Day 1

It had been a full four years since my last visit to San Francisco. Upon arriving, while en route from the airport to the hotel, I was asked, "How many times have you all been to San Francisco before?" The car's occupants included GQ JAPAN's Editor-in-Chief Suzuki, UOMO's Editor-in-Chief Yamazaki, model Licht, who had come from Portland, and several other journalists.

Answers ranged from "This is my first time," to "Maybe my third," and "My fourth." I replied, "About ten times." Later, counting calmly on my fingers, I realized it was probably my seventh visit. I regretted my exaggeration, but there was no chance to correct it.

After checking into the hotel and quickly unpacking, I headed to the event venue. Looking at the rooftops of buildings from the car window, I was reminded of a catalog shoot for a men's brand around 1995.

The photographer and I staked out a spot in the cafeteria on the rooftop of an art school. We scouted for distinctive male and female students from among those who came by, had them change into clothes we brought, and shot them on the spot. It was a guerrilla operation, and if the school staff had found us, we would have undoubtedly been kicked out.

However, both the photographer and I acted as if we were students there, making an effort to blend in. Thanks to this, despite shooting in various locations around the campus for half a day, we faced no repercussions. I was surprised by how stylish the students' fashion was.

There were students with individuality and flair everywhere: female students who wore Dickies cotton pants with a masculine style, a tall, lanky guy with long hair wearing black Converse All-Stars, and a couple with stylish tattoos on the crown of their heads, like skinheads...

Their style felt more real and relatable than the American styles I had seen in New York or Los Angeles up to that point. "I wonder where that school was?" I pressed my face against the window, but I couldn't find it.


The purpose of my visit to San Francisco this time was to attend the launch event for the latest collection of "Santos de Cartier." Press from America, France, the UK, China, and many other countries were invited. Celebrities such as Jake Gyllenhaal, Sofia Coppola (who directed last year's short film about La Panthère), and Annabelle Wallis, who appeared in the campaign movie, were also present.

At the event venue, a "Social LAB" was held, bringing together entrepreneurs and creators active in various fields. This was like an informal discussion forum, with group talks of 4-5 people as the main format. The audience could interrupt with pointed questions during the discussions. There was no stage; panelists and the audience were at the same level, talking and listening. It reminded me of a Beat Generation poetry reading.

Ah, right, this is San Francisco, I thought, and I felt a sudden urge to visit City Lights Bookstore. Visible from the venue's windows was the San Francisco Giants' home stadium, AT&T Park. The charming ballpark further soothed my soul.


Several "Social LAB" sessions were taking place at various locations within the venue. This was an intriguing initiative where several panelists engaged participants in lively discussions on a wide range of topics. We were free to join any discussion.

At first, I was intimidated, thinking it would be a heated debate like "Live Talk 10 Hours" on TV, but that wasn't the case. Everyone maintained a remarkably calm and gentlemanly demeanor when asking questions or stating opinions, which left a strong impression. Ah, if only I could express my opinions so eloquently in such a setting, I thought, feeling ashamed of my lifelong lack of study.

What most captured my interest at this event was the entrance lighting installation by the Paris-based art unit "Nonotak." The display, utilizing the latest lighting technology, was breathtaking. The entire venue felt like a stage, making us, the guests, feel as if we were performing something there.

It was truly a magnificent theatrical space, and this entrance served its role as an introduction perfectly. I, too, was enveloped in a sense of excited anticipation for what was to come.

Later, for a change of pace, I stepped outside the venue for a moment. Hearing the cheers of the crowd from AT&T Park, home of the San Francisco Giants, I couldn't help but do some shadow batting. I was a baseball boy in my youth. The body remembers.

After finishing the shooting at the venue, I returned to the hotel. After a quick shower in my room, I headed to dinner. That evening, all the press from around the world were invited to a gathering. The location was a colonial-style Vietnamese restaurant called "Le Colonial." As I left the hotel, I remembered having been to this restaurant before.

The last time I visited, as soon as I sat down, the scene of the French colonist and the protagonist's interaction in the movie "Apocalypse Now Redux" flashed through my mind. The harmony of the dim lighting illuminating the walls, tables, and floor created a uniquely aristocratic atmosphere. The food, while not a special menu, was delicious. I regretted not wearing a white linen suit, but it was too late.

Passing through the atmospheric entrance, I found a live band (country rock) playing, and there was a cocktail hour before dinner. The attire of the attendees was smart casual, adhering to the dress code. I felt relieved. Although I wasn't wearing a jacket, I told myself, "This blouson is perfect for the evening!" as I took a champagne flute from the waiter's tray.

• Experiencing the Spirit of Santos: A Journey to San Francisco Vol. 2

• Experiencing the Spirit of Santos: A Journey to San Francisco Vol. 3