- カテゴリ： バーチャル提案
- 作成日： 2009/07/24 21:23:25
- ページ： 18
- Special Feature The Challenge for New Value Creation
An integration of art and product, these new Art Editions have a presence that breaks through traditional wisdom.
Assistant Manager, Concept Planning Group Product Planning Dept., Consumer Service & Product Planning Division
Encounter with Yayoi Kusama
As we took the first step in moving from the “au design project” to the new “iida” brand, our goal was not only to create the “iida” brand, but to deliver what would be a new flagship product for KDDI, and for our customers. This product needed to meet the lofty ambition of contributing to Japan’s unique design culture, while being worthwhile of the efforts of KDDI as a company. We began by focusing on a single avant-garde artist. Known for her many years of work in developing unique modes of expression, Yayoi Kusama enjoys an international reputation. Her characteristic dot motif and vivid color have brought to her works a new and strangely appealing level of “kawaii,” or “cuteness,” and we knew instinctively that these works were exactly the concept we had been looking for. When we explained to Ms. Kusama that we hoped to create a new value based on the integration of art and product, and to use a mobile phone company to present that creation to the world, she graciously accepted our proposal to collaborate on the project.
presence as a work of art. For example, each and every dot represented on the body of the phone is the product of the detailed handiwork of experienced technicians and the use of advanced printing technology. And, despite its unique form, unheard of in traditional mobile phone design, the final product has cleared the strictest of quality standards, at the hands of mobile phone manufacturers both in Japan and abroad. This project thus represents a new approach to “monozukuri,” a true manufacturing, and the process itself becomes a new kind of art.
Creation of a New Genre
The desire of Ms. Kusama and our team to “share the excitement of art, the wonder of attempting to make art of a mobile phone, the wonder of being alive,” found its final expression in the three Art Editions YAYOI KUSAMA models first revealed at the announcement of the new “iida” brand in April 2009. The creation of a new “mobile phone as art” genre generated a wide range of reactions, and we later learned that the presence of the Art Editions had a significant impact on subsequent surveys of brand recognition. The “iida” product line now consists of the Art Editions, along with the “G9” and “misora” models and other peripheral items announced at the same time, representing a diverse lifestyle brand. Going forward, we hope to see “iida” evolve into a creative design ecosystem, in which a wide variety of creative minds?product designers, artists, the famous and the unknown?can be free to participate across traditional boundaries.
A New Kind of Art
The first Art Editions model attempted under the new “iida” brand, then, was to be a mobile phone as work of art, conceived by world-renowned avant-garde artist Yayoi Kusama. Our role was to use the mobile phone-based art-work created by Ms. Kusama as a model, ensuring that the product would lose none of its quality or functionality as a mobile phone, while enhancing its value and
KDDI CORPORATION Annual Report 2009