"People" and "the world" photographed by Nikaido Fumi.

For this project, designer Sugawara has invited Nikaido Fumi, with whom he has a personal friendship, to act as photographer.
The location of the photo shoot was the LORO/1117 Osaka store, which opened in September at the Osaka Norin Kaikan.

Sugawara was the subject, and the photos were taken while touring the carefully designed interior and building of the Norin Kaikan Hall together with Nikaido Fumi.

LORO : Thank you for your hard work on the grand opening of the Osaka store.
First of all, as this is the long-awaited second directly managed store, I would like to ask about the designer Sugawara's particular preferences and thoughts,
This time, Fumi Nikaido participated as a photographer, taking photos of the store's interior and building.

I would love to hear more about this wonderful shoot.

First, let me introduce your store. Can you tell me what kind of store your Osaka store is?

Sugawara : I've known about the Osaka Norin Kaikan for about three or four years. I thought it was a wonderful historic building, and I had secretly been thinking about how I might like to become a tenant there.

LORO : It seems like you had been thinking about that idea for a while. By the way, what was the main reason you chose the Osaka Norin Kaikan?

Sugawara : The simple reason was that the building was beautiful. Also, I get the impression that buildings are built without spending too much money on them these days, but in the past, people had more financial and emotional security, and I think it's fascinating that this was reflected in the buildings. (Of course, the gap between rich and poor was greater than it is now.)

It seems like each building is carefully crafted, rather than mass-produced.

As a result, buildings that are about 90 years old, such as the Agriculture and Forestry Hall, remain in good condition.
I thought that the idea that "things made with care last" simply relates to jewelry.

LORO : And this time we asked Fumi Nikaido to photograph our Osaka store, so I'd like to hear why you asked her to do it and the story behind it.

Sugawara : Our relationship began when I bought Fumi's photo book some time ago. I'm just a fan.
The photos of Fumi I saw in the photobook left me with the impression that many of them were warm, yet slightly rebellious, and had a sense of strong will and human warmth.

Maybe it's because you've been working since your teens and twenties, but I think it's amazing that you have such a clear focus. Of course, I'm sure it's also because you've had a variety of experiences...
I was once again drawn to Fumi-chan, who is so unwavering in her beliefs and is wonderful.

LORO : It was because of those feelings for Fumi that this shoot was made possible.

Sugawara : I think that the way we express ourselves in photography to show the depth of a brand is a little different from the way we express ourselves in photography to show a location.
I thought it would be nice if I could express a bit more warmth and humanity , and Fumi-san was the first person that came to mind, so I thought I would take this opportunity to ask her for help.

LORO : Looking back on the filming, what did you think?

Sugawara : First of all, before the shoot, we had a frank chat about various things, like recent updates on our lives.
Even while we were talking, I thought it was wonderful that she still had a firm grasp of her own principles, but also kept a level head. Seriously, but she's really charming. Haha, I was able to see that side of her even when the shoot started, and I was able to relax and participate in the shoot.

LORO : What did you talk about during filming?

Sugawara : The staff at the museum explained the history of the Norin Kaikan, but Fumi is very knowledgeable about many things and we were filming while talking about the details of the building's design.
While filming, I often felt that it would be rude to professionals if I didn't get to the bottom of everything.

Even so, I thought it was charming that the atmosphere was flat and didn't make me feel nervous while we were filming. It was fun, like we were just having a conversation.

LORO : Was there a moment during this shoot when you felt Fumi's feelings?

Sugawara : I think all of the photos really show Fumi's kindness.
Also, I didn't get the feeling that she was trying to take pretty photos or put on airs, so I thought it was great that it was so typical of Fumi.
It's easy to think that you have to take cute, pretty, and stylish photos, but Fumi has a broad perspective and was able to focus on the small details and take beautiful photos through her own filter, so I was very happy when I saw the finished product.

LORO : Is there any photo that you took this time that was particularly memorable?

Sugawara : The photo I took of the front steps of the Agriculture and Forestry Hall was different from the scenery I was seeing, and I discovered that this is how it should be framed.
It looks very romantic and is a beautiful piece. It made me realize that there are people who look at things in that way.

I think jewelry is like a dream, something that seems close but is far away, so I personally love the sound of romantic jewelry.

LORO : Is there any shoot you'd like to do next?

Sugawara : There was something Fumi said that I really sympathized with. As social media develops and the gap between the real world and the social world continues to widen, it feels like the people and things you meet on social media and the people and things you meet only in the real world are becoming less likely to happen by chance, because you seek out information yourself.
Things happen in the real world, so when you go there you discover something wonderful that you didn't know existed.
I would like to try shooting videos that are analog but make people think, "I'd like to go there."
I'd also like to try shooting videos that connect the social world of SNS with the analogue real world. The task of conveying a worldview, or rather the place and method of conveying an atmosphere, is something I'd like to put a lot of effort into in the future. Personally, I like brands that do this well.

LORO : Next year will mark the 10th anniversary of the launch of the brand. What do you want to prioritize as a brand?

Sugawara : I think it's important to go back to basics once again.
Fumi and I were also talking about what value is.
I would like to continue building my brand by taking a step back and asking myself if I am adding more value to what I have created than what I have.

So I'm very grateful that I was able to work on this shoot with Fumi at such a good time, leading up to our 10th anniversary .

LORO : So you'll continue to do everything carefully, just like Sugawara-san.

Sugawara : Yes (laughs). To be honest, I can't keep up with the speed at all. It's really hard work to look over everything and create something responsibly.
Social media is a tough time, really. But I think we should remain neutral and only create things that we think are good.