A new relationship between food experts and designers.

The Foodesign project is becoming more and more closely linked with the company Fratelli Guzzini. Its objective is to connect two different worlds: the one inhabited by designers, and the one represented by the cultural significance of food in Italy and overseas. This convergence makes it possible to discover new aspects in the relationship between form and function, especially during the four main stages associated with food: preparation, presentation, consumption and conservation.
Since the first event in the Multipli di Cibo travelling exhibition, which took place in April 2004 at the Milan Triennale, the Foodesign Guzzini project has been enhanced by two further segments: Foodesign Guzzini Made in Germany and WWW Wonderful Water World - The new values of water.
Foodesign Guzzini research has continued ever since, and has now arrived in Japan: Japanese food and design personalities were contacted and, within the framework of an extremely innovative study group, were invited to research the most important aspects of the expressive and productive identity of Eastern design.

At the centre of Foodesign Guzzini Made in Japan is the relationship between local and universal, where international gastronomic traditions meet typically Japanese customs and merge with them to form the modern gastronomic culture we call "Fusion".

Thirty-six internationally-renowned Japanese designers, partly resident in Italy, were asked to study various types of food, from traditional Eastern-style products (sake, spices, soy sauce or raw fish) to more typically Mediterranean ingredients.
This research has generated highly symbolic designs which reveal the extent to which Japanese rituals have infiltrated the world of food, as its presentation and consumption have become elegant ceremonies performed on a daily basis.

The selected designers have been divided into 4 groups:

  • The acknowledged Master Sori Yanagi , cultural symbol of the Japanese design.

  • Sori Yanagi graduated in 1940 from Fine Arts College, Department of Western Painting. In 1952 he was awarded the First Prize in the First Industrial Design Contest organized by the Mainichi Shimbun Company (now the Mainichi Design Award). In 1957 he received the Gold Medal for his work exhibited by invitation at the 11th Milan Triennale Exhibition. In 1960 he became Executive Committee Member at the World Design Congress and in 1961 he was acting as a guest professor of industrial design for one year at the Kassel Design Polytech in the Federal Republic of Germany. In 1973 he was a member of the jury at the International Arts and Crafts Exhibition in Toronto (Canada). In 1977 Appointed Director of the Japan Folk Crafts Museum. In 1980 a Sori Yanagi Exhibition was held with the sponsorship of the City of Milan in the Milan Museum of Modern Arts and in 1981 he was awarded the Medal with Purple Ribbon. In 1983 a Sori Yanagi Exhibition was held at the Italian Culture Center (in Tokyo). In the same year he was acting as a guest of industrial design at the Technical University of Bombay (India). In 1986 he delivered a lecture at the World Arts and Crafts Conference in Vancouver and in 1998 a Sori Yanagi Design Exhibition was held at the Saison Museum (Tokyo Ikebukuro).

  • Masters of Japanese design who participated with their own historical projects:

  • Kawakami Motomi

    Graduated from Master Course of Tokyo National University of Fine Arts and Music in 1966. From 1966 to 1969 he did his own professional practice at Angelo Mangiarotti Architect Office, Milan. In 1971 he established the Kawakami Design Office in Tokyo. His Design work is specialized in product, interior, space and environmental Design.

    Kawasaki Kazuo

    Kazuo Kawasaki nasce a Fukui, Giappone nel 1949. Design director. Doctor of medical science. Professor of graduate school of engineering, Osaka University. Emeritus Professor of Graduate School of Design & Architecture, Nagoya City University Visiting Professor of Tama Art University. Visiting Professor of Kanazawa Institute of Technology. Committee member of deliberation council of Good Design Award in Japan Industrial Design Promotion Organization ; competent authority of METI. Kazuo Kawasaki was born in Fukui Japan in 1949 and graduated from Kanazawa College of Arts. He worked as industrial designer at Toshiba. As a result of traffic accident, at the age of 28, in 1978 Kawasaki was implanted the metal plate in his back in surgery and forced to spend time in a wheelchair. He established his own company and worked as a design director for various companies; Apple, Canon, Eizo, Fujitsu, Matusda, Moriseiki, NTT DoCoMo, Sony, Toshiba etc. Kawasaki's design knows no limit; he has designed cutleries, glasses, wheel chairs, computer hardware, CRT and LCD monitors, nuclear power systems, artificial organs and products in multi-dimensional space, among other things. His design works were awarded a lot of prizes and selected for the permanent collections of the art museums in the world. In recent years he has worked resolutely as a researcher and as an educator to integrate science, technology, medicine and art comprehensively. Chairman of juror for the Japan Good Design Award in 2001-2003. His solo exhibition, "Artificial Heart" was presented at the 21st Century Museum of Contemporary Art in Kanazawa, Japan 2006. Chairman of International Design Competition 2007.

    Kita Toshiyuki

    Product designer. He began to work in Japan and Milan, Italy in 1969. He produces lots of best seller products from Italian and German manufacturers as well as Japanese ones. Recently, he has produced LCD TV and home robot etc. Many of his works are selected for the permanent collections of several Museums in the world, such as the Museum of Modern Art - New York, Center Georges Pompidou - Paris and Museum für Kunst und Gewerbe - Hamburg. Toshiyuki Kita is also involved with traditional craft design.

    Kurokawa Masayuki

    Architect, Product Designer. Born in Nagoya, Japan in 1937. He established KUROKAWA Masayuki Architect Studio in 1967. He founded the DESIGNTOPE Co. Ltd. and the K Corporation. Professor at the Research Institute of Art and at Kanazawa College of Art. Several of his works are displayed in the permanent design collection of the Museum of Modern Art in New York and in the Denver Art Museum.

    Uchida Shigeru

    Born in Yokohama in 1943. Graduated at the Kuwasawa Design School. As a leading Japanese designer, Uchida has engaged in a wide range of design projects in interior design, furniture, products and urban planning in Japan and abroad. His major works are series of boutiques for Yohji Yamamoto, the Hotel Il Palazzo in Fukuoka, the Kobe Fashion Museum, the tea rooms 'Ji-an, So-an, Gyo-an,' the Mojiko Hotel and Oriental Hotel Hiroshima. His works are held in permanent collections at the Metropolitan Museum of Art in New York, the San Francisco Museum of Modern Art, the Conran Foundation and others. His publications include 'Bounds of Privacy,' 'Mojiko Hotel Aldo Rossi Shigeru Uchida,' 'Japanese Interior Design-Its Cultural Origin,' 'Book of Furniture', and 'Shigeru Uchida with Ikuyo Mitsuhashi'. Besides teaching at his alma mater since 1973, he is a Guest Professor at Tokyo Zokei University. Uchida received the Mainichi Design Award, Education Minister's Art Encouragement Award and others. In 2007, he was honored with Medal of Purple Ribbon.

  • Protagonists of the Foodesign Made in Japan; internationally-renowned designers:

  • Ashitomi Takashi

    Takashi Ashitomi is a product designer. He joined Sony Design Center in 1985. He had been in charge of design of TV sets, audio and visual equipment at the company. In 1991 he established SAAT Design Inc. He has also been an associate professor of Department of Product Design, Tama Art University, from 2002, and a jury of GOOD DESIGN AWARD, Japan Industrial Design Promotion Organization, from 2000. At present his design approach has been getting more comprehensive through combination of product design, development of the local industry, design education and design critic.

    Azumi Shin

    Shin Azumi was born in Kobe, Japan in 1965. After finishing his MA in Industrial Design at the Royal College of Art in 1994, he started working as a design unit 'AZUMI'. In 2005 he established his own office 'a studio' in London. Shin Azumi's work has received numerous design awards in Europe and in Japan, amongst which the Jerwood Applied Arts Prize in 2004, the Blueprint 100% Design Award in 2003 and "Product of the Year, 2000" FX International Design Award (for the LEM stool). His works have been widely published and awarded and they were shown in exhibitions in many museums such as Victoria & Albert Museum (UK), Design Museum (UK), British Council (UK), Vitra Design Museum (Germany). His works were also acquired as permanent collection by Stedelijk Museum (Holland), Crafts Council (UK), Die Neue Sammlung (Germany) Museum für Angewandte Kunst Frankfurt (Germany) etc. Among his clients: Magis, Tefal, Virgin Atlantic Airways, lapalma, Itoki, and many others from both Europe and Japan.


    'graf' was established in 1993 to present a new vision of modern Japanese living through offering furniture and product design and manufacture, design direction, graphic design, branding and several commercial and artistic collaborative projects. They base at 'graf building' in Nakanoshima area of Osaka where runs factory, restaurant and gallery in addition to a lifestyle showroom.

    Hasuike Makio

    Makio Hasuike graduated from the University of Arts of Tokyo in 1962. He then moved to Italy and he has been living there since 1963; he continued to contribute in different fields of industrial design until, in 1968, he established his own studio in Milan. With the birth of MH Way in 1982 he exploited the opportunity to explore the complexity of the process that leads from project to product, by directly managing the design, the production and the distribution of his own company's products. As a result of his international experiences, he was awarded many important prizes as recognition of his work.

    Hosoe Isao

    Born in Tokyo in 1942. Bachelor of Science (1965) and Master of Science (1967) in Aerospace Engineering from the Nihon University of Tokyo. He has been living in Milan since 1967 where he collaborated with Arch. Alberto Rosselli of the Studio Ponti-Fornaroli-Rosselli till 1974. In 1985 he founded the "ISAO HOSOE DESIGN". He is Member of A.D.I. (Italian Association of Industrial Designers), of S.I.E. (Italian Society of Ergonomics), of the Japan Design Committee and of the Japan Interior Design Forum. He has been professor of Industrial Design at Politecnico in Milan, at IUAV in Venice, at University "La Sapienza" in Rome and at I.S.I.A. in Florence. He has been a lecturer in different institutes: Domus Academy Milan, University of Siena, Les Ateliers Paris, Elisawa Barcelona, RISD Providence, University of Madrid, University Lisboa etc. He received numerous prizes such as Compasso d' Oro '70, '79, '98, '05, SMAU, the Biennial of Industrial Design at Lubiana, a Gold Medal at the Triennale di Milano, Office Design Orgatechnik '88, Forum Design, Milan '88, the Red Dot for High Design Quality, the IF awards Design Innovations at the Design Zentrum Nordrhein Westfalen, Good Design Award Tokyo '88, awards from the I.D. Annual Design Review '95, '96 and The Good Design Award '95, '96, '00, '05 at the Chicago Athenaeum. Isao Hosoe has had five personal exhibitions: in 1983 at the Design Gallery, Matsuya, Tokyo; in 1987 at the Design Concern Gallery, Seattle (U.S.A.); in 1988 at the Itoki Gallery, Tokyo; in 1990 at the Seibu Creator's Gallery, Tokyo; in 1990 at the Design Gallery, Matsuya, Tokyo. He has also participated in numerous collective exhibitions in Italy and abroad. In April 1990 with the Domus Academy, he organized the exhibition "Work Encounters: Domesticity in the Office" held at the Triennale of Milan. Some of his works have been selected for permanent collections at the Victoria and Albert Museum in London, at the Centre Pompidou in Paris, at The Chicago Athenaeum, at the Museum of Science and Technology in Milan and at the Triennale in Milan. Coauthor of the book "PLAYOFFICE", published in 1991 by the G.C. Press of Tokyo.

    Ito Setsu

    Designer and architect. He graduated at Tsukuba University in Japan and in 1989, after earning his masters degree, Setsu moved to Milan where he frequented Studio Alchimia and the studio of Angelo Mangiarotti, both highly important in his development. In 1997 he opened his own atelier as Studio I.T.O. Design and together with Shinobu Miyagi Ito he provides consulting to many well known companies both in Japan and in Europe. Studio Ito Design won the 2001 Good Design prize in Tokyo and the 2001 Toyama Product Design prize and were selected by ADI Index for the 2001 Compasso d'Oro. Some of his works are part of the permanent collection at the Die Neue Sammlung Museum in Munich. Setsu is teaching at Domus Academy and Istituto Europeo di Design in Milan, as well as Tama Art University in Tokyo

    Ito Shinobu Miyagi

    Designer. Graduated at the Tama Art University of Tokyo and obtained her Master in Design Direction at Domus Academy in Milan. Shinobu, after experience as a designer and manager at Sony Creative Products, decided to move to Italy. Since 1995 she has been working in partnership with Setsu Ito between Milan and Tokyo. Shinobu has a wide experience in interior design, graphics and marketing. She is also professor at the Domus Academy in Milan.

    Iwasaki Ichiro

    He was born in Tokyo in 1965. He moved to Italy after working for Sony Design Center and then he established the Iwasaki Design Studio in 1995. He works in the whole field of product designs ranging from information tools to daily necessities like tableware.

    Kimura Koichiro

    Born in Sendai Japan 1963 and graduated in 1985 at University of Tohoku Gakuin. In 1987 he started the office of the late Art and Craft International and in 2005 he established his concept gallery International. He has been awarded with severeal prizes such us the Good Design (Japan) in 1995 and 1996; FORM (Germany) in 2000 and 2001and DESIGN PLUS (Germany) in 2000, 2002 and 2004. His works have been exhibited during MILANO-TOKYO, Milan Salone and at the TOKYO STYLE in Stockholm in 2004; in 2005 Love & Destroy at Milan Salone; in 2006 Anarchy & Gorgeous at Milan Salone; JAPANESE COOL ?in Copenhagen in 2006 and KATACHI FORM at the museum of applied arts in Frankfurt in 2007. Koichiro Kimura's work is inspired by punk, fashion, pop and luxury. He has been producing lacquer ware table top, decorative and art pieces through his company Art Craft International since 1982. With his family history in the dealing and producing of traditional Japanese wares winding its way back over 400 years, Kimura is in a unique position to redefine what lacquer ware can be. His shop 'International' opened in March 2005 with a mix of his own designs and work from E+Y, Kartell, Nachtmann, Herman Miller, Trico, and Cappellini.

    Koizumi Makoto

    He was born in Tokyo in 1960. Around 1980 he was interested to become a wood furniture designer and artisan but shifted to architectural space design. Apprenticed under Choei Hara and Nariaki Hara in 1985 and established Koizumi Studio in 1990. Started doing architecture in 2000. Runs Koizumi Douguten, store he opened in 2003 in Kunitachi Tokyo. From 2005 he has taught the Display and Fashion design course, which is offered by Musashino Art University's Department of Scenography.

    Kom & Co.

    Kom & Co. was established in June 2006 by a design producer, Mr.Yoshihiro Komuta, with his best staff members. Mr. Komuta was the head of the 'au design project', which caused a great sensation in the cellular-phone market and six models of 'au design project' were selected for the MoMA collection in New York in 2006. Kom & Co. conducts the whole process of product design from planning through manufacture to marketing utilizing their unique insights and experience. Kom & Co. is now engaged in the direction of the Soft bank mobile and various other design business.

    MTDO Inc. (Manabu Tago & Hiroko Tago)

    MTDO goal is to create reformative values and continuously evolving designs out of the existing concepts and stereotypes towards the surrounding goods and items. MTDO has been established by two individuals who have previously belonged to the designing team for a major home appliance manufacturer as well as a major business supply manufacturer. Currently, MTDO has been participating in the operation of the independent home appliance brand, Realfleet Co. Ltd. as the creative outsource.

    Nendo - Oki Sato

    Born in Canada in 1977. He graduated B.A. in Architecture, Waseda University in 2000 and in 2002 he gained the M.A. in Architecture, Waseda Univ., Tokyo In the same year he established "nendo" in Tokyo. In 2005 he established his Milan office. In 2006 he is a Lecturer for Showa Women's Univ., Tokyo and he established "one percent products" in Tokyo. From 2002 to 2007 he has been awarded with numerous prizes and attended several exhibitions. Only in 2007: Bloomroom at National Art Center (Tokyo, Japan), Milan International Furniture Fair (Cappellini, De Padova, Oluce), Interior Lifestyle at Tokyo Big Sight (Tokyo, Japan), Space For Your Future At Mot (Tokyo, Japan), Bloomroom at Hangaram Design Museum (Seoul, Korea), Material And Colour at Triennale di Milano (Milan, Italy), JCD Design Award / Gold Award x 2 + Silver Award + Special Mention, I.D. Annual Design Review / Best Products + Silver Award + Honorable Mention, Good Design Award / Award Winner, ELLE DECO International Design Award/ Japan Nomination.

    Ono Hiroshi

    Hiroshi Ono was born at Kurashiki (Japan) on the 28th of May in 1968. He studied at the Aichi Fine Arts University, where he graduated with a degree in Environment Design in 1993. He went on to realise interior designs, including 'Club Mo-Bay' in Nagoya, Japan and 'Rosa El tipo', also in Nagoya. He moved to Italy in 1994, where he began to work for Studio Sowden in Milan. In 1996, he became a partner of Sowden Design. In 1999, he presented an exhibition for the Milan Furniture Fair called 'Hiroshi & Davy' at the Galleria Ciovasso in Milan. In 2001 Hiroshi opened his studio 'Happy Design' in Milan. He seeks to create the future through design, incorporating today's latest technology to facilitate the realisation of ideas. Among its clients: Guzzini, HANNspree, TOP Stationery, Newell, Rubbermaid, Rancilio, Bright, Winter, Graco, Break, Drive, Noritsu, iLinko and McPerson.

    Sakai Toshihiko

    He was born in Kochi, Japan in 1964 and graduated in Design at the Tokyo Zokei University. From 1989 to 1991 he worked as a Designer at Kozo Design Studio and in 1992 he founded Sakai Design Associates Ltd. Since 2000 he has been starting to collaborate with numerous companies such as: NTT Docomo for 3G mobile phone project, FUJIFILM for Digital camera design projects, SUBARU, etc. His works have been widely exhibited. Just to mention a few Today's Japan Design sampling - Toronto Canada in 1995, Sol Levato!1, 2, 3, Salone Satellite, Milan, Compact Impact (USA, New York, Gallery TKNY), Japanese Design Today 100, Exhibition Kawasaki City Museum , etc.

    Shibata Fumie

    Having graduated from the Musashino Art University in 1990, Shibata Fumie entered Toshiba Design Center Co. After working for the Design Center, she established a Tokyo-based design office, Design Studio S. Here she developed a base of specialty clients who have retained her firm for design projects ranging from communications to furniture, infant products and home appliances. Her recent exhibitions were held in 2006 at the Takeo Paper Show and the Spiral Hall, Tokyo; "Real" (Solo exhibition), Matsuya Ginza Design Gallery, Tokyo. She has been awarded with several prizes such as: Good Design Award, JIDPO, Tokyo from 2000 to 2006 and the Gold Selection, IF Product Design Award,Germany in 2007. Among her clients: Benesse, Combi, LG Electronics, Shiseido etc..

    Tomita Kazuhiko

    He was born in Nagasaki in 1965. He awarded MA Royal College of Arts in London in 1992 after BA industrial design of Chiba University in 1989. He then established TOMITADESIGN in Milan. Many tableware and furniture of Tomitadesign are based on traditional Japanese way of living in modern European context, being aimed for global and long use. He is capable to construct new brands by applying his creative experience in various fields from graphics to architecture. Tomita became an art director of COVO in 2000 and of NUSSHA in 2004. His masters are Vico Magistretti and Yoshio Akioka. He is a visiting lecturer at Industrial Design in Rome University.

  • · Protagonists of the Foodesign Made in Japan; Inhouse designers working for companies such as Fujtsu, Toshiba, Yamaha, Nissan, Epson, etc.

  • Doi Masaharu - Toshiba Corporation

    In 1975, Doi was born in Toyama, Japan. When he was 23 years old, he felt a great interest in designing and entered Takaoka National College to study about overall design. In 2002, after he graduated out of the college, got employed by Toshiba Corporation as a designer. Then designed home appliances products for 5 years. Now he is engaging in various social infrastructure projects as a designer in Toshiba.

    Hiruma Isao - Nissan Motor Co. LTD.

    From April 1992 to March 1996 he studied at the Tokyo Zokei University,Tokyo Japan. In April 1996 he began to work at the Kenwood Corporation Design Center ,Tokyo Japan In January 2005 he entered at the Nissan Motor Co. Ltd Design Center, Japan.

    Kitagawa Daisuke - NEC Design,Ltd.

    Graduated at the Kanazawa College of Art in 2004 in Product Design he joined NEC Design,Ltd, in 2005 he designed "LaVie J(mobile note PC)", in 2006 he designed "Versa E6300/E6330(note PC for foreign)". In 2006-2007 designed "LaVie L standard(note PC)" "dew (Advanced design work for showing Cebit 2007 / appeared AXIS vol.130)".

    Matsue Sachiko - Seiko Epson Corporation

    Member of Seiko Epson. Currently working at the SEIKO Watch Design Center, and in charge of watch, space, graphic, and other designs. As additional activities; "Station Clock (MUJI)," (collaboration with Naoto Fukasawa). "Saucer Notebook (±0)." Participated in the exhibition "Chocolate" (21_21 DESIGN SIGHT, 2007).

    Nakanishi Kana - Kokuyo Co. Ltd.

    She was born in Dusseldorf, Germany in 1980. She has studied Architectural Design at Keio University and now she works in business development at the Research, Development & Incubation Division of Kokuyo Co., Ltd.

    Okamoto Mai - Nissan Motor Co. LTD.

    Graduated at the Kyoto Institute of Technology, department of design engineering & management, and joined NISSAN MOTOR CO.,LTD. As exterior designer, took part in the full model change of the next model car.

    Ono Masaharu - Yamaha Corporation

    1992- designing musical instruments and other products (bathroom, audio equipment and etc.) in Yamaha Product Design Laboratory. In 1997 he made designers group "Katachi-Ken" and had some exhibitions and in 2005 he participated a the Milano Salone Satellite.

    Sakai Hiroaki - Plus Minus Zero Co. LTD.

    Born in Saitama Prefecture in 1980. Graduated from Musashino Art University Department of Science of Design in 2003. Joined the PLUS MINUS ZERO CO., LTD. Product Department project development.

    Sasaki Tomohiko - Ricoh Company,LTD.

    He was born in Kyoto in 1975. He received an MA in Architecture and Design from Kyoto institute of technology in 2000, and was hired by RICOH the same year. After having mainly designed the printers and the copiers, he has worked the advanced design of the products now.

    Takizawa Tsuyoshi - Kokuyo Co.,Ltd.

    He was born in Kanagawa in 1965 and he studied Interior Design at Tama Art University. Now he works at Research, Development & Incubation Division of Kokuyo Co., Ltd as a product designer.

    Tanaka Sachiko - Nissan Motor Co. Ltd.

    She was born in1967. She graduated at theTama Art University. Now she works at the Nissan Motor Co.,Ltd. in the Product Design Department, Design Center. Her current job in the studio is interior parts design. One example of production design works is the steering wheel on the new Nissan Qashqai.

    Yamakawa Mizuki - Toshiba Corporation

    She graduated in Design & Architecture at the Nagoya City University in March, 2006. She designs the home appliance, ex. rice cookers, cooking accessories, irons, for TOSHIBA Design Center / Home appliances Design Grp. since April, 2006.

    Yoneda Atsuhiko - Toshiba Corporation

    Born in 1978. Graduated from the department of industrial design , Salesian Polytechnic in Tokyo. After he joined TOSHIBA DESIGN CENTER in 1998. Designed the TV for a global market. After he designed home appliances. Currently, he joined mobile phone team. He designed "hole in the body "of e-fashion concepts at design workshop "Without Thought" in 2000.

    All the designers have been coordinated by Setsu and Shinobu Ito, two Japanese designers who have been working together in Italy for several years. They also gave their contribute to the Foodesign Made in Japan research, introducing two new projects.

    The Scientific Committee established for the Foodesign Guzzini Made in Japan is composed by:

  • Domenico Guzzini - President of Fratelli Guzzini
  • Adolfo Guzzini - Chief Executive of Fratelli Guzzini
  • Gianluca Pazzaglini - General Manager of Fratelli Guzzini
  • Aldo Colonetti - Philosopher and Foodesign General Coordinator
  • Setsu e Shinobu Ito - Designers, Head of the Foodesign Made in Japan project
  • Giacomo Mojoli - University of Gastronomic Sciences
  • Alberto Marcomini - Food and Wine Journalist
  • Giorgio di Tullio - Tuner, Research Center on Stage
  • Sori Yanagi - Acknowledged Master of Japanese Design
  • Shigeru Uchida - Master of Japanese design

  • After its Preview held in Frankfurt during the last edition of Ambiente Fair on February 2008, the exhibition "Multipli di Cibo Foodesign Guzzini Made in Japan - A new relationship between food experts and designers" is now open to visitors in one of the most authoritative place, the Triennale di Milano, during the Salone del Mobile 2008. The designers who participated to the project and some of the representatives of the Scientific Committee will attend the event.

    Multipli di Cibo Foodesign Guzzini Made in Japan
    A new relationship between food experts and designers

    Triennale di Milano
    16-21 April 2008



    In cooperation with:
    Nicola Mela