Could you tell us a few words about your design background?
I, Keiji Ashizawa, have a background in both craft and architecture. I spent the first
10 years of my career working as both an architect and steel fabricator. We present
works of "honest design" – simple yet refined, thoughtful and of a light kind – derived
naturally through the process of attempting to maximize the potential of each material
and its function.
Could you tell us about the biggest influence on your creativity?
The biggest influence on my creativity is the experience I had in both the architectural
and crafting industry. I always think about structural aesthetics and how the selected
materials are working together to create the whole.
Which part of your design process is the most important for you and has the
biggest influence on the final results?
We regard "perfection" as the essential design thinking, and try a variety of ideas until
we get a satisfactory result. For products, we start the design process by sketching
details and constructions to establish the characteristics of the project, and test them
by making 3D CGI and physical mock ups with 3D printers and traditional paper
What is the main shared value with Tamo, the bridge in between brands?
Tamo and we share the same view on the beauty of natural solid material and
craftsmanship. It was very smooth for us to start working together since we both
knew what is rational yet beautiful in the form of products.
Could you give us some insights into the NOKI design process?
Could you describe the main assumption of your project, the main focus?
The creative process and the selection of the material?
When we started working together, the goal was already defined. We brainstormed to
find out the best solution for a small shelving unit that is flat-pack and yet with a
sense of luxury. Our material selecting process was really quick because Tamo's
commonly used materials are the finest which are already desired.
Could you tell us more about the construction of NOKI in reference to
Noki is a Japanese term for the construction of eaves and rafters to hold an
overhanging roof of a traditional Japanese building. This NOKI shelving unit is
inspired by noki's structure to provide a functional display and storage space in a
Could you point out the most important value of the project which makes the
This shelf is aimed to be shaved off any unnecessary element for its functionality.
The fine material and the experienced craftsmanship of Tamo's team could bring this
product to life.