More than 30 Estonian designers and design companies are represented in the Japanese cities of Tokyo and Yokohama as part of the showcase concept initiated by the Estonian Association of Designers.
In 2014, the Estonian Association of Designers initiated a concept titled “Size Doesn’t Matter” to introduce the country’s design to foreign countries and present a cross-section of the contemporary design in Estonia. The concept highlights the contrast of the small size of Estonia with the density of designers and the abundance of their achievements.
So far, the concept, adapted to suit different geographical areas, has been presented as an exhibition in Belgium, Austria, Sweden, the UK, France, Italy, the US and beyond. It has now reached Japan, having been presented at the Interior Lifestyle Living Fair 2019 in Tokyo from 20-22 November, after which the exhibition will be presented in Yokohama until 25 November.
Minimalist style and natural materials
“The exhibits include advanced industrial products and demonstrate the combination of a rich visual heritage with the very latest technologies and solutions,” the Estonian Association of Designers said in a statement. The collection includes products related to home furnishing – textiles, furniture, lighting, ceramics and glass – as well as fashion accessories, such as bags, shoes, jewellery and gift items. “The crisp collection is characterised by minimalist style, natural materials, sustainability, ingenious solutions and humour.”
For the Japanese market, the concept is called “ehe* Estonia” (“ehe” means genuine in Estonian). “It was created in collaboration with Japanese PR experts. Hopefully, the campaign will aid with business matchmaking and will make Estonia known as a creative country with unique air of its own,” the Association of Designers added.
Both the established Estonian designers as well as promising young artists who are gaining recognition, are represented.
Cover: Estonian design showcased in Japan.