Tokyo, October 14th 2020

Based in Japan, aircord is a creative studio that develops and produces digital content such as spatial installations, experiential designs, applications, and videos through technology. The agency puts a great importance on the essential technology that influences human emotions and actions., combining various technologies in one single experience.
Toshiyuki Hashimoto is a creative producer and technical supervisor at aircord. He started the agency in 2006 with a group of friends after graduating from university. In an interview with TIA, he described the life in Tokyo and the main features of the agency, while looking at this professional path so far.

What makes Tokyo an attractive place to do business and live?

Tokyo has a lot of culture: art, fashion, food, music, games, anime, and so on. Our business is based on the concept of connecting these cultural elements through technology and design. I think Tokyo is an exciting place to be able to take on these challenges.

Tell us about your personal journey. How did you find yourself being CEO at aircord?

When I was in university, I founded a creative team called air, which was a composite of art, music, interactive, video, food, lighting. I ran it with my friends who I met in various places, and we created new kinds of art expressions through events, galleries, experiments and creative activities. After graduating from university, I started Aircord in 2006 in Tokyo to further develop my creative projects.

Please describe your agency in a few words

A creative studio that connects culture and experience through technology and design.

Can you share some recent work that you’re most proud of?

Kolor Spring Summer 2021 Paris Online Collection
https://www.aircord.co.jp/projects/kolor-collection-video

Uncovered Skies
https://www.aircord.co.jp/projects/uncovered-skies

Hermes Jingle Games
https://www.aircord.co.jp/projects/hermes-jingle-games

What was the toughest challenge you faced when growing a business?

Being consistent with the original concept of aircord, while still changing and growing the company in line with the flow of the times. It’s important to maintain this sense of balance while taking on new challenges.

What do you think is the best way to get people engaged in the project?

Becoming able to produce the elements that make people imagine the appeal of the projects and want to work with us. We value making daily efforts to enhance our company’s brand power so that people will want to work with us.

What challenges is the team currently facing?

Because of the current pandemic, the actions and ways people experience things are changing, so we’re having to reevaluate the usual ways of thinking when it comes to installations and interactive plans, and come up with new plans and ways of directing experiences which suit this. I think every day about what the outcome of an experience will be, including the real and virtual.

How would you describe the digital industry in Tokyo compared to other major cities or design capitals?

Like any other big city, it’s constantly changing, with new art expressions and things moving at a fast pace. There are also many points of contact with the world, which allows us to think about business from a global perspective. We are open to them and analyze why they are important and reflect them in our production activities.

In your opinion, what are the key factors that have helped bring Japanese agencies to this level?

I think it’s because they have always embraced new changes in a positive way and each of them has been willing to take risks to challenge themselves.

What issues are you paying attention to right now?

I am so interested in the changes in the way people around the world behave and experience things like the evolution of new platforms, tools, products, and so on. We think and act on the construction of techniques of art expression to meet the new behavioral standards. We focus on solutions through technology and design, concepts and stories.

Thanks Toshiyuki!

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