We often refer to a certain type of project as “jazz.” It refers to projects that deliberately incorporate elements of ad-libbing and improvisation into the design process. For example, making fixtures for a pop-up event that will be discarded immediately makes no sense and costs too much. Besides, this kind of project usually has a tight deadline. Therefore, we need to minimize the effort and time to build them and consider a design approach where the very act of minimizing effort and time becomes an interesting concept in its own right. For example, we can alter the relationships between different objects by devising unlikely combinations of off-the-shelf items; creating something using only what's readily available at a DIY store; refraining from using any tools; or refusing to backtrack once a decision has been made. Doing so can sometimes create a sense of tension—like a jazz performance recorded in a single take—that a meticulously planned design cannot achieve. Or we might call it the appeal of deeply irreversible design—like calligraphy or sculpture—something that cannot be undone once the process has begun. Setting challenging constraints and making improvisational decisions are also ways to break free from habitual patterns and gain new perspectives.
The Omotesando Wart Fair was the kind of project that perfectly suited the “jazz” approach. It was a three-day wine event held over a weekend at the end of August at Omotesando Hills, and we were commissioned to design it in mid-July. This wine fair features restaurants with deep expertise in natural wines and a keen eye for music and fashion. Rather than simply serving wine, it would offer both the pleasure of in-depth knowledge sharing and casual enjoyment of wine. It aimed to propose new, diverse ways to enjoy wine, ranging from casual standing bars to fine dining. By that point, the event’s visual identity—a casual, laid-back design by Ken Kagami—had already been finalized, and we thought it would be interesting to match its tone.
Our idea was to create a space for enjoying wine by simply placing tablecloths, lighting, and flower arrangements—as “symbols” of a carefully prepared dining experience—on everyday objects like stepladders, refrigerators, pallets, and beds. By borrowing these ready-made items, we avoided creating new objects or generating waste. We created situations where guests could enjoy wine using whatever was available as a makeshift surface—sitting on the floor, perching on a sofa or bed, or drinking standing up. These objects were arranged to gradually rise in height from the entrance to the back of the venue, creating a layout that offers a panoramic view of various scenes from the entrance.
By positioning the DJ booth around the bed, we aimed to minimize the distance between performers and audience, creating a home-like atmosphere where guests could enjoy wine while listening to music. To accommodate a variety of events, the venue features high ceilings and a movable batten system. Instead of using the built-in lighting, we lit the entire space only with flexible, organic lighting suspended from the ceiling that can be bent into any shape and small task lights, while incorporating light from the CDJ deck and the refrigerator into the lighting scheme.
Just because it’s highly improvisational doesn’t mean it has to be casual. Here, we sought to create an elegant improvisation with tablecloths, lighting, and flowers. Improvisation possesses a quality that cannot be achieved through planning. Planning yields reproducibility and stability, while improvisation embraces irreversibility and creates tension. Planning reduces errors, while improvisation transforms errors into meaning. Planning alone doesn't provide enough “noise,” and improvisation alone tends to become scattered. Regardless of the scale of the plan, we feel that this back-and-forth and balance between the two is crucial.
Team:
Architects: DDAA Inc.
Construction: Conel
Produce: Naoto Uemura
Creative Direction: Terrain
Art Work: Ken Kagami
Graphic Design / Sign Planning: Yuki Endo
Flower Arrangement: MY'S
Food & Drink Vendors: AC HOUSE / Massif / Ukiyo / Bar Part Time / KIKI WINE CLUB / wineshop lulu / Ruby Wine
PR: KIIIRO.inc
Operation Management: Saki Narisawa
Narrative Design: Kishodai Kageyama
Sound System: ADAM Audio
Sound Engineer: Nekomachi
Event staff: clutch inc.
Photographers: Kenta Hasegawa, Max Houtzager
