I’m on a business trip to a remote island of Japan. When we landed at its small yet lovable airport, we rent a car to move around the island. As I drive myself, I can feel how the land undulates. Watching how local people operate their cars while keeping their distance from others, I can understand the outlines of their lifestyles and culture, though vaguely, including the shape of the island and the temperament of local residents. 

Most of the cars on the island are compact kei cars. Each one of them appears lively as it harmoniously blends with the island’s time-honored landscape. The slightly worn-out kei van we rented is perfectly in sync with the island’s peaceful atmosphere and comfortable space, making me feel how pleasant it is to drive at 40 kilometers per hour.

While driving, I happened to see a woman studying alone in the shade of a tree beside a small beach. The strong sunlight was kept out by a momotamana tree (Indian almond), where a cool and dry breeze was blowing through. And nearby, flowers planted by the villagers were in bloom. She apparently enjoyed her alone time, surrounded by a refreshing breeze and gentle sounds of waves.

Probably, the scene I came across was just a snapshot of her everyday life. But to my eyes, it looked strikingly beautiful. Then I realized that design is not just about creating unusual excitement. This experience made me think it’s important for designers to cherish what’s happening in people’s everyday lives.

Context Design Dept.
Senior Director
Kentaro Hayase