Kumagai (Hitachi designer) : Mr. Fukasawa is actually a great 'sculptor', but not in the sense of actually creating sculptures. As his trophy over there confirms this, he can create sculpture-like forms intuitively, like Isamu Noguchi. I think that shaping things in this way, he can reach simplicity in design with perfect balance.

It is his extraordinary approach to discipline in formative design that sets his designs apart from the other simple designs that are overflowing the market today.

At the same time, there is an aspect of thorough or in-depth calculation in the planning. He is a rare person who has both these contrasting talents.

Fukasawa : Although I can't see myself, I feel that we don't think before we speak. Rather, I think the moment I start speaking, (laughs) probably that moment, when words form, is the moment I think. When I speak, it is not an expression of thoughts that I have accumulated. I speak and think while responding to the question.

Fukasawa : That's right.

I feel that much human potential remains untapped. You may think that creativity originates in the brain. However, since I am involved in design, I place importance on the heart. The heart is inclined to see the connection with physical capability or function. Human movement is smooth and straightforward when linked to the body, right?

When you think that way, it is easier to capture aspects that are shared in common by all mankind. If you focus too much on the different ways that different people think, you get confused by the differences. It is a bit like the marketing methods employed a while ago. If you present a wide variety of options and ask people which one they like, they will always find it difficult to choose. If you choose something that everyone can agree with, then the same thing can be accepted by millions of people.

People experience stronger emotions and excitement when they accomplish something. Being able to use something effectively, not finding it cumbersome or inconvenient, and getting to understand how to use it makes you feel happier. There is a greater positive emotional experience when the body responds naturally. Have you heard of the term "emotion economy"?

It seems to be attracting attention. Although this may apply to air purifiers as well, the difference in the netizen community and in the purchase incentives in China appear to focus on emotive experiences. Emotive experience is triggered by a variety of elements. It can range from the tiniest detail to something grand in scale. There are many kinds, but there is a need for emotion and excitement every time.

I think that designers – creators like us – are the people who can generate such emotions.

Fukasawa : The aim is to create what is optimal for each time. If there is need for the product to embody a certain size, select the best way to embody that.

If it is not necessary to embody the concept behind the product and the only requirement is to cleanse the air, design planning is not necessary. The focus will be only on air quality, pointing to a review of molecular issues.

Because product embodiment is determined by time and place, passage of time and change of place will naturally lead to changes in the design definition.

It is important to examine what best suits that point in time. It is a waste of time to criticize past designs that were not smart. That was what the product embodied at that time. Product evaluation must be accompanied by considerations of time and place, or there will be a mistake.

Fukasawa : In reality, I think that it will be used in a combination of situations, where design doesn't matter. However, I create a hypothetical situation in which I am the user. I become the most discriminating user regarding design.

At the same time, the design should not be forced on the user, demanding that the product be used in this way or that.

Fukasawa : Design is a service, actually. It offers a service, that is cleaning the air. I try to embody that service in the design.

Talking about my use of the word "embodiment", I published a book titled "Embodiment". It refers to "embodiment" as in the case of the so-called invisible man when he appears. In Japanese, we do not say that something "takes form". We say it becomes "embodied". Embodiment is the most important element in interaction, in the service of interaction – how it embodies that. What should be hidden must remain hidden.

That is why there should be interaction — with the embodiment itself.

Fukasawa : That's right. Some people are insensitive to design. People respond differently to the same design. It is this notion that necessitates a design that does not offend anyone. That explanation may suggest that we will end up with something ordinary. However, it is actually not so easy to create that.

Fukasawa : Yes. That is why it has become a habit of mine to observe different people and lifestyles.