Interview with Padd design, designer MEIJI HASUI

Padd design LLC, based in Kagawa Prefecture, presents three original brands: PADMA IMAGE, N PRODUCT, and tico chouette. We interviewed Meiji Hasui, the designer of these brands, about the background of the brand launches, his commitment to design, and thoughts on his hometown of Kagawa Prefecture, where his atelier is located. (Above: Visual image of PADMA IMAGE. The models are wearing Model STK Col.1 (right) and HEX Col.3 (left).)

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PADMA IMAGE Model STK Col.1

Learning Design Independently and Establishing a Brand

Meiji Hasui designs three original brands, PADMA IMAGE, N PRODUCT, and tico chouette, under Padd design LLC.

The first brand, PADMA IMAGE was launched in 2011 with the concept of "the pursuit of sensation". Could you tell us how you learned eyewear design independently and established the brand, despite having no prior experience?

Although I was specialized in engineering in university, I liked eyewear as a fashion item and would often sketch various designs in my notebook with a pencil. I had a desire to turn my designs into reality someday, so I joined a major eyewear chain store. At that time, there was a company initiative that allowed participation in buying trips to SILMO Paris(the largest international optical fair in Europe), and I applied without hesitation. There were many exciting eyewear that I had only seen in overseas photo books and magazines, and I was quite inspired.

After that, I went to Sabae (a city in Japan known for eyewear manufacturing) to have original designs made and consulted with designers I met through my previous job. In 2011, I returned to my hometown of Kagawa Prefecture and launched my first brand, PADMA IMAGE. I'm exploring things that are difficult to put into words but appealing and resonate with the senses.

What kind of eyewear designs did you see at SILMO Paris?

At the time, the eyewear store I worked at mainly carried trendy and cool designs. However, I liked more European-style designs, so I was very excited to see many colourful and charming designs that weren't available in our store, and it was a lot of fun for me.

In many cases, not all products from the brands we did business with would be stocked; instead, only a selection chosen by the store would be displayed. So, I thought that was all there was to those brands. But when I saw their entire collections at SILMO Paris, there were various designs, such as classic styles and red round frames. I gained a deeper understanding of the brands, realizing, "I thought this brand had this kind of design, but they actually have more aggressive designs!". Furthermore, there were many uniquely designed eyewear that hadn't yet come to Japan, which was very stimulating.

A section of Meiji Hasui's sketches

Thoughts Behind the Three Brands

What is the meaning behind the brand name PADMA IMAGE?

"PADMA" is Sanskrit for lotus flower, and I named PADMA IMAGE in connection with my own name as "Hasu" means lotus in Japanese. Sanskrit is an ancient Indian language, and the lotus flower is so highly valued in India that it's the national flower. There's a saying, "The lotus rises from the mud, yet remains unstained by the mud." and that's something I aspire to be.

PADMA IMAGE model HEX Col.3

N PRODUCT uses natural buffalo horn, unlike PADMA IMAGE which uses acetate material. Please tell us the reason for this choice?

Originally, I liked the milky white and natural colors of acetate, and I often use horn-patterned acetate in PADMA IMAGE as well. I own various frames, from vintage to recent models, but I fell in love with buffalo horn frames because they are natural materials with a rich variety of colors and patterns, and they have a powerful charm that cannot be expressed with artificial materials. Eyewear made out of natural materials are considered expensive and difficult to handle, but buffalo horns can be adjusted more than wood and are not as expensive as tortoiseshell, so I feel that they can be distributed as a more casual item, not just as a luxury item. Coincidentally, there is a craftsman in Kagawa Prefecture who repairs natural material eyewear, and the possibility of after-sales maintenance also encouraged me to launch the brand.

Using the thick root section of buffalo horn. The large patterns unique to natural materials are appealing. From the top, N PRODUCT models Ocelot, Storks, and Armad.

In 2024, you have launched the brand tico chouette, a small-sized eyewear brand for adults, featuring a lovely owl illustration by Kagawa-based illustrator Ichiro Yamaguchi as the brand's symbol. Please tell us about the background and thoughts behind launching this brand.

There was a time when PADMA IMAGE created simple oval shape frames, and I had a desire to revisit making clean and simple designs. However, since it was quite different from the current PADMA IMAGE designs, I decided to create a new brand. Compared to the past, there are more people with smaller faces, but many existing small-sized brands have designs that are more girly styles, and I wanted to create something more neutral, cool, and simple. I met Mr. Ichiro Yamaguchi when I was helping with a volunteer art event a long time ago, and I reached out to him this time. Personally, I own several of his works, and he is an individual whose character I deeply respect.

Brand tico chouette model AWA in colour #1 and colour #5 from the top. All model names are derived from island names. AWA is from Awashima Island in Kagawa Prefecture.

Where do you get your design inspiration from?

I often refer to books other than eyewear-related ones as well, such as books on geometric shapes and illustrated books of flora and fauna. Geometric shapes exist in the natural world, as seen in seashells, honeycombs, and plants. Originally, I was fascinated by the shapes created by the overlapping of geometric figures when I was studying engineering, and I think that interest is still reflected in my current designs.

What do you particularly keep in mind or value when designing?

I pay attention to the balance between the appeal and interest of the object itself, and whether it looks good when worn. Because I want people to use them. Even after the drawings are completed and sent to the factory, I sometimes make last-minute specification changes. It causes trouble for the factory, but my priority is both whether I personally want it and being able to create something satisfying right up to the very end.

Since the launch of the brand, you have been based in your hometown of Kagawa Prefecture. Could you tell us the reason for this and the appeal of Kagawa Prefecture?

Even when I was working at an optical store in Osaka, I would take days off to return to Kagawa, visit the islands of the Seto Inland Sea, or go fishing, which is my hobby. It's simply a place where I feel at peace. I think the living environment is especially important, and being away from the city centers and production areas, I feel it's a good environment for me to relax while being moderately influenced.

The view from near Atelier Padd AP.

Do you often go fishing as a hobby?

I haven't been able to go much lately (laughs).

Kagawa Prefecture has a lot of reservoir ponds. Originally, it's a region with little rainfall, so there are many small ponds called "tameike", for storing rainwater to irrigate the rice paddies. There are a lot of black bass in them, and bass fishing was really popular when I was in elementary school. I occasionally go sea fishing, but I used to do more bass fishing.

Last year, you established an atelier near the mountains and a fishing port in Kagawa Prefecture as a new base for Padd design. Is it possible to see frames from all brands at the atelier?

Also, what kind of place do you envision it being for visitors?

You can see all brands unless they are lent out for events. I used to work from home, but as the number of brands increased, space became limited, so I was looking for a workspace. I like the atmospheric feel of fishing ports and old buildings, so I searched around and rented an apartment nearby. Most of the people who have visited so far are from outside the prefecture, but since they've come all the way, I would be happy if they felt it was worth the trip. Since the pandemic, my opportunities to engage with endusers at events have ceased, so speaking with them now is a fresh experience, and I gain valuable insights.

The sign of Atelier Padd AP.. Padd AP. serves as both an atelier and showroom.

Please tell us about Padd design's future activities and prospects.

Since going independent, PADMA IMAGE was my only outlet for ideas. So, when I had other ideas I wanted to try, I had to reject them if they didn't fit the PADMA IMAGE aesthetic. so if I had other ideas I wanted to try, anything that didn't fit the PADMA IMAGE aesthetic would get rejected. As those ideas accumulated, I faced the dilemma of wanting to express them but not being able to. Thinking this situation wasn't good, I started preparing around 2020 to create new brands and incorporate the business. Although I don't have much time, there are many new ideas that have come up during the process of managing three brands, and I'd like to take my time to create remakes and one-of-a-kind products without brand labels.

Padd design is scheduled to exhibit at the spring optical fair "Ramble 2025" from April 8th. We are looking forward to see the new designs.

Thank you very much for your kind cooperation with the interview.

Meiji Hasui

Eyewear Designer at Padd design. Based in Kagawa Prefecture, handles the design and planning of three eyewear brands: "PADMA IMAGE", intuitively designed with a geometric theme, "N PRODUCT" using buffalo horn as the material, and "tico chouette" small-sized eyewear for adults.

Padd design LLC. Website： https://www.padddesign.com/

PADMA IMAGE Website： https://www.instagram.com/padmaimage/

PADMA IMAGE Instagram：@padmaimage

N PRODUCT Website： https://www.instagram.com/n_product_eyewear/

N PRODUCT Instagram：@n_product_eyewear

tico chouette Website： https://www.instagram.com/tico_chouette/

tico chouette Instagram：@tico_chouette

Atelier Padd AP. Website：

https://www.padddesign.com/paddap

Postal Code: 769-2102

Address: 3871 Kamosho Village, Kagawa Prefecture (Advance booking required)

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CULTURE EYE Interviewer afterword:

Finally, we were able to conduct an interview with Meiji Hasui of Padd design. In recent years, he has launched two new brands in addition to PADMA IMAGE, and we had received a reply that we'd wait until the brand launches settled down. Personally, I feel that the appeal of the eyewear frames created by the designer lies in the fact that you can sense the designer's intention and attention to detail within the unique designs. The pure presence that Padd design frames exude – perhaps its secret lies in Kagawa Prefecture, Meiji Hasui's hometown and base of operations. Visiting Padd AP., the atelier and showroom, should allow us to experience the value of Padd design even more deeply. I hope to visit someday!

For the interview in Japanese please CLICK HERE.

インタビューの日本語版はこちらをクリック。