The True Value of Canada Goose, Sweeping Japan's Winters Vol.02 Architect Sou Fujimoto.
Canada Goose (CANADA GOOSE ) has been gaining more and more fans every winter, and its down, which has been produced in Canada since 1957 and made by hand with the finest craftsmanship, is becoming a winter tradition. But why does it enjoy such overwhelming support among such a wide variety of choices? Why does it tickle consumers' purchasing desires so much? In this second installment of our three-part series, we ask the experts on "Canada Goose" to find out the root of the brand's centripetal force. The "designate," installation, and philosophy that brought the two together, which until now had remained at a distance. How does "Canada Goose" look to an architect who builds things from scratch? We will delve into the appeal of "Canada Goose" together with an installation created by Mr. Fujimoto.
Born in Hokkaido in 1971. After graduating from the Department of Architecture, Faculty of Engineering, University of Tokyo, he established Sousuke Fujimoto Architects in 2000. In addition to the Japan Architecture Grand Prize and the JIA New Designer Award, he has received numerous other awards, including the WSJ Architecture Innovator and the Grand Prize of the Montpellier International Design Competition. He also won the Golden Lion for his exhibit at the Japan Pavilion of the 13th International Architecture Exhibition at the Venice Biennale.
Canada Goose's brand philosophy is similar to that of architecture.
DESIGNART TOKYO 2018 (DESIGNART TOKYO 2018) was held for 10 days starting on October 19, 2018. This event represents autumn in Tokyo, where the city is transformed into a museum and stores and facilities are decorated with artworks and installations. As part of this event, architect Sousuke Fujimoto created an installation in the show window of . *The installation will be on display until the end of February next year.
Mr. Fujimoto's installation at the Canada Goose Sendagaya store.
Quickly, how did you decide to do the installation?
climbing treesIt all started when Akio Aoki (MIRU DESIGN), the organizer of "Designart," called me and asked me to join. However, to be honest, I did not know much about "Canada Goose" at that time. I am an architect by profession, so I am actually not that familiar with the field of fashion (laughs). (Laughs) So, I visited the press room and asked about the brand. At that time, I was strongly impressed by the philosophy and spirit of inquiry behind the brand, as well as the fashion aspect. I thought that there was something we could be involved in, so I asked them to let us be a part of it.
What were the specific areas that impressed you the most?
climbing treesFor example, materials are scientifically examined at a broad level, and the way parts are made is a combination of logic and sensibility. Another thing to mention is that down is soft, fluffy, and elusive, but when you look at Canada Goose's down scientifically, it is very precisely made.
The installation was completed through a series of dialogues.
How did you complete this installation?
climbing treesFirst of all, we wanted to express the world view of "Canada Goose. In doing so, the material to be used would naturally be down. This idea was triggered by a book I saw in the press room, which was published to commemorate the 60th anniversary of Canada Goose. In the book, there was a photo that looked like an X-ray photograph of down hidden among the products. I was very impressed by it.
A page from the book created to commemorate the 60th anniversary of the founding of Canada Goose, which inspired Mr. Fujimoto.
It was for this reason that you decided to use the down itself.
climbing treesThat's right. After that, I thought about how to use the down, and I came to the conclusion that floating the down in a space of precise geometry would create a good contrast.
climbing treesThe result was a large show window with each down glued to a grid of black wires that floated in the air. Then, computer-controlled lighting was used to illuminate them. By doing so, the light moves against the motionless down, making the whole display appear to shimmer.
The scenery was impressive, with downs floating in alignment in the black space, seemingly endless.
climbing treesAs a result, we used over 27,000 downs. By arranging them in a way that implies geometricality, it also makes them look digital, so in that sense, it also speaks to modernity.
However, because it is a natural material itself, even though it is a small down, we can also think about the global environment from there. I believe that such a wide range of possibilities is also a part of the depth of Canada Goose. I think I was able to successfully express the spirit of "Canada Goose," which I felt is about visible and invisible things.
What I want to convey through the installation.
In a nutshell, what is it that you want to convey through this installation?
climbing treesThe most important thing is that we want people to feel the world view that surrounds Canada Goose. While being our daily wear, Canada Goose also supports extreme conditions such as Mount Everest, the North Pole, and the South Pole. In order to maintain the quality of our products, we are constantly conducting research and trial-and-error before they are made into products. On the other hand, the materials we use are nature itself. What this means is that the down for "Canada Goose" is not from goose that is raised for its down, but only from goose that is used for food. We are also resolutely committed to sustainable manufacturing. I would be happy if Canada Goose can convey the message that the world around us is all connected on every scale.
Mr. Fujimoto's choice of recommended Canada Goose models.
I am from Hokkaido, and I have always worn a down jacket. As a side note, I have been to many countries around the world, but so far I feel the coldest around Asahikawa, where my parents live (laughs). When I go to Europe in winter, I wear down jackets, but until now I have only worn lightweight down jackets. When I tried on a Canada Goose for the first time this time, I was surprised at its warmth and fit. It is heavy when you hold it in your hand, but when you put it on, it fits your body tightly, making it easy to move around and giving you a sense of security. I think this is an attraction that you cannot feel with any other down.
