Helinox, a globally renowned brand for outdoor furniture, has created a BE@RBRICK using the lightweight aluminum that is its hallmark. To commemorate its release, we spoke with Helinox Inc. CEO Young Lah (hereafter, YL).

Helinox is a brand launched by DAC Co., Ltd. (founded in 1988), which supplies lightweight aluminum poles and components for tents to world-class outdoor brands like HILLEBERG. The company designs innovative outdoor furniture that combines high strength, lightness, exceptional portability, and comfort, including the hugely popular "Chair One" in Japan, and has gained worldwide acclaim.

This BE@RBRICK, a collaboration with MEDICOM TOY, features a beautiful, seamless body in cyan blue, utilizing Helinox's signature lightweight aluminum. It bears the Helinox mark on the front and a message from the Helinox design team on the back, and comes with a special case inspired by the Chair One's design. This is an ultra-limited product, with only 50 pieces available worldwide.

To celebrate the release, we interviewed Helinox Inc. CEO Lah Young Whan about the company's origins, customer feedback, and this collaboration.

—Thank you for joining us for this interview. We'd like to take this opportunity to reintroduce the brand to our readers. First, could you tell us what kind of brand Helinox is? Please share its origins and the meaning behind the company name.

YLHelinox began in December 2009, with the Eclipse logo. The brand name is inspired by Helios, the Greek god of the sun, and Nox, the Roman goddess of the night.

Helinox is a global outdoor brand recognized worldwide for its products with a strong design aesthetic and excellent branding. Our motto is 'At Home, Anywhere,' and we create outdoor furniture that combines lightness and portability.
We are currently interested in creating new culture through various collaborations with artists, fashion brands, and IT companies, and are gradually expanding our reach into cosmetics and character goods.

—Helinox is known for its lightweight and compact "Chair One," which sparked its current popularity. Could you tell us about the background and initial concept behind the product's creation?

YLWe wanted to create a product that was not only lightweight and durable but also aesthetically pleasing enough to fit in anywhere, from a campsite to a design studio. Drawing on our extensive experience and aluminum technology, we developed the Chair One with its iconic cyan blue frame. It strikes a perfect balance between lightness, portability, and durability, making it furniture that anyone can use easily in any environment.

—The ultra-lightweight aluminum frame was born from the technology used for tent poles and components. What makes it superior to other products on the market?

YLWhat sets us apart is the suppleness and elasticity of our aluminum frames. This is made possible by our technology for creating uniform poles. If the poles are not uniform from end to end, stress concentrates at one point, leading to breakage. For tents, in particular, uniform stress distribution is crucial for quality, such as wind resistance.

—You've expanded your lineup beyond tables and cots to include bags and accessories. What are your priorities and core principles in product development?

YLWe are planning products that can integrate into various markets, not just camping furniture. While ensuring compatibility with our existing furniture, we focus on developing products that can be used in daily life by considering the latest designs and consumer lifestyles.

—What are your most popular products in Japan currently? And why do you think they are so well-received?

YLIt's definitely the "Chair One." People in Japan have a strong interest in music and enjoy a wide range of genres, from traditional to J-POP, rock, and classical. Many also attend outdoor festivals.
The Chair One is loved for its versatility at various events, appealing to young people expressing their fashion and style at festivals, as well as older generations wanting to enjoy music from the 70s and 80s together.

—What kind of retail strategies and promotions have you implemented in Japan so far?

YLWe analyzed the styles preferred by our main target audience, established criteria for selecting collaborations, and promoted our products through magazines, web magazines, and blogs to encourage their use in various outdoor activities popular in Japan, such as cherry blossom viewing and fireworks festivals. This has helped our products become a part of Japanese culture.
Additionally, we collaborated with Neighborhood, the streetwear brand Bape, the symbol of high quality TSL (The Superior Labor), and the trend-focused AFE brand, which increased brand recognition. Through differentiated products and engaging content, we have captured the hearts of consumers across various sectors.

—Are there differences in best-selling products depending on the country?

YLCamping styles vary slightly depending on the country's size and culture.
In the US and European markets, where tent camping and backpacking in national parks and wilderness areas are popular, standard products like the Chair Zero and Chair One from our outdoor line are preferred.
In the Korean market, where leisure camping at campgrounds and auto-campsites is common, our trendy tactical line is popular.

—Recently, items in collaboration with Maison de Vacances, UNDEFEATED, PENDLETON, and F.C.Real Bristol have been released, and the collaboration with fragment design also generated significant buzz. What are Helinox's expectations for collaborations, and what has been the response so far?

YLFortunately, we receive many collaboration offers from various brands. This is possible because Helinox products, backed by our technical expertise, are trusted.
We have steadily pursued collaborations since a time when they were not as common between outdoor and fashion brands. Through collaborations, we continue to discover new possibilities, reinterpreting Helinox's existing inline products to create fresh and differentiated items. We are also delighted that this process allows us to introduce various brands to our Helinox customers.

—What led to the collaboration with MEDICOM TOY's BE@RBRICK? What made it appealing?

YLWe have collaborated with various brands before, and the witty designs of BE@RBRICK have always intrigued us.
We were planning content centered around Helinox's unique aluminum technology. At that time, seeing BE@RBRICK's consistently high quality and clever designs from MEDICOM TOY, we felt a similarity to Helinox. The idea of a BE@RBRICK in Helinox's signature "cyan blue," born from this small spark, was exciting even just to imagine, and we believed a wonderful creation would emerge from the meeting of Helinox and MEDICOM TOY.

—Producing a BE@RBRICK in ultra-lightweight aluminum must have been a significant challenge. Could you share any anecdotes about the production process, such as details about the color, design, or specifications that you focused on?

YLThe production of the BE@RBRICK was a major challenge for our engineers as well.
Due to the BE@RBRICK's structure, its center of gravity is positioned towards the head, making it difficult to stand on its own. We experimented with various methods to solve this problem, and the sense of accomplishment when we overcame it is still vivid in my memory.
Furthermore, the arms and hands are detachable, allowing for various poses beyond just standing upright.
Additionally, we achieved the signature Cyan Blue color by applying an anodizing process to the aluminum material, a key feature of our technology.
The BE@RBRICK's case was designed to reflect the characteristics of Helinox's Field Office products, crafted with a custom bag and aluminum poles. Every step of the process was enjoyable, filled with a sense of accomplishment and fulfillment.

—Who do you hope will purchase this BE@RBRICK?

YLFor this Helinox X BE@BRICK collaboration, we hope to capture the interest of fans who have cherished BE@RBRICK for the longest time. We hope this BE@RBRICK, specially crafted from aluminum by Helinox, will be loved by many.

—Do you have any plans for future projects with MEDICOM TOY?

YLWorking with MEDICOM TOY was enjoyable, so we hope to maintain a continuous relationship and pursue new, spontaneous projects. We aim to continue fostering synergy through organic connections. If I had to pick one, I'd be interested in trying PVC toys (soft vinyl toys).

—Finally, could you tell us about Helinox's plans for the upcoming peak outdoor season as summer approaches?

YLOn May 20th, we opened the "Helinox Creative Center Tokyo (HCC Tokyo)" in Japan. As our first flagship store overseas, it is located in Harajuku, a hub for fashion and shopping that attracts people from around the world. Here, we directly introduce a diverse range of Helinox products to domestic and international customers of various ages. We also aim to provide various services by continuously observing and reflecting the feedback from our Japanese customers.

Helinox × BE@RBRICK Edition One 400%
Size｜Total height approx. 280mm
Release Date｜Scheduled for release in June 2023 in limited quantities at 2G and MEDICOM TOY PLUS
Price｜¥528,000 (tax included)
※Limited quantities available. Please forgive us if sold out.
©️ 2023 Helinox
BE@RBRICK TM & ©️ 2001-2023 MEDICOM TOY CORPORATION. All rights reserved.

2G TOKYO
Address｜Shibuya PARCO 2F, 15-1 Udagawa-cho, Shibuya-ku, Tokyo
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