Panasonic Group is Japan's leading electronics manufacturer. The design department, which has approximately 400 employees in total, is headed by Shigeo Usui, executive officer in charge of design at Panasonic Holdings Corporation.

This time, Premium Japan representative Mio Shimamura visited Mr. Usui and interviewed him about the products and services they create, as well as their corporate philosophy. She will unravel Mr. Usui's vision for the future and the essence of ``Japanese sensibilities'' and ``Japanese aesthetic sense.''

Cutting-edge design from Kyoto, a city where you can experience Japanese culture first hand

Since Konosuke Matsushita founded Matsushita Electric Appliance Manufacturing Co., Ltd. in 1918, the Panasonic Group has developed into one of Japan's leading electronics manufacturers. Currently, we are developing and manufacturing a variety of cutting-edge equipment and services, not only BtoC products such as white goods such as refrigerators, beauty appliances, and audio equipment, but also BtoB equipment such as airport authentication gates and Tokyo Sky Tree lighting. ing.

In April 100, when Panasonic celebrated its 2018th anniversary, it opened "Panasonic Design Kyoto" in Kyoto. Shigeo Usui, who was the director of the design center in the appliance department at the time, promoted this project.

``Until then, white goods such as washing machines were sold in Shiga, and black goods such as audio equipment were located in Osaka.From a customer's point of view, Panasonic was the same regardless of whether it was white or black, but the culture and location were different. They are different, and the mindset of the designers is also different.I thought we should form one organization."

One of the reasons for this decision was that he felt a sense of crisis about the current situation in Japan when he returned from China in 2016.

``While China had changed dynamically during the 10 years I was working there, Japan had not changed much when I returned.I felt like I was being left behind in the world.''

We will form a solid brand called Panasonic and create a design base that will increase our competitiveness. There are several reasons why Kyoto was chosen as the location.

``Kyoto is a place where everyone is attracted by its unique culture and atmosphere, both foreigners and Japanese people.Even in the places that feel close to us, we can feel the beauty of Japan condensed. Furthermore, there are many craftspeople and artists, and it is full of things that will inspire designers.I thought it would be the perfect place to share designs globally."

Another reason was a story about the founder, Konosuke Matsushita. Konosuke Matsushita had a villa in Kyoto, which was said to be a special place for Konosuke to deepen his thoughts.

``Konosuke Matsushita is said to have done business in Osaka, but when thinking carefully about something, he thought about it in Kyoto.'' A university professor in Kyoto also said that if you were thinking 10 years into the future, you could do it in Tokyo, but 100 years later. I was told that Kyoto would be a good place to think about the future, and I thought there was a meaning to the different time periods in which these cities were nurtured.''

Konosuke Matsushita loved Kyoto for contemplation. Perhaps it was inevitable given Panasonic's DNA that it would be broadcast from Kyoto.

A place where people gather and new encounters and ideas are born

The completed ``Panasonic Design Kyoto'' will occupy offices from the 4th to 9th floors of the building, with the 9th floor being a spacious open space. Seminars and workshops are also held for people from outside the company, in a comfortable space overlooking the Kyoto cityscape and mountains in the distance.

The other floors also have a counter kitchen that can be used freely and a meeting space where you can come up with ideas whether you are alone or with a group of people. Everything from input to output leading to Panasonic design takes place in this space.

``When it opened, Panasonic was the only place like this.Not only people from outside the company, but also executives who had little opportunity to interact with this place started to visit, making it a natural place for people to gather. Another positive effect is that the number of job applications, including new employees and mid-career applicants, has increased overwhelmingly.

The design department not only creates products for commercialization, but also engages in various collaborations based on the connection with Kyoto. The collaboration with GO ON, a young creative unit that inherits Kyoto's traditional crafts, is still fresh in our minds. The company also participated in the Milano Salone and won awards such as the ``Best Storytelling Award'' for two years in a row, and the various results born from this area are providing inspiration to designers.

What is the design management that Panasonic aims to achieve?

Now, under Mr. Usui, the Panasonic Group is focusing on "design management."

“Design management means incorporating design thinking and the thought process that designers take for granted into management.For example, when we think about a product, we think about what kind of things we need to enrich our lives, and how we can help society. We envision a future in which things will get better, and we try to create something concrete towards that goal.In management, we do not think in terms of forecasting, thinking as an extension of the present, but rather envision the future society we want to realize. Panasonic's design management involves drawing up a long-term strategy for what the business should look like. Thinking about what needs to be done now to realize the future society we have envisioned.

Specifically, the design department facilitates the heads of each business department to envision the future and formulate specific measures to realize it. However, Mr. Usui points out that this concept of "design management" may have existed at Panasonic in the first place.

``In the early Showa era, when large motors were the mainstay, Konosuke Matsushita foresaw that a time would come when small motors would be used in large numbers in homes, and he quickly began producing and selling motors.As a result, it was used in refrigerators and rice cookers, and became the foundation for the development of home appliances. I think this was a completely new way of creating a future-oriented business."

Careful manufacturing is Panasonic's philosophy

Let's ask Mr. Usui, who continues to communicate from Kyoto, where he experiences Japanese culture every day, one more time. What does the Japanese aesthetic sense mean to Panasonic?

``In one word, I think it's 'polite.' Panasonic is so serious about manufacturing that you might even call them 'stupid.' I heard that our company's microwave ovens from a few years ago are still in use.It may have been a failure from a business perspective, but it can be seen from a modern sustainability and ethical perspective. I think Panasonic's ability to carefully create products that can be used for a long time is extremely important."

Mr. Usui says that this can also be felt in the careful way of life that is cultivated here in Kyoto and in the craftsmanship that has continued since ancient times.

``We don't just make good products, we also take care in packaging, thinking about the recipient, and carefully delivering the products we make to people.I feel that the beauty of Japan lies in this.We also have a passion for design. I also want to always work with courtesy towards the people I work with."

This idea is actually connected to the reason for the existence of Panasonic Design itself.

"Panasonic's design philosophy is ``Future Craft.'' It means continuing to carefully create the future. It means ``understanding people's thoughts, being familiar with the place, and adapting at times.'' I think it is both the originality and the sensitivity that Japanese culture has cultivated.If we replace these three with ``human beings,'' ``space,'' and ``time,'' everything has the character ``ma,'' meaning we have a strong relationship with other people and things. We create products and deliver them to society by considering the relationship with them. I believe that this is also the sensibility of the Japanese people, and is the essence of Panasonic design."

Design touches people's hearts, changes the way we work, and has an impact on society. Panasonic will continue to constantly transform the products that are created here in Kyoto, as well as the awareness of work and society. I look forward to that future.

Shigeo Usui

Panasonic Holdings Co., Ltd. Executive Officer in charge of Design / Panasonic Corporation Executive Officer in charge of Customer Experience (and) Head of Design Division. Joined Matsushita Electric Industrial (now Panasonic) in 1990. He designs products such as televisions and washing machines. In 2007, he was assigned to Shanghai, China, where he established an organization from scratch as the director of the Design Center China base, and grew it into a group that creates locally-originated designs. For 17 years, he was the director of the Design Center of Panasonic Appliances Company. He led the transformation of the home appliance design department, including the consolidation of the Kyoto base. In 19, he became the head of the company-wide design division, and in 21 he became an executive officer of Panasonic Corporation. Current position since 22.

Mio Shimamura