!

10:47

They all have favorites.

10:49

Exactly.

10:50

But color is actually a bit of a thorny issue when designing for the government.

10:55

Oh, I see.

10:57

Japan has used color to suggest context for a very long time.

11:01

Male restrooms are blue, female restrooms are red, for example.

11:06

I thought I might need to design within similar constraints for this project too.

11:12

But talking to the students showed me just how diverse their preferences were.

11:17

So why not give them a wide choice of color?

11:20

I thought that this might be something they'd enjoy.

11:22

So you redesigned the whole system.

11:25

That's right.

11:26

Instead of pushing our ideas onto them, we asked the students to offer suggestions.

11:31

They said that a choice of five colors would let them pick what appealed to them on the day.

11:36

If they were going to an after-school club, then red would give them energy.

11:40

Different every day.

11:42

Exactly.

11:44

I wonder if it'll help develop their sense of aesthetics as well.

11:49

If lunch that day is curry, maybe they'll choose a particular color to match it.

11:54

What a great idea!

11:56

Having that choice could train their artistic eye.

12:00

It probably does.

12:01

Really interesting.

12:02

'You chose green today?' You know.

12:04

That would be so fun.

12:06

On the topic of standards, I think school lunches form such strong visual memories, don't they?

12:13

We're always swapping stories about what lunch was like in school back in our day.

12:18

In this context, I feel like your design is sure to play a big part in a lot of people's minds.

12:25

- I hope so.
- I'm sure.

12:29

Now let's explore new classics from a unique design unit.

12:37

A house in Japan's former capital of Kamakura is the base for some unusual creators.

12:56

Design unit AATISMO.

12:59

Its three members are architects and designers, and their work is known for its peculiar beauty.

13:13

These peculiar masks are one example.

13:20

A camera embedded in the mask allows the wearer to see the world from a giraffe's perspective.

13:27

It's an artwork inspired by animal masks worn in traditional rituals.

13:37

They're also designing new standards for stationery.

13:41

At first glance, this metallic object seems purely decorative.

13:53

But it's actually a box cutter.

13:59

It's inspired by the hand axes considered humanity's first stone-age tool.

14:05

The organic beauty exuded by these ancient objects encouraged the group to create a cutter that's also an artwork.

14:15

Going back to an item's roots
frees us from preconceptions.

14:24

It often inspires a very simple
approach to its true nature.

14:34

The trio researches the roots of various items and reflects them in their new designs.

14:42

It isn't the only stationery item they've designed that's sure to become a future standard.

14:50

Pencils, erasers, and rulers.

14:52

All turned into long sticks that you might see at a hardware store.

15:03

They can all be cut to your preferred length, allowing for total customizability.

15:11

I researched the very origin of stationery.

15:13

It began as plant stems
that were cut and inked.

15:21

Then there were quill pens.

15:23

People would use
what was available to them.

15:29

They would cut it to the length and
thickness that they needed.

15:36

Those roots were what inspired us.

15:41

We leave blank spaces in our products.

15:47

It helps users build their
own relationships with them.

15:51

They fall in love with them
and end up using them for a long time.

15:57

A design that leaves space for the user.

16:00

The product can even be used in entirely new designs.

16:09

We need to feel closer
to our possessions.

16:14

Be more than consumers.

16:18

This is one way
to encourage that shift.

16:23

People aren't only choosing on looks
but on how it was made.

16:28

The concept behind an item.
They want a story.

16:35

Not just everyone's standard,
but a personal favorite.

16:43

I think that's where we're heading.

16:51

I don't think I've ever seen a pencil this long before.

16:55

I love the idea of cutting it to your preferred size.

16:58

Could that be something we might see more of?

17:01

Potentially.

17:03

This is sort of the opposite approach to designing something for a specific purpose.

17:09

They're choosing not to do anything - to leave blanks for the user.

17:13

It's a wonderful place to start looking for new standards.

17:17

I feel like kids would find very creative ways to play with this idea.

17:22

Oh, for sure.

17:23

- That must play a role.
- Yes.

17:25

I'm sure you did this too, Keita-san.

17:27

But I remember playing with my stationery as a child.

17:30

Gathering them together and making toys out of them.

17:35

That would be fun to do with these.

17:37

For sure!

17:39

Soon, you wouldn't even remember what the standard length for a pencil is.

17:43

I wonder who came up with the design we use today.

17:47

And what did you think of this?

17:49

The box cutter?

17:51

It's bigger than I was expecting, after seeing it in the video.

17:54

- Yes! It is!
- You're right.

17:57

You expected something smaller?

17:59

I did, but I really like this - it's a good size.

18:02

Fits in the hand.

18:03

Yes. Just like those ancient hand axes.

18:07

They were also essentially palm-sized.

18:09

And the modern computer mouse is the same size.

18:13

Designers often say that a tool held in the hand should be palm-sized.

18:17

Oh, interesting!

18:19

Holding it makes a real difference.

18:22

They were talking about the idea of digging into an item's roots to find its history and original conception.

18:30

I was thinking that you might find that approach quite resonant with your own work.

18:35

I do - I also really like hand axes.

18:39

What appeals to me is the extraordinary beauty of their shape.

18:44

They are incredibly complicated to make, and each would have taken a very long time to complete.

18:50

The result is that almost all of the designs have a very beautiful symmetry.

18:56

I think it's some of the earliest evidence of the human thirst for beauty.

19:01

Our topic this time is standard classics and from that perspective, hand axes have been captivating museum and gallery visitors for centuries.

19:10

It's testament to the beauty of their design.

19:14

And to the love their creators felt for what they were making.

19:17

I think that emotion is necessary to design.

19:21

Hasn't changed over millennia.

19:23

Definitely not.

19:26

Next, a staple of the Japanese table: chopsticks.

19:30

What could a new standard of chopsticks look like?

19:36

Handmade chopsticks, crafted with love.

19:45

They're the work of second-generation head of a chopstick workshop and 23-year veteran craftsman Marukawa Tokuhito.

19:59

The store attached to the workshop has over 200 chopstick varieties, and visitors can hold samples before making their choice.

20:11

While making countless chopsticks to suit different dishes, one standard type emerged.

20:18

These seven-sided chopsticks are an ideal all-rounder and easy to hold.

20:24

Chopsticks were either square or round.

20:28

Because they were originally lacquerware.

20:32

They had to be easy to coat and last,
and therefore round or square.

20:41

The previous director said, they're tools.

20:45

Why not make them easier to hold?

20:48

That's how we arrived at seven sides.

20:54

Normally, one chopstick is held in three fingers, like a pen.

20:59

The second slots into the gap below while the upper fingers move the first.

21:05

Marukawa trialed a variety of shapes with this grip.

21:17

Five-sided chopsticks proved stable because they have fewer sides.

21:22

But the sharper angles can become uncomfortable.

21:26

Eight-sided chopsticks are almost round, making them smoother to hold.

21:31

But they weren't as stable as five-, or six-sided pairs.

21:38

Stable in the hand and comfortable to grip, these seven-sided chopsticks took three years to come to fruition.

21:51

Seven-sided chopsticks are actually one of the most difficult shapes to make.

21:56

Marukawa's workshop employs a completely unique method to craft them.

22:06

First, the corners of a four-sided chopstick are trimmed to make eight sides.

22:22

These eight sides are gradually shaved into seven.

22:26

Because seven is indivisible, the artisan must feel for the perfect 51.4-degree angle and recreate it by hand.

22:47

Each seven-sided chopstick has its own width and grip - and the seven sides continue down to the tip.

22:55

They are all made by hand, and the workshop also handles repairs.

23:03

Marukawa himself uses chopsticks with seven sides.

23:10

Yet he continues to make many different shapes, in pursuit of a clear goal.

23:18

Some people prefer five sides.
They click together nicely.

23:22

If they liked five sides
they'll buy five again.

23:26

It's a lifelong choice.

23:29

I want people to come and
choose what suits them.

23:32

Whatever suits their hand.
Chopsticks they love.

23:38

Using something you love for years;
that's the mark of a classic.

23:47

There's so much to know about chopsticks!

23:50

It's a bit of a surprise, isn't it?

23:52

We have three pairs from Daikokuya today - five, seven, and eight-sided pairs.

23:59

And the seven-sided pair took three years of development.

24:04

Even though he feels that they're the best, he also said that it really comes down to personal preference - whatever suits you the best.

24:14

So perhaps we should all try them out?

24:17

- Five first.
- Okay.

24:20

I've seen a lot of chopsticks.

24:24

But these are perfectly balanced.

24:26

Balance, I see.

24:29

He said that five is a little thicker with sharper edges, but I don't notice them.

24:35

They really do feel... very stable.

24:39

- Eight.
- Eight.

24:42

Okay. I see, yes. Much rounder.

24:46

They feel like a better fit.

24:48

They're very comfortable.

24:50

Oh yes - I like the eight-sided pair.

24:53

You like the eight.

24:55

Seven.

25:03

What do you think?

25:05

Which pair would you choose to use at home?

25:08

Seven...

25:11

It has the fit of the eight-sided pair, with the faint suggestion of the corners.

25:17

It's quite an incredible combination. Just amazing!

25:21

I'm actually really impressed.

25:23

Seven for me too. I'm not sure I can explain why!

25:28

Isn't it extraordinary?

25:30

It's the feel.

25:31

Seven for me.

25:32

- You too?
- Yes.

25:34

Isn't that interesting?

25:36

As he said in the video, chopsticks are tools, so why not make them easy to hold?

25:42

Yet we saw how difficult it is to make a seven-sided pair - you can't just start at that number.

25:48

They went through a process.

25:50

First five sides, then six sides, then eight sides, and then finally they found seven to be the most appealing.

25:57

It's admirable they went through all that!

26:00

There's a lot of history here.

26:03

Definitely.

26:04

And today we're seeing chopsticks specifically for sushi, or udon noodles.

26:08

But when it comes to the ultimate standard - the pair you rely on day in and day out - the best is the pair that fits the user.

26:16

What a great approach.

26:17

- The true standard.
- Exactly.

26:20

Our presenters have brought in their own personal 'standard' items.

26:26

I had the opportunity to visit the Ibusuki Chotaro pottery in Kagoshima Prefecture with the show.

26:33

I fell in love with this mug, and ended up buying it.

26:36

And when I took it home, it felt very different in that setting.

26:40

It was the first time I loved something so much that I didn't want to use anything else.

26:46

That's amazing.

26:48

Actually meeting the artisans makes a difference.

26:51

It adds to the story.

26:54

So yes, this is my standard.

26:56

I have something I've used for many years - like Shaula, I went to Shimane Prefecture with the show and found a mug at the Shussai pottery.

27:08

It's so ordinary and yet that's what I love about it.

27:11

I think it takes time for something to become your own personal standard.

27:16

I think the designs which have the potential to become new standards are those which adapt themselves to the user.

27:24

The 20th century was all about mass production.

27:27

Now we're talking about tools and designs that focus on the user.

27:33

I think that going into the future, we'll actually see a shift towards this kind of product with standard classics.

27:40

I feel like I've learned a lot today - thank you for this opportunity!

27:45

I hope you'll come visit us again soon!

27:47

- I hope so too.
- Thank you for joining us.

27:49

Thank you.

27:50

Thank you very much!