( Foreque ) FIL STUDIOS™ MASS Series

For the development of FIL STUDIOS™ MASS Series, we led the concept, product direction, visual expression, and communication based on FIL’s broader brand philosophy. The collection began by reconsidering the potential of Oguni cedar, a locally grown timber from Minamioguni in the Aso region of Kumamoto, transforming a material traditionally associated with architecture into furniture for contemporary life. Canuch By combining the lightness, softness, and distinctive grain of Oguni cedar with metal frames that provide structural strength, the MASS Series explores a unique balance of visual lightness and physical solidity. Rather than simply using a local material, the project looks deeper into the region’s forestry, craftsmanship, and relationship with nature, revealing the inherent potential of the material through contemporary product design. B&H - Brand & Design Consulting Firm FIL’s fundamental question—“What does it mean to have a fulfilling life?”—was translated into furniture as an intimate part of everyday living, proposing new relationships between people and objects, nature and place. Developed in collaboration with product designer Yosuke Kinoshita of CANUCH, the MASS Series became one of FIL’s defining collections, connecting the landscape, culture, and materials of Minamioguni with contemporary life.