"Design Dissection: Seeing the World Through Familiar Objects," directed by graphic designer Taku Sato, is currently running at 21_21 DESIGN SIGHT in Roppongi through January 22, 2017. Launched in 2001, this project by Sato dissects familiar products like the Fujifilm Instax and Takara Tomy Licca-chan dolls from a design perspective, thoroughly examining the origins of each product. The exhibition focuses on products from Meiji Co., Ltd., the group celebrating its 100th anniversary. Sato commented on the project's purpose: "In reality, very little is known about what goes on behind the scenes of familiar mass-produced products. That's why the 'Design Dissection' exhibition approaches familiar products from the outside in." The products dissected this time, such as Kinoko no Yama and Meiji Essel Super Cup, are so well-known that you can imagine their flavor just by looking at their packaging. However, the average consumer rarely reflects on the extensive trial and error that goes into bringing a product to market, including naming, logotype creation, packaging design evolution, and ingredient composition. This exhibition showcases works such as a giant "Kinoko no Yama" sculpture, a diorama recreating a satoyama (a rural mountain area) printed on the packaging, and a "dot-letter printing mechanism" inspired by the process of printing expiration dates. Visitors to the exhibition booths featuring "Kinoko no Yama," "Meiji Bulgaria Yogurt," "Meiji Milk Chocolate," "Essel Super Cup," and "Meiji Oishii Gyunyu" (Delicious Milk) will discover that each product is the culmination of the polished, multifaceted work of numerous professionals dedicated to successful branding. The creators' dissections add rich individuality to these otherwise impersonal industrial products, and hopefully inspire viewers to adopt an anatomical perspective.
【Exhibition Information】
"Design Anatomy: Seeing the World through Familiar Objects"
Venue: 21_21 DESIGN SIGHT
Address: 9-7-6 Akasaka, Minato-ku, Tokyo
Dates: October 14th to January 22nd, 2017
Hours: 10:00-19:00 (last admission at 18:30)
*Extended hours until 22:00 on October 21st and 22nd
Admission Fee: Adults 1,100 yen, University students 800 yen, High school students 500 yen, Free for junior high school students and younger
Closed: Tuesdays, New Year's holidays (December 27th to January 3rd)