CODE 2010
POSTER DESIGN COMPETITION
One of the most highly anticipated experiences for visitors to Nagoya, whether on official or private business, is eating “Nagoya-meshi” [literally Nagoya meals, referring to foods popular in, or unique to, Nagoya.] Many Nagoya-meshi dishes are enigmatic at first glance; it’s hard to imagine what they might taste like. But more often than not, one bite and you’re hooked on their intriguing flavors. And every Nagoya-meshi dish has a unique history and culture, in terms of its origin, proper etiquette and how it’s eaten. Once you know, you feel like visiting Nagoya to try Nagoya-meshi, and you feel like telling others about it. We created a Nagoya-meshi handbook—a visually appealing and interactive pop-up booklet. We visited shops where various Nagoya-meshi were invented, interviewed the owners, and researched the details of each dish, from inception to the present, including all of that information in our publication.
So that it can serve as a guidebook, we included maps showing which subway stops to use to get to various restaurants. We used the pop-up format in hopes of enhancing the users’ understanding of, and interest in, the techniques for eating various Nagoya-meshi.
Souvenirs act to crystallize memories of places visited (re-experience; a souvenir for the visitor); recipients of souvenirs learn the visited locale and are tempted to visit (simulated experience: a souvenir for others). Our Nagoya-meshi handbook works for both parties: the visitor and the recipient. This volume reminds the visitor of Nagoya, and entices the recipient to visit Nagoya. With this handbook, everyone is a Nagoyan!
Sugiyama Jogakuen University: Isami Amemiya
It was a very good experience for us to participate in the CODE project, which dealt with changing our relationship with souvenirs; what was something to purchase became something to make. It was also meaningful for us to understand that what makes good souvenir design is not only the concept of superior functionality but also designing with the meaning and background of souvenirs in mind, imagining the feelings of both the buyer and the receiver.
Another good aspect of this project, co-hosted by Kobe and Nagoya, was the opportunity for participant groups to present in both Nagoya and Kobe. Ordinarily, a group gets only one chance to present, even if it is motivated by other groups’ presentations to try again. For this project, we were able to make a more finished presentation at the second venue. One of the problems with student work is that it tends to be rough around the edges, turning the contest into one of ideas only. It was a valuable experience for us to have our work reviewed objectively and to have successfully exploited our second chance. It goes without saying that the idiosyncratic differences between Kobe and Nagoya added to the appeal of this event.
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