Sense
vol.1769
Currently, our company is in the process of recruiting new graduates for designer positions, and the final interviews began yesterday.
As expected of those who made it to the final round, everyone is talented.
In fact, sometimes when I see their striking, vibrant, and highly transparent sense, I even feel a sense of rivalry (laughs).
Such a breath of fresh air brings vitality to the organization.
My heart swelled with anticipation for that.😊
Speaking of designers, recently, there have been many topics about hiring famous designers to leverage them for corporate revitalization.
For example, FamilyMart is one of them.
Designing the "next convenience store"
The company opened its first flagship store, "Famima Park Azabudai", this month. Under the supervision of creative director NIGO®︎, they have adopted a design that sets them apart from conventional convenience stores, ranging from architecture and store layout, fixtures, to uniforms and official characters.
By offering many limited-edition products and services available for the first time in all stores, they are promoting the "next convenience store".
〈FASHIONSNAP.COM / July 9, 2026〉
The architecture and store design were handled by Wonderwall, led by interior designer Masamichi Katayama.
The gray exterior walls have organic curves, and the roof is landscaped with greenery.
By blending naturally with the surrounding buildings and environment, such as Azabudai Hills located across the street, it creates a park-like landscape, resulting in an open and spacious area that feels like an urban oasis.
And the merchandise design is handled by Hiroyuki 'Hi-Rock' Horikoshi, a graphic designer who was active at A Bathing Ape®.
Of course, there is also a corner for "Convenience Wear", an original apparel brand created through a collaboration between fashion designer Hiromichi Ochiai and FamilyMart.
They stock all products for every season.
As you can see, FamilyMart is involving illustrious designers.
Personally, when I hear the name NIGO®, it reminds me of my youth.
In 1993, NIGO® opened the shop "NOWHERE" on Takeshita Street in Harajuku with Jun Takahashi.
They launched "A BATHING APE" in earnest, and it was a symbolic presence of Ura-Harajuku culture.
I was a high school student at the time.
It was truly the prime of my youth.
By the way, the core customer demographic for FamilyMart is said to be people in their 30s and 40s.
This flagship store presents a vision of a convenience store not just as a place for daily necessities, but as a "destination" that people want to visit on purpose, so I am expecting to see the effects of these personnel choices😊
A major step toward a global strategy
As a familiar example from everyday life, GU is also making a bold decision.
They have hired former Marni designer Francesco Risso.
They announced that they have brought him on as the new creative director and will be the entire product line significantly revamping.
<Shukan Josei PRIME / July 25, 2026>
Risso is a designer who previously built a unique aesthetic at Marni and captivated fashionistas around the world.
Looking at the newly released outfit photos and product visuals,
"It's amazing, with a sense of luxury and style that you wouldn't expect from GU. Truly impressive."
"I'm so grateful that they provide stylish items at such a low price."
"I'm definitely buying it, I want to wear it soon and I wish it were autumn already."
there seem to be voices of praise being heard.
So, why did they hire Risso?
It seems the goal is to increase global awareness.
GU's public relations representative
"We felt that a renewal to increase global awareness was necessary, not just in Japan. By combining the worldview of GU, which has always valued customer feedback, with the worldview of Mr. Risso, who has been active globally, our aim is to further increase our recognition and broaden our appeal."
they commented.
Indeed, there seem to be some who are confused by this different direction from the brand concept of GU, which stays close to the customer's lifestyle perspective.
To those who hold such feelings, the company is further
“I would be happy if you could see it as having added color schemes and variations in texture to the mix. We have added lengths that suit Japanese people, and for some items, we also offer length variations including longer and shorter sizes.”
is the message they are sending out.
Long-standing companies are “constantly innovating,” and it is just as important for a brand to always bring in a fresh breeze.
I look forward to GU's future developments and its expansion across the world😊
A Designer's Problem-Solving Ability
To begin with, what is a designer's job?
Of course, it involves designing visuals, but the essence is
“solving problems.”
For example,
things like:
● Making difficult-to-use screens easier to use ● Turning hard-to-convey information into a format that gets across ● Making hard-to-sell products easier to choose ● Making complex experiences easier to understand
Their major role is to design solutions for the troubles that people and companies face.
There is someone who is putting this designer's way of life into practice on a remote island.
That person is Kazunori Ikeda, the president of Islandex.
〈Nishinippon Shimbun / July 22, 2026〉
I was originally a freelance designer, but now I run a company that specializes in remote islands and handles about 800 moves per year for relocations.
Why is that?
It started 13 years ago. It was a consultation from a couple from Amami Oshima, Kagoshima Prefecture, whom I met by chance.
"We want to return to the island, but the moving quotes are high, and moving companies don't want to do it, so we're in trouble."
So, Mr. Ikeda searched for moving companies and shipping lines himself to work out a deal, and it ended up being cheaper than the estimate, and the couple was moved to tears with joy.
When he wrote about it on his blog, he received inquiries from several people wishing to move to remote islands.
In response to that
"I can do work that is useful to others"
he thought, and established a moving company.
Moving to remote islands carries the risk of ferry cancellations and damage due to frequent cargo transfers, which can lead to potential breakage, but he made efforts such as developing sturdy cardboard boxes suitable for marine transport, and established a system that can cover 80% of the population across over 400 inhabited remote islands nationwide.
By the way, last year's annual sales were 800 million yen.
He doesn't have the title of designer now, but it can be said that his activities show the designer spirit of making problem-solving his livelihood.
As you can see, designers are a very valuable profession.
And, I would like to continue the selection process so that we can hire good new graduates😊
Thank you very much for reading until the end today!