DESIGN & PROJECT MANAGEMENT
AZUMI SETODAAdrian Zecha and Japanese hospitality group Naru Developments launched Azumi Setoda and yubune―a pair of adjacent ryokans in March 2021.
Despite being perceived as primarily focusing on the luxury sector, Adrian Zecha has always intended for his projects to highlight the local culture, community, art and food. With the Azumi brand, Adrian Zecha seeks to highlight this intent through modernizing the unique and cosy Japanese ryokan; a traditionally family run inn. Azumi welcomes guests with an open mind, seeking to not only capture the feelings of home, but cultivate the warmth of the local community of Azumi Setoda.
We were in charge of the branding and art direction, including logo, v.i., signage, stationery, amenity, and web design. We worked closely with Kyoto-based architect, Shiro Miura of Rokkakuya. Shiro Miura is an expert in private residences and trained in the sukiya style of Japanese architecture. He balances the elements of a cosy atmosphere with aesthetics rooted in Japanese tea ceremony, dating back to the 16th century.
Constructed over 140 years ago, the architecture was renovated to interpret the traditional sukiya style architecture with a modern touch. With our concept, ”historical revival”, we believe that integrating the people of today with the inherited traditions of the architecture and the region can create a harmony that opens new perceptions.
The logo mark constructed of whirlpools expresses the creation of the Japanese archipelago. The three whirlpools illustrate the many layers of history and culture of the communities that coexisted across Asia, meeting to form one island. The continuous movement of the whirlpools symbolizes the birth of new life and creation through circulation. While the triangle shape was inspired by the balance between the host and the guest, who are always welcome as family.
Inspired by the Setouchi Sea, the brand color, asagi blue, was chosen to represent the calm and serene sea. For the signage, we created an original typeface that represents the gentle movement of the waves through their various heights and delicate strokes. Within the traditional atmosphere, the essence of friendliness can be found in the signage and item design. An example of this playfulness is the restroom icons designed with the salt workers' uniforms, representing Setouchi’s salt farming industry, as well as the do not disturb signs that utilize locally woven ribbons―showing the interaction between guests and the local community.
Surrounded by the clear blue sea and pristine fresh air, come and enjoy the scenery of the Shimanami Sea route and feel the warm welcome of Azumi Setoda.
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>>>https://azumi.co/setoda/
Client: Azumi Japan Inc. & Naru Developments
Architectures: Shiro Miura, Rokukaku-ya co,ltd & Azumi Setoda Architectural design team
construction: daiwa kensetsu Co., Ltd
Branding: Terasu
Brand design: artless inc.
Cd & ad: shun kawakami, artless inc.
Design: hsieh yin & aoi fujikawa & yafa koseko
Photography: yuna yagi & max houtzager
Signage & Item photography: yuu kawakami
Design & Project management: moeko tamakawa
Undertaken as a member of artless Inc.