The Creative Direction for furniture brand Karimoku New Standard includes a wide range of tasks from the definition of the brand concept, the design & product strategy, the selection of designers, the definition of design briefings, the revision of designs, evaluation of prototypes to the control of the brand image and appearance, the selection and direction of collaborators like photographers, graphic designers and artists for the development of sales and communication tools like catalogues, flyers, websites, as well as exhibition concept & design and sales & promotion support. I have been acting Creative Director of the brand since 2013, after taking over the assignment from Teruhiro Yanagihara.

Project background:
Karimoku New Standard is a furniture brand launched in 2009 by the Japanese manufacturer Karimoku Furniture Inc.
It is a carefully curated collection of contemporary, joyful, functional furniture and home accessories, developed with a new generation of international designers. The designs combine the designers innovative spirit with Karimoku’s
profound experience in carpentry craftsmanship and cutting-edge technology. All items of the collections are made from sustainably sourced Japanese hardwoods.
The Karimoku New Standard collection is sold worldwide in 127 shops in 22 countries.
It is represented in the permanent design collections of museums such as the Fond National d'Art Contemporain, Paris and the Art Institute of Chicago. The brand has won numerous prices such as the IF Design Award, the Swiss Federal Design Award and the Good Design Award among others.