CITIZEN Design Studio: Look into Designers' Brains

KIH · 2012-11-25T19:50:33Z

Explore CITIZEN Design Studio during Tokyo Designers' Week, revealing the creative process behind Eco-Drive EYES, Nova, and Luna concept watches.

CITIZEN Design Studio - "Look into the Designers' Brains"

As mentioned before, CITIZEN's Design Studio is in the Omotesando/ Harajuku area and the area has annual "Tokyo Designers Week" and CITIZEN opens up the studio to public to show what the designers processed their thought into the product. CITIZEN has been participating in this local event since 2010. CITIZEN's theme this year is "Look into the Designers' Brains".

I was invited to the press event on the eve of the event week and found out interesting stories about "how the design popped up in their heads and what went through the designers' brains to make it to the products", especially the latest concept models announced/ exhibited at the last Basel Fair.

The opening remark by Mr. Inui, Director of the brand (responsible for the CITIZEN Brand), with the introduction of the soon-to-be-launched "Eco-Drive EYES" which debuted at the 2010 Basel as a concept model.

"We have been working on many projects to enhance our brand perception and differentiation from other brands since 2008. One of them is the creation of those 'Concept Models' where we tell the designers to have no boundaries and engineers to make anything happen. We want to make the Japanese watch more fun. Concept Models are not meant to be only for exhibition, but intended to be sold to the public. So far, most of the Concept Models have been, although in a small quantity, made to the market and all sold out, fortunately. This new 'EYES' was announced in 2010 in Basel and finally will be launched in the coming Spring next year. The mono-tone dial, white or black, including the tall index are all made with ceramic. The main design concept is 'light and shadow'. With the tall index lets you enjoy the contrast of the 'light and shadow'. Very simple, modern, but it has the element of the traditional Japanese beauty. After all, CITIZEN is the Japanese brand and we do not aim to become a Swiss watch brand."

He then quoted "In-ei Rai-san: en.wikipedia.org " and showed the promotion video of "Eco-Drive EYES".

"In-ei-Rai-san"

Next up were the real designers of the Concept Models of 2012 Basel - Eco-Drive Nova and Eco-Drive Luna. They are both designed by women of this Design Studio and the models are targeted for women.

They are also both Eco-Drive, Radio Wave and use LED. And they were both influenced by the 3.11 disaster where power is out and everything was dark for a while. Where lives are there should be lights and these designers saw how even small and faint light at night gave people's face smile, and that inspired them to go for these particular designs putting emphases on the "lights".

1. Eco-Drive Nova - Designed by Ms. Marie Yoshida

Designer - Ms. Marie Yoshida

At 2012 Besel, CITIZEN announced two Concept Models as the "New Generation" Eco-Drive. Eco-Drive has always been using or absorbing the lights, but these two models actually emit lights in return. Several new technologies and materials helped this progress happen.

The main Concept is "Seeing the light", "Delight, "Sparkling Light Display".

The biggest highlight is the use of ulexite with which the thing under it visually pops up as if the the base became the surface. They gave each of the attendees kid's toy version of it and hope those photos show how interesting it can do. Nova uses much higher quality ulexite.

The picture on the paper just pops up through this thick half-transparent "glass stone".

Videos of the play of the lights - I would love to handle it to see how to actually show the time.....

"I was surprised and grateful to everybody including engineers and management for making this design to Basel."

2. Eco-Drive Luna - Designed by Ms. Reiko Mitsugi

Designer - Ms. Reiko Mitsugi

The main theme is "Elegance of Silence".

Although using 60 high quality diamonds, showing everything is not the way women like. This very popular French brand shoes has red sole, which I can't see, but it is important for women to have this feature. Likewise, even in men's traditional Kimono, the design of the lining is very important, although nobody sees it, other than you.

For the black version, the diamonds are hidden under the smoked glass and they are not too visible under the normal light. Even more "fun of hiding".

Videos of the "second hand". See the diamonds lit one by one each second, and moves just like the second hand.

"I also appreciate all those who listened to my crazy women ideas and made it to Basel."

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Both designers answers the question from the MC.

Mr. Inui then introduced Eco-Drive Proximity which will be launched later this month. See my previous report on CITIZEN here: home.watchprosite.com /

The closing remark from Mr. Ryota Aoyagi, CEO of CITIZEN Watch.

"The brand ' CITIZEN' will come up with fun and interesting watches going forward, and I would be very happy if you could smell something that hints the direction here in this event. These events where we show the customers how we think of something new, or what is on our mind is our new initiative and I feel it is very important. We will continue to have these events to have ourselves better understood. We want everybody to have 'fun' by seeing or owning and using CITIZEN watches."

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Other Concept Models and the comments of the Designers.

AIRSHIP (not a concept model, but one of the designs in the internal cometition)

Designer's comment:

Eco-Drive Satellite Wave

Designer's comment:

Eco-Drive Dome

Designer's comment:

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It was an interesting event where we can actually hear the story behind the design and talk with the designers. Looking forward to the launch of the "Eco-Drive EYES" in the near future.

As always, special thanks goes to CITIZEN PR team and Design team.

Thanks!

Ken

CITIZEN Design Studio: Look into Designers' Brains

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