INTRODUCTION
What is abrAsus?
The name "abrAsus" is a combination of the Latin word "to shave off” and the Japanese word "to apply oil." The name reflects its desire to reduce friction in our everyday lives by creating something that trims away the unnecessary.
In 2009, abrAsus launched the "thin wallet," which received the Good Design Award for its innovative and thoroughly pursued concept of "comfort in your pocket." Not only is this product structurally thin, but it also embodies a minimalist lifestyle where possessions are kept to the bare essentials to enable comfortable living. Over a decade since its release, it has become synonymous with the brand and is favored by many minimalists.
The designer, Kazushige Minami, discusses "abrAsus house" and its concept here.
INTERVIEW
"Creating value from
scratch without being
bound
by the conventional
wisdom of product design."
"Make Desires Into Reality."
Q: Please tell us why you’ve
decided to establish a hotel.
Minami: In our apparel and
accessories business, wallets and
bags became the primary focus of abrAsus brand. However, I've always thought about designing a variety of things like cars, airplanes, and even cities from scratch.
Although I work on turning other people's ideas into products, I’ve realized that I enjoy spending time designing my own products.
I've always had a love for staying in hotels and ryokans. Every time I stayed in one, I would be amazed by the design or the exceptional service, and I would often think to myself, "It would be even better if they did this." It was something I found rather enjoyable. Over time, this passion escalated, and I began to desire to design buildings themselves.
However, even up till now, I've never really settled on a place to live for a long time. I’ve always lived in rental homes so it made it challenging to design my own home.
At one point, I considered building a vacation home. However, given my deep-seated love for travel, I realized I wouldn't be visiting the same
vacation home multiple times in a year. This realization ultimately
inspired me to "establish a hotel."
Q: Please tell us about the
concept of the hotel.
Minami: It's a "hybrid of a hotel and camping."
The primary focus when establishing the hotel is
For instance, traditional Japanese inns, or ryokans, are renowned for their exceptional service and warm hospitality.
You can expect delicious meals, relaxing hot springs, and more.
However, after staying in several ryokans, you might
discover that there is not much variation in the meals and services offered, to the point where, after a couple of years, you might not be able to recall which ryokan you visited or what service you received.
I realized that this wasn't the kind of "memorable
experience" I wanted to offer in a hotel. I want to make it more stimulating for the guests, even if it means sacrificing some comfort. This is where the concept of
"camping" came into play.
For better or worse, camping
experiences tend to be memorable. You shop for supplies on your way to the campsite, set up tents as soon as you arrive, and prepare meals. You spend time with friends and family, playing in the great outdoors, and before you know it, it's dinnertime. "The rice still tastes great even though it’s slightly burnt." This is the essence of camping.
This is an experience that cannot be gained through passive service but through active participation.
However, camping doesn't always equate to a "pleasant experience." Physical exhaustion, varying weather conditions (sometimes cold or hot), noisy neighboring tents, or insects that keep you awake all contribute to a sense of tiredness, leaving you exhausted on the drive back home. Surely some people feel that way.
So I thought, “Why not combine the best aspects of hotels and camping?” A hotel where you can enjoy the essence of living in nature while still having the comforts of a hotel – that's abrAsus house.
