The Attention to Craftsmanship in Japan [vol. 2]
This is the second installment of a series in which a photographer from "aruci," a product line for artisans from the manufacturing group "waji," interviews and introduces fascinating artisans from around the country on the theme of "The Commitment of Japanese Artisans."
This time, we asked Mr. Iida of the popular florist FUNDERLUXE about what he keeps in mind to exceed high expectations.
Profile
Satoshi Iida
Based in Osaka, she works as a florist both in Japan and overseas. Her work has a good sense of style that is immediately apparent when you look at it, and she has attracted a lot of support with her captivating worldview.
Business content
---Interviewer (omitted)
Thank you for your time today.
Mr. Iida (hereafter referred to as "honorifics omitted")
thank you.
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First of all, please tell us about your business.
Iida
Our company name is FUNDERLUXE Inc., and we operate three businesses.
[Flower Division] A shop business called LUVONICAL flower works and an external construction team. [Bridal Division] A wedding production business called "Hana no Wedding Shop." [Photo Division] A photography business with a studio in Honmachi, Osaka, with photographers on staff.
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Please tell us about the relationship between the three departments.
Iida <br>As the company is based around Laboratory Flower Works, the business has developed around flowers, producing bridal events that make use of flowers and offering photo plans that make use of flowers.
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What are the affinities and strengths of the three businesses?
Iida
Even in the photo plan, our florists flexibly arrange the styling, bouquets, and floral arrangements on-site, creating a strong sense of liveliness, which is a unique strength. Also, since we are dealing with living things like flowers, there will be waste, but by carrying out these three businesses together, we are able to reduce waste and take good care of the flowers until the very end. Above all, we believe that the worldview created by our florists is our strength.
A career that formed the basis of my worldview
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You have a lot of support on Instagram, but could you tell us about your career path?
Iida
My career path as a florist is a bit unique. The florist I joined as a new graduate was the largest company in the industry. I worked there for about eight years, and spent my 20s in a very busy environment working in the bridal industry, mainly in Kyoto. I think that during that time I was able to build the foundations of my skills and way of thinking.
When I was 28, I had a connection with a company that popularized original weddings in Japan, and I worked for the company while also managing the store where I was a manager at the time. Original weddings are different from regular weddings in that they start with finding a venue and then create the venue from scratch, so I really gained the ability to create something from scratch.
When I was 30, I transferred completely to the Original Wedding company, but in fact, during the four and a half years I was there, I didn't deal with flowers.
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Does that mean he wasn't a florist?
Iida
Yes. I wasn't a florist, but rather worked as an art director, and was the person in charge of directing the space. We really created everything from scratch, so I drew all the visual arrangements, gathered the necessary props, held meetings with florists, and worked together to create the venue. At the time, I had relationships with around seven florists, and I would choose a florist depending on the worldview I wanted to create...that was how I worked.
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Why did you choose to become an art director instead of a florist?
Iida
Even when I became an art director, I had decided that at some point I would return to floristry. If you focus solely on floristry, there will inevitably come a time when you become the top in that environment. When that happens, you will reach a phase where you can only grow within your own framework - studying on your own, gathering information on your own, thinking on your own - but in my role as an art director I have been able to interact with many top florists through my work and constantly learn.
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What have you learned from top florists at different companies?
Iida
There were many things on the job that I hadn't learned in the eight years at my first company, and I was made aware of many things I had taken for granted or that I had been stuck on. I think that most florists work with fixed members and fixed locations, but I've been able to go to completely unfamiliar places, create from scratch, and handle many different locations, so I think I've been trained more than other florists to be flexible and think from scratch.
Inspiring experiences
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Have you seen any work by other top florists that has left an impression on you?
Iida
Among florists, there are some who are simply good at flowers, some who are good at interior design, some who are good at large structures, and some who make incredibly detailed objects. The most impressive thing was seeing a 7m-class piece. 7m is pretty big, isn't it? It's about the height of a three-story building.
--- <br>To the average person, it's surprising that creating such huge objects is within the scope of a florist's work.
Iida
That's right. There are jobs like carpentry. I think that's how I learned to create things without being bound by typical images.
Always creating new things
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Please tell us what you consider important when creating a work.
Iida
Concept weddings are not sold as packaged products, so planners and producers create a concept for each bride and groom, and then the pictures are drawn based on that concept. Therefore, no two weddings should ever have the same concept, and we make it a point to never create the same decorations or space.
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How do you create a concept that suits the bride and groom?
Iida
I think it's all about getting as close as possible to the essence. It's easy to grasp what's on the surface, but I think the key is to dig as deep as possible into the meaning of the concept and what you feel when you meet the bride and groom.
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How will you dig deeper?
Iida
I believe my job is to help the bride and groom achieve their ideal self. In other words, I think of it as contributing to their branding.
How do you want to be seen as the real you? For example, there is your usual self, but do you want to be cuter than usual, cooler, more refined, or a little sexier? If there is an ideal you are aiming for, then you need to prepare a space where you can work towards that, or prepare a bouquet, or something like that. I try to portray the "image of who I want to be" that is not my usual self.
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What do you pay attention to when interviewing?
Iida
If I have an hour to talk, I only spend 5 to 10 minutes talking about flowers. I explain my current philosophy of branding to the client (I will at the very least discuss color tones), but since detailed discussions about flowers are not their stage, I stand on the bride and groom's stage and listen to their personalities and emotions.
I try to stand on the other person's stage and talk about the person I want to be in a field that I can use language for.
Exceeding high expectations [Expressing the essence]
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What is the moment when you think, "Okay, I can do this"?
Iida
Fortunately, my customers follow me on Instagram, so they are basically my fans. It's easy to work with them . In the past, Iida wasn't a well-known name, so I was just an individual in a company. That meant starting from a place where trust hadn't been built. Now, people see my work on Instagram and so on, and they come to meetings with me with a certain degree of trust built, saying, "I'll leave it to you." It's easy to tackle , and I can approach it with confidence.
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" You say it's " easy to get involved in ," but if the customers are fans, aren't their expectations high from the start, so the hurdles aren't high?
Iida
That's true. It's a pressure every time. I always think about whether I've created something that suits the couple and whether I've created something that has never been done before, but I clear the hurdle of making sure they're happy as I proceed with the design. In terms of expectations, I think the expectations I place on myself are always higher than the expectations of the bride and groom.
For the bride and groom, seeing a floral arrangement is a new experience for them. I think the higher hurdle is always whether you yourself have been able to answer the questions of "Have I created something new?" and "Have I been able to take on a challenge?" This is also true for the expectations of not only yourself, but also the expert staff who are creating the arrangement with you.
I believe that if I and my staff can be moved, then naturally the bride and groom will be moved as well.
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"Your own expectations and those of those involved are always higher than those of the bride and groom," he said....I felt he was very professional.
Iida : Even so, I always wonder if people will be surprised when it's unveiled. But I've continued to exceed those expectations, and I intend to continue learning and challenging myself.
Afterword
The words, "The expectations I place on myself are always higher than the high expectations of my customers," made a strong impression on me and taught me the attitude I should have as a professional.
I think the wide range of options available to change jobs for personal growth is also reflected in the diverse expressiveness of Iida's work.
Speaking about his work, Iida spoke with a sense of enjoyment about both the high pressure and the challenges he faces. In this interview, I learned deeply about the importance of having a "constant learning attitude" and clarifying "what you expect from yourself."
In aruci products
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Please tell us your thoughts on aruci products.
Iida
As per the concept of aruci, I think it excels in both functionality and design. It looks cool at first glance. And as I use it, the texture of the fabric feels great, it's functional enough for work that requires water, and it's easy to maintain, so I find it very useful.
![[Expressing the essence] What popular florists keep in mind to exceed high expectations.](http://aruci.jp/cdn/shop/articles/image-619954_400x.jpg?v=1693334107)
![[Diversified management of hairdressers] The only concept that leads to a large number of repeat customers and a comfortable workplace](http://aruci.jp/cdn/shop/articles/1-887444_400x.jpg?v=1690019676)
