Interview with Pitot Designer, SHONO WATANABE
Pitot, a new and innovative eyewear brand, was launched in 2023 by director and designer Shono Watanabe. In this exclusive interview, Watanabe shares his journey into eyewear design, his sources of inspiration, and his vision for the future of the brand, including the new autumn 2024 frame, "SCHLUMBERGERA I", inspired by the Christmas cactus.
(Image above: Visual image of SCHLUMBERGERA I, Pitot's new autumn collection. The frame is inspired by the Christmas cactus.)
Could you tell us about the inspiration behind the name "Pitot"?
"Pitot" is derived from the Pitot tube, an instrument used to measure fluid flow velocity. It's often used in aircraft to measure airspeed. Given the ever-changing nature of trends and the world around us, I wanted to create a brand that could navigate these currents.
Before starting Pitot, you were involved in floral art. Could you share what drew you to this art form and what you found so captivating about working with plants?
Initially, I was interested in art, design, and industrial design. It was through this interest that I discovered floral art and was immediately captivated. In floral art, we work with living, breathing flowers. When we cut flowers, we're essentially shortening their lifespan. However, even in their shortened lives, they continue to grow and change as we nourish them with water. I find the beauty in this transformation, the way their appearance changes daily. It's a testament to their strength and fragility. In a sense, floral art is one of the few art forms that involves working with living organisms.
Model ROSTRATA is inspired by the captivating, multi-layered structure of the South American tropical plant, Heliconia rostrata.
Pitot's models are often named after the binomial nomenclature of plants like the Easter Lily (Lilium longiflorum) and hyacinth, and plant imagery is frequently used in product visuals. Do you feel that your experience in floral art has influenced your frame designs?
My background in floral art has significantly shaped my approach to eyewear design. When working with flowers, understanding their structure and growth patterns is essential. Each flower has its unique characteristics that determine how well it will complement others in an arrangement.
As I've explored the world of botany, I've come to appreciate the intricate beauty of individual plants. By incorporating these natural structures and capturing the essence of a flower into my frame designs, I'm able to create eyewear that is both visually striking and unique.
Pitot's package design: the brand card features illustrations of plants that inspired each model.
What do you value most when designing?
Above all, I aim for designs that are both original and unity. While there are certain limitations when coming to designing eyewear frames, I believe that one could create infinitely eccentric designs if they wanted to. However, that's not what we as Pitot is looking for. Instead, we focus on combining new elements such as structure and subtle shapes to ultimately create a cohesive form of eyewear.
What are your sources of design inspiration?
Of course, plants are one source, but I draw inspiration from all things I find beautiful.
I believe that there are traditions and cultures that have been cultivated over long histories, and I learn about their backgrounds and how they have endured for so long, incorporating them into my designs where appropriate.
At your spring 2024 exhibition, you created a booklet featuring Japanese craftsmen from various fields, such as a gardener and Banko ware potter.
I sense a deep appreciation for craftsmen and their craftsmanship. You have moved to Fukui prefecture, the area known for eyewear production in Japan, to pursue your design work.
Could you tell us about your encounter with eyewear making in Sabae city, and why you decided to manufacture Pitot frames there?
Regardless of their field, I believe that craftsmen who have dedicated themselves to their craft for many years develop their own unique senses and sensibilities. I deeply respect their spirit and perseverance.
Having always loved eyewear design, I vaguely wanted to start my own brand, but as someone with no industry experience, I thought I should first immerse myself in the heart of eyewear production, learn about the industry, and observe the mindset of craftsmen firsthand. That's why I moved to Fukui prefecture.
It might have been a simple thought, but I realized there were things I couldn't have learned without being there, so it was definitely the right decision. Our frames are manufactured at a factory in Sabae, and I was truly impressed by the quality when I saw the finished product. The fact that the factory is nearby and that communication is smooth is also a big plus.
From Pitot's photographic collection booklet "THE SHOKUNIN": THE CARPENTER series. The frame is model HYACINTHUS III.
From Pitot's photographic collection booklet "THE SHOKUNIN": THE GARDENER series.
The visual images seen on Pitot's Instagram and other platforms are incredibly beautiful and striking. Are you directly involved in creating these visual images?
Yes, I'm basically in charge of all the direction.
As it connects with the story of inspiration, I adopt traditions and cultures cultivated over long histories as visual images using modern technology and expression methods.
Visual image for Fall 2024. Featuring the new SCHLUMBERGERA II model.
Part of Pitot's brand concept is to "place an emphasis on "attractive" within the framework of eyewear, creating sophisticated and one-of-a-kind designs". How would you like to further deepen this "attractiveness" and what kind of eyewear designs and worldview do you want to express in the future?
I think there's something truly magical about things that instantly capture your heart. It's the same feeling I felt when I was first drawn to floral art, and it's something I want to convey through eyewear, given that I'm running an eyewear brand. I believe that by incorporating an overall concept and atmosphere, we can create a more captivating experience.
I can see you've put a lot of effort into the visuals.
Yes, that's right. We've created designs that might make people think, "What is this?" and we'll continue to challenge ourselves with such visuals images. Of course, they are eyewear, but I'd be happy if people would see them as a form of expression beyond just eyewear.
In addition, I would like to incorporate elements from different industries and cultures, combining them with eyewear in a uniquely Pitot way to express our own ambience.
Green from the RGB series, a visual image of Pitot.
Could you tell us about your new collection for fall 2024?
Our new collection introduces Pitot's first-ever metal frame. A distinctive feature of this design is the dual front bar, which creates a dynamic look when viewed from different angles, adding a sense of luxury.
We also paid close attention to the temples structure, incorporating slightly protruding parts to create a more angular look. The design is inspired by the spiny stems of the Christmas cactus, but rather than directly replicating the plant's form, we focused on capturing the plant's edgy strength and rigid texture throughout the frame. The choice of metal allows us to capture the rigid and edgy aesthetic of the Christmas cactus.
Newest model, SCHLUMBERGERA I, inspired by the Christmas cactus.
Could you share your vision for the future of Pitot and any upcoming events?
Although we haven't done this much in the past, we're looking to actively host pop-up events in Japan. Simultaneously, we plan to expand our reach internationally. We're excited to further expand the world of Pitot.
A visual representation of Pitot's Teeny.Tiny.Guys series, featuring the model LONGIFLORUM. Inspired by the pure elegance of the native Japanese Easter lily, the frame captures the flower's noble stature.
Pitot
Pitot accurately grasps the flow and grasps the times no matter the situation as times change day by day.
Rather than simply being caught up in trends, we place an emphasis on "attractive" within the framework of eyewear, creating sophisticated and one-of-a-kind designs.
There is a view that can only be seen when you actually touch and wear eyewear made with reliable technology and the most suitable materials.
Website: https://www.pitot-eyewear.com
Instagram: @pitot_official
EYEWEAR CULTURE Interviewer afterword:
I had the pleasure of meeting Shono Watanabe for the first time at the spring exhibition in Tokyo in 2024. Despite his calm demeanor, he exudes a strong passion for eyewear design and expression. It was an invaluable experience to learn about his meticulous attention to detail, the high quality of his handcrafted eyewear made in Sabae, and the underlying philosophy behind his refined visual imagery.
"PITOT PHOTOGRAPHIC COLLECTIONS" booklet he released in Spring features stunning photographs of Japanese craftsmen from five different fields and Pitot's frames. The images capturing a craftsman from Mie Prefecture, Watanabe's hometown, engaged in the traditional craft of Banko ware, felt like a glimpse into the origins of Watanabe's identity and creativity. With the debut of their first full-metal frame at the fall exhibition, Pitot continues to impress. We eagerly anticipate their future creations.
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。
