Design Interview: Tsunehiro Kunimoto, Mitsubishi


“I have conducted interviews with real customers in Asia, Europe, Japan and the USA. They told me that ‘honest’, ‘robust’ and ‘reliable’ are key markers of the brand. I want to express this through design.”

When I was a kid, my father spent a lot of time overseas and he brought back many interesting industrial items from Europe. These were beautifully designed, and very different from Japanese design at the time. I think I became excited about design then because of these objects, which were designed for very functional usage: this was what sparked my interest. Then, while at university, I bought a car. I loved modifying and driving that car; driving was like having a private room, I could go anywhere, and many of my best experiences come from cars. During that period the oil crisis was happening, and not many students were interested in going into automotive – but I believed the car would survive.

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