「! Design: genius Dai Sato design 10 creative keywords.

The designer's job is neither "making strange objects" nor "focusing only on surface work".

The so-called design is to find a "new method" to solve the problem. "Please throw away the water in the cup." When someone tells you so, anyone will think of emptying the water in the cup, but ...

For example, heating a cup and letting the water evaporate is also a method. You can also put a rope in the cup to suck water out by capillary phenomenon; Or let the water float under zero gravity; Even open an invisible hole in the bottom of the cup to let the water leak out. Finding this "new way" to provide different values for customers is the role of designers.

Not bound by existing ideas, unconstrained style. But the goal of "emptying the cup" will certainly be achieved.

Designers are not the only ones who have this idea.

"Design" is not wisdom that exists only for "designers". Can be applied to any boring simple homework.

For example, ten bags of garbage must be discarded within a time limit. Instead of burying yourself in this work, you should think about how to take only two bags of garbage bags at a time and how to take three bags at a time. How to bring it so as not to be so tired? What props can be used to carry garbage bags more easily?

All these research and thinking are aimed at finding "new ways to solve problems", so the process itself is a great design. In this way, work can become easier or faster.

If we can throw away more rubbish than others, we will create brand-new value. If you continue to study like this, you may find "fun" and "meaning" from your work, or you may get ahead.

This book is divided into two chapters to summarize how to find and use "new methods to solve problems". The first chapter is a jumble of specific cases, sorting out "ten ways of thinking". The second chapter combs the basic ideas of nendo design office and how to integrate into the project on weekdays, and sorts out a set of "action techniques".

If you can feel the essence of design through this book and turn it into an opportunity to find more solutions to problems, I will also be sincerely happy for you.

In addition, the publication of this book would also like to thank Ms. Kazuko Kawakami, a journalist who wrote this book as a co-author, Mr. Ya- Zhilin, a photographer who took photos such as the cover, Ms. Kato Hui, the artistic director of this book design, all the people who helped in the interview, Mr. Ichizai Shimokawa, the editor-in-chief, and all the people in the editorial department of Nikkei Design.

Dai Sato

Starbucks coffee tour.

Just like choosing a book, choosing coffee has a comfortable sense of difference (1).

(2) Change coffee and book covers at the bar.

(3) After that, it can be used as a book cover.

1, white mocha coffee 2, cappuccino 3, soy latte 4, latte 5, caramel macchiato 6, special (1) 07, special (2) 08, mocha coffee 09, American coffee.

(4) incision

(5) used as a personal coffee cup (tall or short)

Photography: Hiroshi Iwasaki

The experience of choosing coffee like reading a book.

What people feel exists in daily life. One of the projects supporting this argument is the Starbucks Coffee Tour (2009) handled by Sato as a space designer. Unlike Starbucks, it tries to create "small differences" in daily life.

This project is to promote Starbucks espresso. As a venue, Omotesando Hills Mountain Art Museum has been completely renovated, and it is also the first limited store of Starbucks.

Sato believes that "the feeling of choosing a book should be very similar to the feeling of relaxing with a cup of coffee." Nendo is very good at connecting things that don't feel much related, and plays an unparalleled role in this respect. At that time, Sato's proposal was "bookstore". The store only sells nine kinds of coffee drinks, such as latte and cappuccino, and there is only one size. Although there are other Starbucks stores not far away, many guests who come to this store have to wait for three hours every day. The event has been held for three weeks in a row, setting a new record of about 20 thousand tourists.

What's wrong with such a topic? Different from the general storefront space, it is naturally one of the reasons. It gives people different experience of buying points and has aroused widespread repercussions under people's word of mouth.

"Choose a book from the shelf, get the bar, you can order drinks. Holding a book will be associated with coffee, which is an experience that is not found in daily life. In order to experience it, many people came here specially. 」

The bookshelf is full of books painted in nine colors, and the colors of different books correspond to nine kinds of coffee drinks. Customers who come to the store can freely take books from the shelves, compare the information written on them and choose the drinks that suit them. Take the selected books to the bar and exchange them for real drinks. The book cover printed with information can be taken back, cut along the dotted line and put into a coffee cup for later use.

Just as it takes time to choose a book, so does a cup of coffee. This space is different from the general Starbucks storefront, and there is a sense of quiet difference on the whole. It has been well received by people who want to experience this unique feeling, and the sales of coffee and drinks in existing shops across the country have also increased by about 10%, with remarkable achievements.

When in use → "spoon"

When not in use → small "tree"

When gathering → small "forest"

"tree" and "spoon"

Where it is not easy to sharpen = show the superb skills of craftsmen!

CoCo yifan house has several spoons in the "forest spoon" cup, which looks like a forest.

Photography: Lin Yazhi

No rest during the "rest time", as mentioned in Creating a Sense of Difference. "If you look around blankly, something will be blocked by your own filter", which Dai Sato attached great importance to. Even the unused daily necessities seem to be intercepted by his filters one after another. Observation is in an unused state, that is, the "rest time" for thinking about things. This assignment is also an indispensable technology in nendo design.

When designers make things, they often pay special attention to the state of things in use, but they don't actually use them for a long time. Thinking about how to use the rest time, there is another case, that is, the spoon (20 1 1 year) used by CoCo Yifan House, a national curry chain. Throughout the ages, many designers at home and abroad have devoted themselves to the design of spoons, but Sato thinks differently. What he wants is to "visually enjoy the unused state." The spoon he designed presents the shape of a tree. When you put some spoons in the cup, it looks like a forest. Just like the name "forest spoon", the more spoons gather, the more open the landscape the trees present.

Adjust your taste according to your mood and preferences = turn it into an opportunity for "eaters" to participate.

Sliced chocolate chips

Elements that would have been abandoned have become "protagonists"!

Pencil sharpener made of chocolate

Mr Qi Bo makes chocolate cakes.

Cake plates made of colored pencil plates have different cocoa contents.

Chocolate Pencil (a work jointly completed with Mr. Takguchi, a cake maker). Join together with the action of "cutting".

Photography: Hiroshi Iwasaki

Like this interconnected project, there are chocolates and pencils. Sato designed a dish with a pen in his work "Chocolate Pencil" (2007), which he and Mr. Takguchi, the cake maker, jointly completed. In addition to chocolate cake, Mr. Takuchi also added several "chocolate pencils" with different cocoa concentrations. When tasting the cake, you can also add chocolate chips cut with a pencil sharpener. Pencils and cakes with no thread to follow at ordinary times are related here because of "cutting". The idea of "pencil scraps" that should be discarded at ordinary times has become the protagonist here, which is also the special feature of this cake.

"Someone asked me what kind of cake I like, and I replied that I like the kind of cake like pouring black sugar water on Japanese cakes, which can combine personal feelings and produce personal characteristics. That's how I got the idea. If everything is in the best condition, there is no room for anyone to participate, but it should be interesting if it can help us to have some behaviors. In this sense, this may be called a design mixed with "random creation" technology. 」

What is a "brand new link"? In the design of nendo, there are also ways to connect things that people usually think are irrelevant through * * * connection points. Sato called it "a new connection"

Different from the parent-child relationship cooked with chicken and eggs, the one cooked with meat other than chicken is called "other people's relationship", but nendo's "other people's relationship" refers to "directly connecting two unrelated things (originally thought) to generate new value", that is, "new connection".

"The information completely stored in different folders in my mind suddenly changed my view of things because I was in a state of' joining links'. At this time, one of the two people.

The bigger the difference, the more shocking it is. Because the difference in height will produce a "gap".