In your usual living room, in the streets you casually come across, in the ordinary everyday life, you encounter a dazzling array of colors. HERALBONY LIFESTYLE is an endeavor to create tools for everyday life, stepping beyond the joy of dressing up. It combines the overflowing sensibility of artists in welfare facilities throughout Japan with the historical craftsmanship techniques from various regions. The enduring beauty and durability are supported by skillfully reproduced colors and pleasing forms. The resulting creations add vivid flowers to your daily life, connecting the makers and users with great enthusiasm. Through this presence, everyday life and landscapes are colored. Embrace a life where the colors born from welfare settings spread throughout your daily life.
Heralbony LifestyleConcept making / Photography
- Heralbonny Co., Ltd.
Many people's emotions towards the word "welfare" are often characterized by "not knowing" or "not fully understanding." There are not many individuals who wholeheartedly hold positive and creative feelings towards welfare. This is because opportunities to encounter "welfare" or "intellectual disabilities" in everyday life are extremely limited. However, what if the fabric of your favorite chair you've been sitting on since childhood or the carpet on the floor of the library you always visited were actually born from welfare-inspired art? If the vibrant colors were the catalyst for learning about "disabilities," the perception of welfare might change, even if only slightly. There should be no inherent boundary between welfare and daily life. To realize this obvious truth with higher resolution, a lifestyle brand was launched.
The project started with a series of hearings with the HERARBONY team. They discussed the reasons for undertaking the project, its significance, the appeal it holds, and their vision for the future. Through these discussions, three major guiding principles emerged. First and foremost, their vision is to create a new standard for the future where disabilities are seen positively and naturally, as an integral part of society. On the other hand, they recognized the importance of having a strong and compelling product appeal, emphasizing that it should not be simply "purchased because it's related to welfare," but rather because it's "cool" or "desirable." These keywords were extracted and used to formulate the brand's philosophy.
This project utilizes crowdfunding as a medium, and based on the concept and keywords obtained through interviews, we have created the following text: "We do not aim to create just another interior brand. Our goal is to bring the uniqueness and brilliance of artists with disabilities into everyday life as something natural and ordinary. Imagine if the fabric of your favorite childhood chair or the carpet in the library you used to visit were artworks born from the world of welfare. If encountering these vibrant colors became an opportunity to learn about disabilities, the encounter with welfare would surely be wonderful. There is no barrier between the world of welfare and our daily lives. We are determined to make this a reality in the city and in our surroundings. To achieve this, we realized that we needed to go beyond creating products like ties and umbrellas that we used to "wear" and increase our interactions with the world. Eating, sitting, sleeping, walking – in the flow of everyday life, we want to gently experience the brilliance born from the world of welfare. These colorful elements in our rooms are so full of energy and beauty that they will surely bring joy and vibrancy to our daily lives. From dressing up to living. We don't ask you to think about welfare every time you use our products, but if you can somehow sense the distant presence of the creators and share your admiration by saying, "This is lovely," and if we can respond, "Actually, it's a special piece," that would be immensely gratifying."
The launch of this brand is indeed a significant step, and at the same time, when we reverse-engineer it from the future we want to achieve, it is just a small step. Creating the ordinary is challenging and daunting. Aiming to become a lifestyle brand that lasts for 100 years and beyond, we continue to take small steps towards realizing a future where we adorn the city with welfare, one day at a time.
- Concept making
- Rie Kimoto
- Riko Sakamoto
- Editor / Writer
- Ryo Saimaru
- Photo / Movie
- 雷神 inc.
- Mariko Okazaki
- Brand direction
- Paper Parade Inc.
- Elaiza Ikeda