Nendo at Milano Design week 2024. Oki Sato: “I’m addicted to design”

Nendo, the studio founded in 2002 by Oki Sato, has significantly shaped the visual landscape of contemporary design in recent years. It epitomizes the broad expression of Japanese minimalism and embodies a harmony between aesthetics and methodology, project and meditation. Such is the synergy between the studio and its founder that it’s not uncommon to hear someone greet Sato with a shout of “Hey Nendo!”—a nod to the Japanese word for plasticine.

Oki Sato

With over 20 years of projects under its belt, Nendo has become a cornerstone of Milano Design Week, showcasing products, displays, and installations. This milestone is celebrated with a dedicated exhibition, at Paola Lenti space (Via Bovio 28, where, in a separate space his collaboration with the company for the Hana-arashi furniture is also showcased), featuring creations ranging from small metal basins inspired by passing rain to shelving compositions reminiscent of overlapping clouds, and even scientific projects like determining the placement of glass crystals in grit, akin to Shiro Kuramata’s technique of immersion dyeing yarns for Memphis furnishings to create recursive patterns. Twenty years of projects born from narratives? Does the word precede the object? “Partly,” Sato says.

“It’s always about storytelling. From several small sketches and text words coming up to my mind, it becomes like a storyline, and then I try to fit in materials, new methods, new processes. Then it ends up as a piece”. As we’ve come to recognize, it’s largely about freezing and crystallizing moments, whether they’re natural phenomena or rational principles, and collecting ideas from everyday life. “I start from very small images, small ideas, small happenings. It’s like breathing,” but it’s also significantly about beginning with tangible data, like the material Paola Lenti provided Sato for their latest collection. Through ceaseless experimentation in the spirit of a crafty cook, they draft what could be called material stories: “The proposed mesh was made of polypropylene. It’s a pity that it loses its soft texture when heated up; it’s not haptic anymore. So, I brought some materials back to Tokyo and microwaved, boiled, and heat-stamped them. In the end, we noticed that by ironing, applying heat, and pressure, we could create a semi-fabric, semi-plastic kind of material: the turning point.”

It’s a linear, almost meditative approach, often regarded in design discourse as a hallmark of minimalism. But when there’s practice beyond the tropes, that’s when we step in to challenge the most prominent figures in contemporary minimalist design about their practice in relation to the ever-evolving contemporary context. We last met Sato 5 years ago during another Fuorisalone: is he still walking the same path? In fact, Sato says, while it may seem that familiar practice patterns persist, the halt brought by the pandemic prompted him, like many of us, to pause the relentless pace and refocus on projects, taking the time to sit down and reflect. “When I came up with the idea for this exhibition, to be honest, (I realized) I’ve been doing the same thing. Now I sort of feel this could be a time for change. We need to do more experiments. We need to change the way we think and engage in more experiments.” Are radical changes on the horizon? “I think it is quite a bet. It will take another four or five years, but my next idea is a different design. It’s not about becoming the next Fabio Novembre; that’s not how it works. At 45, I’m not young, but I’m not too old either. It’s a good time to explore within myself, to reflect on what my design is and what Nendo represents”.

Oki Sato

Is Nendo still questioning its very essence? Apparently so. Yet, an established practice reflecting on its evolution and envisioning a new path should undoubtedly serve as a reference for those navigating and trying to emerge in the world of design today. The point is, Sato says, “I’m not really talented; my only talent is that I am addicted to design. I love design. It’s not just liking, or thinking design is cool. That’s not enough. And if young designers feel like that, well, I think they should pursue something else. It’s that energy that keeps you going. Whether you’re good or bad, those are just details; it’s about the passion for design”. This bold and heartfelt statement stands in contrast to minimalist clichés. “Yes, it’s strange: I’m a Japanese designer, very minimal… but soul is very important. And I feel younger designers need more energy, they need to be more hungry, make more mistakes and keep on running through that kind of energy” Ultimately, one shouldn’t resist the addiction. “Yes, don’t just like, but love. You must be willing to dedicate yourself entirely to design. That’s how I feel”.

Oltre lo sguardo 
Paola Lenti Showroom, via Bovio 28
15-21 April

Opening image: Oki Sato, founder of Nendo