INTERVIEW

Creating Spaces that Embody Diverse Values of Beauty

Eriko Kobayashi

Space Designer, Joined in 2010

ーWhat kind of work do you do?

Designing All Spaces of Shiseido

I handle a wide range of work related to Shiseido's spaces, from space design for stores, facilities, and exhibition venues to VMD (Visual Merchandising) design for displays and fixtures. Although space designers and VMD designers are often separated nowadays, I manage both. I've been responsible for global brands for a long time, which involves significant communication with overseas partners. Before the pandemic, I often took design models on flights to have meetings at local stores. It's our role to ensure that the brand's identity and quality are maintained overseas.

ーWhat do you find fulfilling about your work?

Exposure to Diverse Values of Beauty

Spaces serve as the direct touchpoint between the brand and customers, so we start by brainstorming and discussing what kind of experience we want to create based on the brand’s worldview and concept. We then think about how to bring those ideas to life, meticulously focusing on even the smallest details while communicating with various stakeholders. This job allows me to encounter diverse values of beauty through different brands and corporate projects. Creating a space from scratch is no easy feat, and imagining something that doesn’t yet exist involves a lot of trial and error, which can be challenging. However, when I see customers experiencing beauty through the space we've created, I truly feel that it was worth it.

ーWhat strategies do you use for better work?

Gaining Input Through Personal Experience

Since my student days, I've prioritized going out and experiencing various places to gather ideas. Even in industries seemingly unrelated to cosmetics, I often find unexpected seeds of inspiration. I not only focus on the experience itself but also delve deeper to understand who designed it and what materials were used, gaining new insights and perspectives.

ーWhat made you decide to join the company?

Creating a Shiseido Window Display in a Student Competition

A significant turning point for me was when I encountered the work of Shiseido creators during my university years. I entered a window display competition for design students in Ginza and won the Shiseido Award. I had the opportunity to create a window display for an actual Shiseido store in Ginza with their creators and production staff. The creators I worked with were vibrant and individualistic, and their camaraderie was palpable, making them truly shine.

Admiration for Shiseido's space design

During my student years, I often struggled with my career direction, visiting various exhibitions to consider my path. I was captivated by the Shiseido Gallery and the former House of Shiseido in Ginza, where I was struck by the art curated by Shiseido and the special atmosphere created by their space design. I even consulted a creator I met there about my concerns. Although I thought working at such a dream company was a high hurdle, I learned of an opening at the very end of my job search. At that point, I had already received offers from other companies, but I couldn't let it go and consulted with my university professor, who encouraged me to apply.

ーTell us about a memorable project.

Shiseido Typeface

As a newcomer, I participated in a training program that involved hand-writing the Shiseido typeface for a year. This font has been passed down for nearly a century since the establishment of the design department in 1916 and is said to encapsulate Shiseido's design aesthetics. I wrote within a 10cm square following strict rules, and when given a theme for an exhibition title, each of us expressed it differently. While all were based on the Shiseido typeface, the different nuances added unique shapes. Through this process, I gained an intuitive understanding of what Shiseido-style design means.

10th Anniversary Exhibition of Majolica Majorca

In my third year, I was part of a young design team that handled the 10th-anniversary exhibition for Majolica Majorca. This brand often features original karakusa designs, and placing these in the space required a different perspective than regular design tasks. Given the brand's strong identity, we experimented extensively to create a visual experience that satisfied its fans, incorporating ideas like trick art and projection mapping, which were still relatively new at the time.

Clé de Peau Beauté Flagship Store

In my seventh year, I was responsible for the project to create Japan’s first flagship store for Clé de Peau Beauté in Ginza. This was a special store for Shiseido, and I collaborated with an architect based in Paris to explore the brand's depth, build its story, and incorporate that into the design. However, communication between Japan and Paris was challenging, often causing delays. So, I decided to fly solo to the architect's office in Paris. This experience, working closely with the team to create an entire space from scratch, was invaluable.

ーTell us about your work environment and relationships with coworkers.

A Hybrid Working Style

Since the pandemic, I’ve been able to work in a hybrid manner, balancing in-office and remote work. While online meetings and communication flow smoothly, our job sometimes requires verifying things on-site, so we gather for discussions when needed. Designers working on the same projects maintain a flat relationship regardless of seniority, often passing a single piece of data back and forth while maintaining close communication. I also enjoy the moments spent chatting about non-work topics when we’re in the office.

Looking back, I had a team with whom I always collaborated and experimented. There were things I could not have accomplished alone, but with encouragement from my seniors, I was able to take on challenges. I believe my ability to reach a level I couldn’t have imagined when I joined the company is due to this supportive environment.

ーWhat are your future goals?

Gaining Comprehensive Design Experience

I find the unpredictability of the work we encounter to be one of the most interesting aspects of my job. As connections to digital realms increase, I want to be a designer who can adapt to any topic that comes my way without hesitation. Although I am a space designer, creating a brand's worldview often involves collaborating with graphic designers and professionals from other fields, so I actively seek out different perspectives and aim to cultivate a comprehensive viewpoint moving forward.