After joining Sony as an Industrial designer in 1981, Fumitaka Kikutani worked successfully on various categories such as personal audio-, and broadcast equipment. In 1993 he received the call to open a new Design Centre in Brazil and after completion of this challenging project returned to Tokyo. Back in the Creative Centre, Kikutani-san was in charge of Digital Imaging and from 2003 oversaw design of the entire range of mobile products including Digital Imaging, Personal Audio, eVehicle and VAIO as General Manager. Since 2005, Kikutani-san has been in charge of the Design Centre Europe located in London. In the following interview, Kikutani-san reveals some of his unique insight into Sony Design.
Which products have been influenced by Design Centre Europe and the European “touch”?
Our mission is to create new products that fit today’s lifestyles while still reflecting each region’s local characteristics based on the Sony Design philosophy. In addition, DCE aims to globally communicate new product concepts based on European culture like the expressive mood colours for the Vaio C- Series launched last September. So we honestly can say that since the establishment of the first design centre in Europe in Stuttgart in 1980 followed by the one in London in 1991, numerous products have been created and designed to suit the European market while European style also has made a noticeable impact on Sony’s global design.
What is your team in London currently working on? Can you tell us a little bit about a day in your office?
Please understand that I cannot reveal any details about ongoing developments and processes. Times are very exciting right now and our three areas of involvement - Industrial Product Design, Interaction and Graphic Design - are working intensively to bring together state of the art design and latest engineering for the ultimate result. We will be able to share some more information in the near future.
What makes the Sony Design so special?
Sony Design aims to create an attractive lifestyle by unifying the Sony Group assets, particularly in electronics, as well as games, entertainment, mobile communications, and others. Customer appreciation of our products is essential and Sony Design always strives to create the uniqueness that differentiates Sony from others. We believe that the most important aspect of designing is to achieve the ultimate balance between the beauty and usability of our products but this will not be successful without the enthusiasm and acceptance of the consumer.
What is "Sony Design"?
"Sony Design" refers to the designs of Sony products and logos that are made by Sony Corporation Creative Center and by the design divisions of Sony Group companies under the control of those centres (referred to below as design divisions). Think of it as the container into which we place our activities along with something akin to our Sony spirit or DNA, which is passed on in an unbroken line of transmission.
Recently, Design Centre participated in an exhibition presenting some prototypes in cooperation with Lombard craftsmen during Milano Salone 2007. How did that project come about?
This was a very special experience for us at the Design Centre, as it was the first time we had coupled Sony’s outstanding electronic technology with the craftsmanship of Lombard artists. How did it come about that project? A member of Design Centre visited Milano Salone 2006 last year and the idea of doing a show like this was born. Seeing the immense value of this collaboration, the designer raised the idea in his division back in Tokyo. He was so convinced about this project that he announced that he wanted to take part in it "even if it was at his own expense" and his powerful enthusiasm ultimately convinced the Creative Centre and other members. The rest of the story was showcased last month as you already know.
How long did the development and preparation of the prototypes take?
From the moment of the idea until the final installation of the prototypes in Milan it took just under a year.
Will the prototypes introduced in Milan during the Salone 2007 be commercialised in the near future?
We are currently studying future opportunities but have no plans to commercialise the shown prototypes at the moment.
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