One designs books, another games, and I run a toy shop: "play set products"

—What inspired you to become a designer/illustrator, Shirou-san?

I used to work for a toy company. It was a normal office job, but I was designing toys there. However, I was always interested in things for the indoors from the beginning.—
I liked furniture too, and it all stemmed from wanting to create everything around me myself.
The name "play set products" is a term we coined. In America, a collection of toys with a mat, cars, a house, and people is called a "play set." We added the word "products" to signify making such products ourselves and made it our company name. I design bicycles now, but I design everything from things to wear to things to ride, and I also do furniture. However, since I love toys, they naturally make up a large part of our work.
In my case, I also sell toys as objets d'art. So, we sell them only in museums or do things a little differently. With this concept of "designing all aspects of life," I don't consider myself just an illustrator, nor do I particularly identify as a designer. I see myself as a designer contributing to the creation of products.

—How did you meet the other members of play set products?

One of the members and I have known each other since we were born at the same hospital. Our parents worked at the same company. So, we can communicate with just a few words! (laughs)

—That's like an inside joke between old friends! (laughs)

Exactly! (laughs) I met the other member in art school, and we've known each other since our teens, so that's also a long relationship.

When I went independent, I invited them both. They were both working as salaried employees. One was designing books, one was in games, and I was working in a toy shop, so each of us had our own area of expertise.

—It's impressive how clearly your roles are divided!

Yes, they are. We all draw, too. So, we're a pretty fast-paced company.

—Do each of you have distinct design characteristics?

Yes. However, I generally lead the drawing, and the staff handle the final touches. Masahiro Nakahara is good at meticulous work, like bookbinding and layout, as he used to do that. Koichi Nishizuka understands visuals because he worked for a game company. I understand the overall manufacturing process. It's fastest to draw with manufacturing in mind. I also worked in sales, so I get involved in pricing and distribution. I decide where to sell and who to wholesale to.

—That's essential for branding, isn't it?

It is. I handle branding myself. I've always enjoyed that. You can't understand things if you don't look at the whole picture, right? I can consider various balances, and it's faster to do it all myself.

My favorite is Modern Pet's "Dreaming Bear Dog"

—Have you been influenced by anything in particular in terms of design?

I'm influenced by products. I graduated from art school, but I barely remember anything about fine art (laughs). There's no obsessive passion for it. However, I've loved objects since I was a child.
I used to go to flea markets and antique fairs in middle and high school. So, I think I'm heavily influenced by objects.

—You have many bird objects in your room; do you like them?

Yes, I do. They're beautiful.

—Do birds hold a special meaning for you?

When I was a child, my father kept many birds. About 50 of them.

—50 birds!? What kinds?

Various kinds. I always watched them, so it might be in my blood.

If you want to do something quickly, just make it yourself and sell it

—What does being a designer/illustrator mean to you, Shirou-san?

What does it mean, indeed?—

I enjoy it, and it feels like work, but it also feels like play. Also, I can be free with my ideas. It's hard to explain. In my case, I do a lot of character work, and often create things from scratch, so designing as a job is something I find very enjoyable.
And then, first, make it into a tangible product. Turn it into a product, get it into distribution, let many people see it, and then, if I want to bring it to life, create visuals. Then, perhaps publish a book, and so on. The expansion is fun.
That's why I don't just draw and sell illustrations, nor do I hold solo exhibitions. I don't intend to sell just the drawings. I draw for the sake of the product.

—There are young people aspiring to be designers and illustrators. Do you have any message for them?

Going to school is fine, but if you want to do something quickly, I think you should just make it yourself and sell it.
There's no other way. That's your presentation, and everything is in that. How to package it, how to make the product, what the price should be. It's all included, isn't it? If you can do that, I think you can do anything.
I also don't like being affiliated with an organization as an artist, so just make something and sell it. That's the fastest way. Whether it sells or not is another matter, of course.

—So, you need to take action?

Yes. Also, I think it's difficult if you can't handle planning and sales aspects as well. Especially going forward. Beyond that, just have free ideas and do whatever you want.

—What direction are you considering for your next projects?

I'm glad we were able to venture into the new genre of watches this time, and that I could create a "G-SHOCK" from CASIO, a watch I love. So, next, I'd like to discuss various other products besides characters, as I already have ideas. In any case, I want them for myself (laughs).

—Thank you very much.





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Tel. 03-5334-4869
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http://g-shock.jp/stw