SWISS DESIGN MAP 2015/16. Project proposal. Embassy of Switzerland in Japan

Transcription

1 Embassy of Switzerland in Japan SWISS DESIGN MAP 2015/16 Project proposal Minami Azabu Minato-ku Tokyo Phone: , Fax: tok.vertretung@eda.admin.ch,

2 1. Why a new Swiss Design map? One of the goals of the Embassy of Switzerland during the celebrations of 150 years of diplomatic relations between Switzerland and Japan, held in 2014, was to attract increased interest on aspects of Swiss culture and craftsmanship. Building on the already very favorable image of Switzerland amongst many Japanese, the Embassy aimed to complete this picture with new and less familiar elements, including excellent design originating from Switzerland. With the collaboration of Torafu architects, the project Swiss Design Map was launched with the goal to create a platform where a variety of actors could come together to promote the Swiss design brand in Japan and tell the story behind it. From the beginning, the purpose was not only to provide a map highlighting Swiss design spots in Tokyo, but to create a momentum to organize and link together events and happenings conveying the creative, contemporary aspects of Swiss design/architecture, along with its variety. As the last event featured in the Swiss Design Map has just come to a close in Tokyo the successful Swiss Design exhibition at Tokyo Opera City which welcomed more than visitors if we are to sustainably strengthen the knowledge of Swiss Design in Japan, it is crucial that these efforts be continued and repeated in time. The Embassy has therefore started to work on a new, improved, Swiss Design Map Project, for the period starting from September 2015 to March Committed to raise the profile in Japan of Switzerland as a unique place for design, we would like to invite all actors who share this goal to join this project. Image: Swiss Design Map at a Freitag shop 2/7

3 2. Lessons learned from SWISS DESIGN MAP 2014 Last year s Swiss Design Map was a successful experiment to bring together various design and architecture locations in Tokyo. The 150 year anniversary was an opportunity to feature Switzerland prominently copies of the maps were printed and distributed and a webpage and a Facebook page were created. 4 events were featured in the program. Key Data: Period: September 2014 March 2015 Homepage Facebook Number of copies printed: Total 17,000 (Planned Copies10, Additional Copies 7,000) Distribution: 55 locations in Tokyo (featured of the map & shops, museums and schools) Shops: Actus Aoyama, Blinc, Playmountain, CIBONE Aoyama, The Conran Shop, Freitag Shops, hhstyle.com, IDÉE SHOPs, Living Design Center OZONE, Living Motif, Mid-Century MODERN, POST Bookshop Ebisu, Tsutaya Daikanyama Store Museums: Mitsubishi Ichigokan Museum, The National Museum of Modern Art, Tokyo(MOMAT), Suntory Museum of Art, Panasonic Shiodome Museum, TOTO Gallery Ma, Tokyo Opera City, Tokyo Station Gallery, The Watari Museum of Contemporary Art, 21_21 DESIGN SIGHT Schools: Tama Art University, Tokyo University of the Arts, Tokyo Zokei University, Kuwasawa Design School, Musashino Art University Featured events: Building in Context - Contemporary Japanese Architecture in Switzerland, with Riken Yamamoto, Shigeru Ban, Sanaa, Kengo Kuma, 8-15 October 2014, Spiral Aoyama SHOWCASE, 25 October-3 November 2014, in Daikanyama, side-event of the Tokyo Designer s Week Swiss Design Map talk Event, with Koichi Suzuno, Torafu Architects and Hiroshi Kikuchi, November 2014, USM Modular Furniture Showroom Swiss Design Exhibition, 17 January 29 March 2015, Tokyo Opera City Art Gallery The Swiss Design exhibition at the Tokyo Opera City Gallery was the 4 th and final event advertised on the Swiss Design Map. Due to high demand, the Embassy of Switzerland has decided to reprint 5000 additional copies of the map to be distributed at the exhibition. Budged: 3,200,000 yen Incl. 17,000 copies of map, 60 sets of stand, distribution fee, Web & Facebook, Side event etc... Supported by 14 Sponsors yen, Presence Switzerland, Embassy of Switzerland in Japan 40 Press Reports: incl. Kyodo News International, Japan Design News, Sankei Shimbun, J-Wave Radio, Tokyo FM Radio etc. Feedback: As of now, the feedback received for the Swiss Design Map project has been largely positive and the Embassy is currently considering the next steps to realize another, more ambitious Swiss Design Map. 3/7

4 Positive aspects: - Original initiative to tag some well-known locations and brands as being Swiss - Brings together the Swiss design community and those interested in Swiss design - Ensures a certain presence/momentum during a prolonged period of time - High potential for further development including collaborations amongst brands and designers/architects - Swiss companies all benefit from a bigger recognition of Swiss design in Japan - Great platform to show Swiss design in Japan Image: Swiss Design Map at a Delfonics shop What can be improved? - The project can be more interactive, to encourage people to visit the places and shops. For example through a mobile phone app - Organizing more events to draw attention to Swiss Design. For example, a Swiss popup shop in collaboration with several Swiss Design companies - Map itself could go deeper in terms of content - Achieve more visibility in particular in the media 3. In the media: Example of a Press report (one out of 40) Swiss Design Map to show best of Switzerland on Tokyo's doorstep Kyodo News International September 9, 2014 Tokyo is brimming with examples of Swiss design from architecture to fashion and a limited-edition map has collected these locations together for the first time, as Japan and Switzerland celebrate 150 years of diplomatic relations. Using the Swiss Design Map, which will be distributed at selected locations and online from Wednesday, Tokyoites will be able "not only to learn about Swiss design but also to find it," Swiss Ambassador Urs Bucher said at the map's launch on Monday. The map will be available until the end of the year alongside a series of events about the relationship between Swiss and Japanese design, culminating in Japan's first exhibition dedicated to Swiss design starting in January. 4/7

5 Koichi Suzuno, architect at Torafu Architects Inc. and a member of the team who designed the map with the Embassy of Switzerland, said it is aimed at showing Tokyo people just how much Swiss design can be found in the city and making this more accessible to everyone. "If we hold an exhibition at a museum, it will tend to attract only people with an existing interest in design, but in this way the whole city becomes a museum that everyone can discover," Suzuno said. The map shows five categories of locations -- architecture, fashion, product design, furniture and fabric, and culture. It also has information on selected designers and details of upcoming events where people can discuss and discover Swiss design in depth. Japan and Switzerland have exchanged design ideas since the early stages of the countries' diplomatic relationship, which formally began in 1864, said Miguel Perez-La Plante, head of culture and public affairs at the Embassy of Switzerland. "Swiss design can be associated with some core values like precision, craftsmanship, sustainability, innovation and quality, which are all very well-respected and appreciated here in Japan," Perez-La Plante said. The 150 Years of Swiss Design exhibition, showcasing product and graphic design with a special focus on the work of Swiss designer Max Bill and architect Le Corbusier, will run from Jan. 17 to March 29 at the Tokyo Opera City Art Gallery. The exhibition is scheduled to move to Shizuoka, west of Tokyo, and Sapporo in Hokkaido in ==Kyodo, later Sankei Shimbun October 9, /7

6 4. The Swiss Design Map 2015/16 Below you will find the proposed terms of reference for the next Swiss Design Map project. These items are based on the discussions held with various design companies which participated in the project. Terms of reference: A project team will be responsible for producing the map and for the overall coordination of the project under careful supervision of the Embassy and the Sponsors. Period: September 2015 March 2016 Budget: 4,000,000 yen Carefully edited and designed Swiss Design map 2015/16 featuring a selected number of interesting locations and brands with edited background information. The content should highlight unknown stories behind the products and the circumstances in which the products/buildings were designed or manufactured in Switzerland. It should also emphasize the similarities between Switzerland and Japan copies of the Swiss Design Maps printed and distributed during the period in more than 60 locations in and around Tokyo. Regularly updated online presence - including website, twitter and Facebook page which are linked with all partnering companies. PR strategy and support for the entire period. Creation of a Swissdesign.jp logo to increase visibility and strengthen cross-connections. A program of carefully curated design events split over the entire period. Including in close collaboration with supporting companies. A mobile phone app allowing identifying locations and learning about the background history of products and designers. Elements of the program (tbc): AUG SEP AUG 8 26 SEP SEP 4 6 OCT OCT OCT10 DEC 27 Official release event of the Swiss Design Map - Swiss residence or Tokyo Art Book Fair Lars Müller Books Analogue Reality Exhibition, ggg gallery, Tokyo Tokyo Art Book Fair Focus on Switzerland, Gaien Campus of the Kyoto University of Art and Design & the Tohoku University of Art and Design, Tokyo Swiss Music Lounge Mobile Project at the Tokyo Jazz Festival, Tokyo International Forum, Tokyo Swiss-Japan designers exchange project (Partnership with Japan Design Promotion and SIA), during Tokyo Designer s Week, Axis Gallery (IMA), Tokyo Lars Müller Swiss Design Books at POST gallery Otto Künzli Exhibition, Tokyo Metropolitan Teien Art Museum, Tokyo Other: 50 years of USM related events Additional event as proposed by supporting companies at showrooms and private galleries all over Tokyo Next Steps: APR Reach out to potential sponsors MAY launch of competition for the design of the Swiss Design Map 2015/16 Meeting with all project partners JUN Choice of production team start of the work on Swiss Design Map 2015/16 SEP Launch EVENT, presentation to the media 6/7

7 返信状 /Reply Sheet 2015 年 9 月の発行をめざすスイスデザインマップ 2015/16 は皆さまからご意見をいただき共にプロジェクトを進めていきたいと希望しています We would very much appreciate to receive your feedback and involve you in the planning of the next initiative. Our aim is to have the new map released in September スイスデザインマップ 2015/16 へのご提案やコメントなど Your comments and suggestions for the Swiss Design Map 2015/16 2. スイスデザインマップ 2015/16 プロジェクト参加へのご関心がおありですか Are you interested to participate in the Swiss Design Map 2015/16 project はい /Yes いいえ /No 3. マップ掲載について allow us to feature your Shop/Products on the map 可 /Yes 不可 /No 未定 /Not sure 掲載内容は店舗位置と店名住所電話番号 URL などのデータ及び 150 字程度の紹介文となります内容については制作時にあらためて確認をお願いいたします Contents to be published include name, location, address, phone number, URL of shop and a short introduction text. All in approx.150 characters 4. 協賛金について Sponsorship 可 /Yes 不可 /No 未定 /Not sure 可の場合 / If Yes 一口 15 万円 / 150,000 yen per unit 一口以上などその他 / You can sponsor another amount ( 可能でしたら概算をお教えください / If possible, how much? 円 /yen) 5. 貴社名 Company Name: ご担当者様 Contact Person: ご住所 Address: 電話番号 Tel: 誠にお手数ではございますが 4 月 30 日までにか FAX にてご返信をお願い申し上げますなおプロジェクトの詳細につきましてはご返信をいただいた後メールにてあらためてご連絡いたします We would very much appreciate your response by or fax no later than 30 April, Details will be forwarded to you separately by . ご返信先 Reply To: スイス大使館文化広報部高橋優子 Tel.: (direct) Yuko Takahashi, Culture & Press, Embassy of Switzerland in Japan Fax: MAIL: tok.culture@eda.admin.ch 7/7