Ichiro Yamaguchi (NF/Sakanaction) × Ken Suzuki (cado Creative Director)
THE MOMENT SOMETHING NEW IS BORN, WE NEED A CONCEPT AND A CAUSE.
THE MOMENT SOMETHING NEW IS BORN, WE NEED A CONCEPT AND A CAUSE.
Musician Ichiro Yamaguchi is a good understanding of cado. He is indispensable to cado, who crosses the boundaries of users and provides feedback in loving words. A collaboration project that suddenly jumped out at insta live held in June with Yamaguchi and creative director Ken Suzuki. About five months after that, the planning meeting began to realize the ideas that had been quietly warm.
Home run for one or two people in the class
Ken Suzuki (hereinafter Suzuki)
When I first met Mr. Yamaguchi, I was happy that he told me that he was a cado fan, but when I visited my home, I was really surprised that the products were complete. Why did you choose cado while the world is full of home appliances?
Ichiro Yamaguchi (hereinafter Yamaguchi) There are some stories in it, and one is asking his mother, "Is there a good microwave?" I was asked. She replied that she thought a Japanese brand with a lot of useful functions was good, but she chose an overseas brand. The reason is that the design was better than the function.
Suzuki: That's right.
Yamaguchi: Japanese cars are safe and secure, but I have a feeling that the design is losing overseas. I felt again in my mother's words, "Oh, not only functions, but also design is an important value." Also, it is a sense of distance from the listener in music. The relationship between what we want to do and what listeners want. How do you betray what your listeners want, and how do you respond? Instead of delivering what you like as it is, it is a so-called sense how to deliver it by each other. cado has an exquisite sense of distance from the user, and I feel that he is properly applying what is required to the product. Don't lose what you don't want to lose, evolve where you want it to evolve. It's going to change without changing.
Suzuki: I see.
Yamaguchi: For example, cado air purifiers have solid evidence of performance and are reliable Japanese companies, but they are not like products of Japanese companies (laughs). I also think about music from that perspective, so I can relate to it very much as a musician. cado's products have good performance, but the design is also good. I'm very attracted to that good balance.
Suzuki: I was founded with the idea of creating a product that combines really good functions with good designs, and becomes an object of attachment, so I'm very happy that you feel that way.
Yamaguchi: I think that the design will not matter if the performance is good with butch giri, but it is no longer a home appliance at the time of each butch performance (laughs). I can't be trusted if I don't place importance on design as a home appliance with the highest level of performance that can be called home appliances.
Suzuki: I think that the balance between launching a venture company with Koga (Nobuyuki), the president, who jumped out of a major home appliance manufacturer that is an "excellent student", is just right now. From the user's point of seeing, there is a sense of security, and it is said that it will snuggle up well.
Suzuki: I've been not really aware of that, but when I try to grow by increasing the number of products from now on, I get a little nervous when I hear stories like that (laughs).
Yamaguchi: (laughs). When I think of 30 students in one class at school, I feel that one or two maniacs can make something that stings them, rather than asking 20 people to say it's good. Even if it is one or two people per class, I think that there is enough response if you think about it nationwide and around the world.
Suzuki: That's right, isn't it?
Yamaguchi: With that idea, we re able to perform in the arena, and we got a reputation that we could fight on TV. That's why I think we can make it bigger without changing the style at all.
Suzuki: When I was a major home appliance manufacturer, I started caddoing because I didn't like manufacturing that was good for 100 people, so I think it's a way to live to shake it off with more courage. I strongly sympathize with yamaguchi-san's strong love for one or two people as a breakthrough in Japanese manufacturing in the future.
Yamaguchi: Our generation has spent our adolescence offline, and we have met things that are completely different from today's people. I feel that the meaning of sticking to one or two people in the online age is different. One or two of us were really one or two of us.
Suzuki: I certainly forgot that feeling.
Yamaguchi: In those days, when the manager of a record shop told me to listen to this, I had a sense of superiority like "I'm the only one listening in the city," but now even maniac products that stick to one or two people have the potential to spread to 100, 1,000, and 10,000 people online. That's why I think it's more like this era to make a full swing to aim for a home run for one or two people.
Suzuki: When I first met Yamaguchi-san, I remembered that I felt a sense of an expectation that would open up such a part of me, and that I strongly felt that we wanted to do something together.
Yamaguchi: That's right.
Mood-designing sounds and scents
Suzuki: In fact, Insta Live's Yamaguchi-san said, "It would be interesting if you put a speaker on the air purifier!" At first, I couldn't understand. "What are you talking about?" he asked. (laughs). Because, we have been making the one which searches for "Reason" for a long time. So, for about two weeks, I was like, "Is there a speaker on!?." I kept thinking seriously about that. As I think about it, I have come to feel that manufacturing that values emotional parts may be the correct answer because it is a rich age full of such things, and al though there are still things that do not have a "sense of incongruity", I feel that this is the case.
Yamaguchi: "Sense of incongruity" is very important in manufacturing, and if there is no sense of incongruity, it will not catch people's minds. However, it is ignored by the person when it is a disgusting sense of incongruity. I think that "good sense of incongruity" is born when you wonder how something that you think is uncomfortable even if you mix this with this makes you feel good.
Suzuki: cado has a single function as a policy, but when I was thinking about it, I noticed that this was not a single function.
Yamaguchi: Ah, indeed.
Suzuki: For example, it is not pleasant to have a multifunctional function × such as "humidifier + air purifier". It might be convenient and reasonable, but there was a sense that it was different to have it used for a long time. However, I think that it is possible to combine emotional things with convenience. I never thought of the idea of a speaker and an air purifier. I began to think about what ideas would line up side by side. I feel that it will be a hint of manufacturing in the future.
Yamaguchi: So the speaker with the air purifier (laughs).
Suzuki: But why was it "sound"?
Yamaguchi: When cado made the diffuser, I thought, "Oh, cado go to scent after all." In fact, we are now approaching scents, and I think scents are very similar to sound in terms of controlling mood. For example, if you can go to a girl's house and smell, you will like her.
Suzuki: …… I remember it (laughs).
Yamaguchi: After that, you design your own fragrances, such as the smell of hair and perfume. The music is the same, and when jazz flows here, the mood is created in an instant. When the diffuser was released, I was convinced that sound was also an essential part of designing air. Also, the place where you want to keep the air purifier is the best hot spot in the room. It's also where you want your speakers to be.
Suzuki: That's right. Until now, no one has put an air purifier in the middle of the room, but if this is realized, the place to put it may change.
Yamaguchi: I don't think it's that far away that the sound of the air purifier becomes quieter, the more the function as a speaker increases. The idea of "We design for atmosphere" is the same.
Suzuki: I feel settled in me. The air of "We design for atmosphere" is also "air feeling", but it is a major premise that the air is beautiful. Even if it is cleared, it is necessary to have something that resonates with the fragrance or the five senses, and there is sound and light beyond that. I felt that this was the way for cado to take on the challenge in the future.
Yamaguchi: It's a mood.
Suzuki: Yes, the mood. Meeting Mr. Yamaguchi convinced me of the inevitability of sound, and I feel that I could see a way to achieve it.
Yamaguchi: Is it a speaker with an air purifier or an air purifier with a speaker But I hope there's a new naming. It's like we're going to take it for granted together.
Suzuki: Naming as a home appliance that creates a rich atmosphere. Today's technology is perfect for cleaning the air, comfortable temperatures, and adjusting humidity. Therefore, the next thing to challenge is "emotional".
Yamaguchi: Yes. You can understand or adjust the state of the air with the smartphone app, but I think it's absolutely necessary and important to trust the function of the air purifier and listen to today's playlist or today on that musician's anniversary.
Suzuki: I think we can go that way.
Yamaguchi: When I try something new or when something new is born, I think that "concept and cause" are necessary, and I think that the concept and the cause of "designing the air" will never change for cado.
Yamaguchi: Even if you attach a speaker to an air purifier, I think that the rules are fundamentally different from that of other brands that start speakers after the brand that has been extremely committed to cleaning the air completes its cause. I feel very natural when people say it's a sound for designing air.
Suzuki: It is only after seven years of maintaining the world's No. 1 air cleaning capacity that it will be established.
Yamaguchi: That's right.
Suzuki: Moyamoya has cleared up.
Yamaguchi: But the sound has to be the best in the world (laughs).
Suzuki: That's right, isn't it? However, when I sounded the first unit the other day, the sound that was good in the office was insanely shobo here, and I feel that this is not easy.
Yamaguchi: Even if there is a rug on the floor, the sound is absorbed, and the sound is completely different between a Japanese house and an ordinary apartment building. Therefore, it is impossible to make a good sound sound in all environments. However, due to the nature of the music, there is a range of ideals that I want to be like this. If you want to make a speaker, you have to design a unique "caddo sound" while satisfying it, and I think that the price can be hundreds of thousands of yen for that.
Suzuki: That means if it's a good thing, right?
Yamaguchi: Yes. It is not available now with the novel coronavirus, but we are doing a mixed culture event called "NF", where we auditioned and sold headphones under the german brand "ULTRASONE". Some grades are available from expensive headphones of about 300,000 yen. The price is also the price, so I thought that it would not sell so easily, but when I opened the lid, it sold best.
Suzuki: Eh!? Why?
Yamaguchi: When I hear a good sound, I'm impressed. I thought that if the more people who are entering their lives, the better the sound is, the more they invest in it. Whether it's good air or a good sound, I think people who think it's necessary will buy it even if the price is high.
Suzuki: That's right, isn't it? However, the cleanly air is invisible, so it is difficult to experience it. Humidifiers and diffusers emit water vapor to visually remind you of humidification and warmth, and the ingredients of aroma oil convey the effect and goodness, but the air is always troubled by its expression.
Absolute conditions for mass to remain after 5 and 10 years
Suzuki: By the way, when did Yamaguchi come to think about the relationship between sound and air?
Yamaguchi: It's been a while. I met interior designer Masatso Katayama. Until then, I was obsessed with making songs and songs, but after I started to be aware of how sound affects interior design, I began to think about what sound was. For example, it is a shop that is very nervous, and the product is good, but I do not feel like buying it. On the other hand, why is it so comfortable even when I have not designed anything? I sometimes think that not only the sound but also the fragrance influences the comfort. After I started to understand that scent and sound were the same, I began to be more aware of sound.
Suzuki: The story may be out of the way, but you can listen to Yamaguchi-san's songs for a long time.
Yamaguchi: Our concept of sticking deeply into each and every two students in our class is, in other words, that we want to make it something that we think we can listen to in five or 10 years. Because even if you make something that is said to be good at this moment, it will become old.
Suzuki: I see. We also launched Cado to create products that can continue to be used 10 or 20 years from now, so I can sympathize with them very much.
Yamaguchi: When it is side by side, it is too close to be conscious, and even if it is far away, it is not conscious. Everyone cares if it's out of reach or out of reach. That sense of distance is common not only in music but also in the products and designs that I am attracted to, and I say that five or ten years from now. For example, "This is experimental music. The sound of the paper curled up in a crumpled sound is effected and it is flowing with a blast. It's awesome, isn't it? Even if it is said, everyone is said, "What? It will be. In order to make people feel the best of what we thought was the best, we need a "map" that looks like what order we should listen to it and what kind of path we should go through.
Suzuki: That's right.
Yamaguchi: I say "interpret" it. The role of interpreting beautiful and difficult things that I know is our way of playing music. After all, even if the favorite thing is just a bone and it is hit to the other end, it is said that it will be able to enjoy it. If you don't like it, you'll lose your hitting hand there.
Suzuki: The same may be true of the first black air purifier we put out. When I went to the white-colored sales office, which is said to be white goods, I said, "What, this?" "Can the air purifier be black?" I remember being told a lot. At that time, plastic white was still commonplace, but I was convinced that black and large home appliances would fit the interior. So, in fact, I challenged with "color" with the prospect of removing it a little or going ahead. Gray is now established, but at first it is like office equipment, but is it okay? I was told something like that.
Yamaguchi: Sure, for sure.
Suzuki: But now it's normal. I don't think it's time to think about the next texture or color.
Yamaguchi: I think it's very important to be considered In the old days, when I was on a music program, I sat on the hinadan and looked around, and the only song I composed was Sakanaction. All but us were vocals and dancers who didn't make their own songs, and sakanaction was the most unknown on the hinadan, but I was confident that there was more mass to sing here than anyone else.
Suzuki: That's right, isn't it?
Yamaguchi: We are very responsible for thinking for ourselves and showing off what we made, so we can't see it, but the mass is different. Anything that is thought of or that has feelings is absolutely mass, and I think that is an absolute condition of what remains to be evaluated in five or ten years. cado has it.
Suzuki: I'm glad you said that. I also talked about it at Insta Live, but I didn't have home appliances to live long. It's been a long time and a little less than a year. However, this humidifier called "STEM" has been released for about 6 years. It may also be related to what was made with mass. I think you know it's the model that has caused the most problems (wry smile).
Yamaguchi: I certainly have an impression of using it (wry smile). But I think it's very important, the mass that's being thought of.
Suzuki: That's right.
The entrance of the cado experience made with NF
Suzuki: Speaking of humidifiers, we are now planning a collaboration with NF with cado's portable humidifier, but it has just been done today.
Yamaguchi: O! I also have the first generation of this.
Suzuki: It's a model that blows out from below.
Yamaguchi: Yes, that's why the water drips.
Suzuki: So it is this model that hastily improved.
Yamaguchi: This is really good. Humidifiers are likely to smell rags, don't they? I think it's bad when you forget to leave it alone or replace the water, but this is not the case.
Suzuki: Because it is water, it will be rotten by all means, but if you replace the replacement core or use a liquid to disinfect the space together, you can prevent the concerns that Mr. Yamaguchi says. I'm particular about that.
Yamaguchi: Humidifier humidification the entire room, but when you work, it is actually enough around the desk. In such a case, this is convenient. The bedside when sleeping.
Suzuki: That's right! There are two reasons why we made this, and one is when we go to bed. The other is humidification in the car. Yamaguchi-san rides a lot of cars, doesn't he?
Yamaguchi: The drying in the car when you run with heating on in winter is amazing, isn't it?
Suzuki: It's already crisp.
Yamaguchi: When I use it there, it's just the same.
Suzuki: Are you going to take it on tour?
Yamaguchi: I'm bringing it. It is absolutely necessary at the accommodation of the tour. Many hotel air purifiers and humidifiers humidifi the entire room loosely. So, after all, I want to put hot water in the bathtub, dry the wet bath towel, and humidification in large quantities, but if there is this, just leave it on the bedside, it is already enough at all.
Suzuki: It also has a built-in battery.
Yamaguchi: You can afford it for about one night. I really like the cordless use. It is also safe to see how the water is decreasing. By the way, is the sound quieter than the previous model?
Suzuki: Did you notice that? As expected, it is a favorite person.
Yamaguchi: Of course. Everyone is highly literat now, so even if you say "I like it" even if you don't like it, I think it's easy to see through. That's why collaborating with cado is so healthy.
Suzuki: That's right.
Yamaguchi: I really used cado's products each time, and after knowing the history of the brand, I was going to let them do this humidifier together, and I would like to recommend this with confidence. I think that it is a very good product as an entrance of cado experience, so I would like you to use it by all means. Oh, but if you say too much, it's hard (laughs).
Born in 1980. Born in Otaru City, Hokkaido. In 2005, he started working as a rock band "Sakanaction". He made his major debut in 2007. He writes and composes most of Sakanaction's songs. In 2013, he participated in the 64th NHK Kohaku Yingying Battle. In 2016, he won the best music award at the 39th Japan Academy Awards as a rock band for the first time. In order to collaborate with creators across genres, planning and management of content that fuses music and various cultures, social contribution, and proposals for better lifestyles, such as the establishment of NF Co., Ltd., is always attracting attention for its attitude of taking an advanced view of the "ideal state of musicians" itself.