Introducing innovative designs developed with groundbreaking new methods.

The "Love Continuous Design" series, currently running in AXIS magazine from issue 172, is a project where designer Hisakazu Shimizu collaborates with seven leading Japanese manufacturers to develop original concept models, showcasing both the models and the development process within the magazine.

The "Love Continuous Design Exhibition" brings together all the models completed through this popular series. It also features videos detailing the prototype development by each company and interviews with those involved, articulating the project's significance. Throughout the exhibition, lectures by S&O DESIGN and the design directors from participating companies are planned, exploring new paradigms for rapid design development that transcend existing frameworks.

What is "Continuous Design"?

Shimizu's concept of "Continuous Design" is a design methodology developed to maximize the advantages of manufacturing in the new era. It utilizes 3D software to realize products that precisely capture the designer's vision down to the finest details.

The photograph at the top of this article features the bottle for Shiseido's perfume "White Rose Natural," which celebrates its 60th anniversary. Instead of the traditional flower, the design focuses on the thorns of the rose, embodying the product's name. By using the soft, translucent thorns of a young rose as a motif, it retains the fresh and ethereal image of White Rose while imbuing it with a strong, inner character.

This led to the creation of a new fragrance to match the bottle's design. Shiseido's Chief Perfumer, Tatsushi Hotta, crafted a fresh, vibrant scent that evokes the image of thorns. This original fragrance can be experienced exclusively at the venue for a limited time.

In conjunction with the exhibition, on Sunday, October 25th, Hisakazu Shimizu and the exhibition's curator, Eizo Okada, will appear at the "DESIGN TOUCH CONFERENCE" at Tokyo Midtown. They will provide a detailed introduction to the exhibition's highlights. For more information, please visit (http://www.tokyo-midtown.com/jp/designtouch/2015/entry/entry05.html).

"Love Continuous Design" Exhibition
Dates: Saturday, October 31, 2015 – Sunday, November 8, 2015
Hours: 11:00 – 19:00 (until 17:00 on the final day)
Venue: AXIS Gallery
5-17-1 Roppongi, Minato-ku, Tokyo, AXIS Building
Admission: Free
Participating Companies: Shiseido, Zojirushi Corporation, Fujifilm Corporation, Tendo Mokko, Kotobuki Co., Ltd., Noritake Co., Limited, Kokuyo Co., Ltd.