On November 27th, a talk entitled "Creating Culture through Design: A New Style and Architectural Approach to Changing the World" was held at TSUTAYA Bookstore in Daikanyama T-SITE, Tokyo. The speakers were Paolo Pininfarina, CEO of Pininfarina, a leading figure in the Italian design world, and Muneaki Masuda, President and CEO of Culture Convenience Club Co., Ltd., which operates TSUTAYA and other stores. Pininfarina, a design factory founded by Paolo Pininfarina's grandfather, has produced numerous products, primarily for global automotive companies. One of its most notable works is the series of designs for the Ferrari car brand. Meanwhile, Muneaki Masuda is also known as a car enthusiast, proposing lifestyle ideas for cars and hosting classic car races at Daikanyama T-SITE while promoting lifestyles through TSUTAYA.

Their talk session developed into an opportunity to reflect on the connections between design, education, people, and culture through their relationship with cars.

Masuda: When I was a student and traveling by bus in Rome, Italy, a cool silver car passed us and made a strong impression on me. It was a Ferrari Dino, Pininfarina's masterpiece. Ever since, I've dreamed of owning a Dino once I started earning my own money.

Paolo: The Dino was the first car designed by my father, Sergio Pininfarina, on his own initiative. One of my favorite things as a child was taking my father for drives in that Dino, so it's a car I have a lot of sentimental attachment to. The Sergio, announced by Ferrari this year, is also a homage to the Dino and my father.

--The Dino's greatest feature was its mid-engine system, which placed the engine in the center of the car, a system that Ferrari used in F1 at the time of its release. It is said that Sergio Pininfarina struggled to convince Ferrari to adopt it after much effort. Nowadays, mid-engine designs have become a standard feature in Ferrari car design.

Paolo: There are two main characteristics of Pininfarina's designs. One is the consistency and harmony between function and design. The other is surprising innovation. We believe that elegance is important while maintaining the essentials. This is something that is also incorporated into Pininfarina's product designs other than cars.

Masuda: What do you think elegance is?

Paolo: It is very difficult to eliminate unnecessary elements and achieve beauty while maintaining simplicity and functionality, but I think that is what allows Pininfarina to compete with other companies. Elegance is difficult to define, but it is probably a connection to nature and a respect for nature. To give an example, a friend of mine who loves golf once said, "The most important thing in golf is to swing elegantly." He means that elegance is being able to swing the club naturally, quietly, without exerting force.

--The conversation then turns to how to share or communicate this design philosophy.

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