Tokyo-based NO DESIGN have a disciplined approach and operate with a creative economy that prevents them being distracted from the central message. They focus on precise details of a concept and resist the temptation to overcomplicate. Jun Nakano and Masaya Muto worked together in the design department of the creative studio BLOCKBUSTER, and started NO DESIGN in 2009 to focus exclusively on branding and graphic design. They are searching for a balance between the “extremely concise and the excessively chaotic. We represent the ‘No’ against valueless and inconsequential ‘Design.’”
A year before he launched ANREALAGE, Kunihiko Morinaga was introduced to Nakano and made an immediate impression – the encounter laid the foundation for a professional relationship that began with the company’s official launch in 2003. “We simply started to share thoughts and carry out projects together,” say NO DESIGN. The conceptually driven label is suited to the gallery yet remains accessible in the retail environment. ANREALAGE re-examines the original beauty of daily life, and each collection is supported by the motto, ‘God is in the details’. There are distinct creative parallels with NO DESIGN.
NO DESIGN believe there has been a natural progression between the companies. A bond has developed that provides security and stimulation within the relationship. “We are motivated by the continual exchange of thoughts and ideas with ANREALAGE. As a result, there is a synergy in the creative process.” The collective energy and confidence in their work is the sign of a true collaboration. While this level of professional unity cannot be forced, NO DESIGN believe a strong, collaborative relationship can be built with clients who do not have personal creative backgrounds. A complementary aesthetic is important but must be supported by intelligent and incisive dialogue. Although NO DESIGN are thorough and enthusiastic, depending on the situation, they acknowledge the need for a “flexible attitude from the client to produce the best solution”.
The fashion industry offers NO DESIGN the specific opportunity to move between two- and three-dimensional solutions. This was particularly evident for the Autumn/Winter 2009/10 collection by ANREALAGE, which directly challenged conventional ideas of form and structure. The garments were so structurally innovative NO DESIGN were able to seamlessly translate this into a pop-up invitation without undermining the catwalk experience. After the event the audience was left with the impression of a completely integrated message.
To be successful, graphic design for the fashion industry must “forget the idea that fashion is high culture and try to appeal to the person who really wears the clothes”. This direct approach is achieved by communicating the brand with clarity and honesty. While visual presence is vitally important, NO DESIGN reject a purely emotional response to fashion and choose to build a more rational framework for their creativity. “Design is the pursuit of something logical, there must be a reason.” While this does not exclude moments of intuition, they do not overanalyze their process and remain focused on the end result.
“ANREALAGE designed concave-convex clothes for the Autumn/Winter 2009/10 collection. We tried to express this by using the pop-up technique. It is wonderful that we can complement each other with the collaboration/blending between two and three dimensions.”
“We designed the Spring/Summer 2010 invitation by thinking about three main points. First: to communicate the concept clearly. Second: to surprise the recipients and motivate them to visit the collection. And finally: to make an object that is not simply two-dimensional.”
“For Autumn/Winter 2007/08 we tried to express multi-layered memories by hiding colourful flowers in a vase. The text in front of the flowers is a list of words like ‘monologue’, ‘silence’, ‘dialogue’ and so on. Those words remind us of a common memory and landscape.”