A Book on Furniture beyond Time and Place
For the development of the brand book for SAIBI, an office furniture brand by KOKUYO, we were responsible for the editorial design and art direction. In parallel with the process of redefining the brand’s ideal vision, we translated its philosophy and worldview into a single publication. Rather than simply organizing and communicating information, the book explores the value of time and place within the working environment, as well as the relationship between people and space. Through this editorial approach, we created a distinctive brand experience that embodies the world of SAIBI.
Office Furniture Loved Across Time and Place
In KOKUYO’s office furniture brand SAIBI, we redefined the brand’s ideal vision and created a brand book to share its worldview both inside and outside the company. Atelier Kritik was responsible for the entire process—from editorial planning and art direction to photography and book design.
Since the COVID-19 pandemic, growing attention has been paid to well-being and healing in work environments, leading to a shift in the values expected of office spaces. Beyond convenience and functionality, what is now required is a richer, more emotional quality that provides a true “reason to be there” and fosters a sense of belonging. SAIBI was born as a product line that responds to this cultural moment. However, the underlying philosophy and worldview had not yet been fully verbalized or visualized. With an eye on future product expansion, the brand’s ideal image was redefined, and a brand book was created to enhance the perceived value of SAIBI.
Deliveries & Scope
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Project Team
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Executive Director, Senior Art Director
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Brand Director, Gestalter
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Team
Photography : Yusuke Nishibe Photographer