Brand story
Farmers, craftsmen, designers, and those who use our furniture—this interview series offers a multifaceted understanding of Look into Nature from various perspectives. Enjoy four beautifully filmed episodes.
Episode 1
The farmers
The “igusa” industry has been in Japan for over 1,300 years, but over the past 30 years it has drastically shrunk in scale, putting its continuity into the future at risk. We spoke with the Nakayama couple who run Nakayama Farm in Yatsushiro, which produces over 95% of Japan’s “igusa”.
Episode 2
The craftsmen
We’ll be introducing each of these stories, interwoven with beautiful footage, as well as the hardships and joys of the weavers who weave the beautiful woven “igusa” fabric known as hanagoza, the precision of the dyers who calculate the temperature and humidity precisely to find the optimal mixture for each occasion, and the passion of the furniture craftman who finish the igusa furniture after these processes and send it off around the world. Please be sure to watch.
Episode 3
The designers
We asked Kinoshita, the brand director and representative of design studio Canuch, Michael Geldmacher of Studio Michael Geldmacher, the designer of the SAKYU collection, and Cutu Mazuelos of STONE DESIGNS, the designer of the BOKU collection, to talk about the brand’s philosophy of “Coexistence” from their own perspectives.
Episode 4
Life
Founded in 1829,Nabeya Ryokan is a long-established traditional inn located in Hitoyoshi, Kumamoto Prefecture. In this video, we interview Mineko Tomita, the seventh-generation proprietress of Nabeya Ryokan. In July 2020, catastrophic heavy rains caused the Kuma River to overflow, resulting in severe damage to the ryokan and the surrounding area. Amid immense hardship and uncertainty, Ms. Tomita was forced to reconsider what truly sustains a place, a life, and a culture. She speaks thoughtfully about the deep relationship between tatami and Japanese life, the role of traditional spaces in calming the mind, and how living with Look into Nature furniture can harmonize tradition with contemporary living. Through her quiet yet powerful words, this interview offers insight into Japanese living culture and invites us to reflect on what it means to rebuild—not only structures, but ways of life.
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