The travel guidebook "d design travel" introduces one book for each of the 47 prefectures, showcasing local things and experiences.
It's a book you want to keep with you. A book you want to carry around. By learning about the richness of local culture, by the time you finish reading, you will come to love that place, and Japan as a whole — that's what I believe this book is about.
As of June 2020, we are in the process of producing the 28th edition, the Okayama issue.
What kind of book is "d design travel"? What kind of people are creating it, and with what thoughts?
What is "d design travel"?
"d design travel" is a travel guide with a design perspective, first published in 2009 by D&DEPARTMENT.
It was launched with Kenmei Nagaoka, the founder of D&DEPARTMENT and a design activist, as the first editor-in-chief.
D&DEPARTMENT is engaged in activities to review and introduce "long-lasting, locally distinctive designs" from all 47 prefectures, themed around "long-life design."
"d design travel" is not just a travel guide.
The editorial team stays in the area for two months to select and feature items and experiences that embody the "local character" and "uniqueness."
With the concept of editing one book for each of the 47 prefectures, 27 booklets have been published by March 2020.
In addition to the magazine, information is also disseminated through real-life events such as exhibitions at Shibuya Hikarie and the provision of set meals.
The Commitment of "d design travel"
When you open "d design travel," the first words you see are "Thoughts on the publication."
Over two pages, it describes the thoughts behind its creation and the criteria for research and editing.
Let me quote a part of it, "Editorial Philosophy."
- Always use it personally first. Stay overnight, eat, buy, and verify.
- Do not feature anything that does not evoke emotion. Write honestly, in your own words.
- If there are issues, recommend it while pointing them out if it is wonderful.
- Fact-checking with interviewees should be limited to verifying facts only.
- From the perspective of long-life design, only feature things that will last long.
- Photography should not exaggerate using special lenses. Capture things as they are.
- Maintain ongoing communication with the places and people featured even after publication.
They have a strong set of standards and introduce things very sincerely.
Because of their uncompromising standards and quality, they have captured the hearts of many people across the country.
I spoke with Hidetoshi Shindo, the editor-in-chief of "d design travel," who is currently staying in Okayama.
Interview with Hidetoshi Shindo, Editor-in-Chief of "d design travel"
So, "d design travel" stays in the area for two months and takes four months to produce, right?
Shindo
I believe it is essential to live in the area for two months.
If you just decide on the interview subjects by researching online and visit only for interviews, you could probably finish the book in about a month, but that's not the case.
Living in the area makes you realize that what you expected may not stand out as much as you thought, and you might exclude it from the feature.
It's tough, but it's interesting.
During the two-month stay, how do you get around?
Shindo
The first month is for research. In the second month, I visit for interviews.
Actually, I'm not a "travel enthusiast."
When I, who am not a travel enthusiast, think, "This place is amazing!" I believe other readers will be even more interested.
I trust that feeling and travel first as an ordinary person.
What are the characteristics of "d design travel"?
Shindo
When I say we create the book from a design perspective, people often think we are introducing "cool things and places," but that's not the case at all.
The concept is to "introduce places unique to that area."
Therefore, even if a café or restaurant is very popular among locals and delicious, if it could be found in a neighboring prefecture, it won't be featured — that's the rule.
Even if it's not stylish or is very local, we introduce places that can only exist in Okayama, are important to Okayama, and we hope to preserve for the future, by walking, seeing, and experiencing them ourselves.
In other travel magazines or guidebooks, it's often unclear who is recommending what.
In "d design travel," you can understand who is recommending what and on what basis.
The process of research and interviews is also shared on social media.
Since you experience and write articles, I heard you eat a lot during interviews.
Shindo
During my two-month stay in Kagawa, I think I visited about 200 Sanuki udon shops. Locals might think that's still not enough, but for us, it felt like a lifetime's worth of eating.
The criteria for whether to feature something is not based on taste. For me, I first look at whether the bowl is characteristic of that area.
Other factors include toppings or whether the owner is interesting. We introduce shops with unique personalities.
In Okayama, for example, the dishes might be Bizen ware.
Are you also focusing on Bizen ware?
Shindo
Yes, we are.
There are many Bizen ware kilns, right?
But we decide to feature just one in our reviews.
It's hard to know who is good just by asking people, so you have to visit each shop and kiln to verify for yourself.
This book cannot be made with a vague "I just kind of chose this kiln."
If you can't clearly state the reason, it would confuse the readers.
I will visit soon, but for example, I might discover that "this shape is important." It will depend on the visit.
Do you receive feedback from regions you have previously covered?
Shindo
We receive a lot of feedback.
I think of it as a cultural magazine rather than a guidebook, as we conduct thorough research and writing.
I want to create a book that will function properly even 10 or 20 years from now.
Do local readers often respond with "I learned about shops I didn't know about"?
Shindo
Many people seem to think of it as a book that introduces "quirky places and hidden gems," but it's a bit different.
I hope they can think, "This shop is important and characteristic of the area" about the places they already knew.
In reality, I want local governments and residents to see it.
Local people can also read it to learn about their own culture.
Shindo
It may sound presumptuous to call it a textbook, but I hope they can view it that way. Some schools even select it for their libraries.
It's sad that places like train stations and main roads are filled with nationwide chain stores, making every area look the same.
The purpose of introducing local shops in the book is to preserve those unique places, and even if a shop disappears, if people can look back and think, "This shop was really good," it might inspire efforts to revive it.
When trying to provide local cuisine in local dishes, it costs money.
I understand that using dishes from a 100 yen shop is easier.
That's why we gather as many people as possible who are doing such "difficult but meaningful things" in this book and support them together.
Nagaoka dreams that if the market for this value that "d design travel" cherishes expands, Japan will become a place where such people can continue their businesses sustainably.
In the production of the Okayama issue, you are seeking support through crowdfunding. Please tell us the reason for this decision.
Shindo
"d design travel" also engages in advertising sales, and the information for each prefecture at the end is contributed free of charge.
I was worried if it was okay to ask for further support when we have received so much cooperation.
However, the mechanism of crowdfunding is similar to how we create this book.
We take the approach of "going to the area and exploring" and "increasing our friends."
In "d design travel," we hold workshops in advance to ask locals for recommendations and then travel.
Sometimes, people we meet in workshops guide us during our travels.
Gradually, the philosophy of "d design travel" permeates, and we conduct interviews while gaining support.
If you take out the financial aspect, what we are doing is quite similar to crowdfunding.
Crowdfunding is also a pre-order and a form of research.
Due to the impact of the new coronavirus, it has been difficult to come to Okayama for interviews immediately.
I personally believe that asking "Where would you feature in this book?" in a survey and receiving responses has value beyond money.
I want to focus on increasing the number of supporters and the feelings of support rather than just funding.
Of course, funding is becoming a significant challenge to continue for more than 10 years.
It's easy to support when you say, "We will create a new book" or "We will create a book that has disappeared," but when it comes to a book that is recognized as "likely to continue," people wonder, "Why are you doing this?"
Our company is also going through a tough time due to the pandemic, and if the crowdfunding does not succeed, there is a possibility that the Okayama issue may not be produced.
To prevent that from happening, I feel a strong desire to "first ensure success."
Looking at the proportion of supporters, currently, less than half are from Okayama.
And I want to increase the number of people who think, “Let’s pass on Japan's craftsmanship and cultural history to children and the future.”
Crowdfunding ongoing until June 30
“d design travel” is raising a total of 13.9 million yen for the production of the Okayama edition, with 5 million yen being sought through crowdfunding.
Only if the target amount is achieved can the collected support funds be received, in an "All-or-Nothing" format.
The fundraising is open until June 30 (Tuesday) at 11:00 PM.
My recommendation is the 10,000 yen "【Standard Course】Advance reservation for the magazine & goods (with doodle MAP)."
In this course, if the target amount is achieved, the following items will be received as returns.
- Advance reservation for "Okayama edition" to be shipped as soon as completed
- 【Limited copies!】A slightly more detailed doodle MAP from the editor-in-chief
- A thank-you email
- Invitation to the "Okayama edition" related SNS group
- Name listed as a supporter in the "Okayama edition" (only for those who wish, nickname allowed)
- 【Supporter exclusive】Original sticker for the "Okayama edition"
- One of the following perks
- 【Supporter exclusive】Sacos from Okayama's FROM LIFESTOCK
- Original ring notebook
- 【Currently available exclusively at Shibuya Hikarie】d design travel luggage tag
Let me introduce the sacos perk.
It is a product from the D&DEPARTMENT's "FROM LIFESTOCK" project. It is said to be a size that can hold a wallet and a book while walking around the city during travel.
The fabric that is lying in the warehouse is generally called "DEADSTOCK."
However, according to Shindo, "For us, it is not DEAD but living stock."
“FROM LIFESTOCK” is about redesigning leftover fabric from factories in various regions into products.
It is confirmed that fabric from Okayama Prefecture will be used, but the details are not yet decided.
It is a perk that you can look forward to seeing "what color and what kind of fabric it will be."
The "editor-in-chief's slightly more detailed doodle MAP" is a MAP filled with writing.
On the day of the interview, it was already the fifth day since Shindo arrived in Okayama, and I was surprised at how much he knew about Okayama!
I wonder what kind of MAP will be created with the experiences he will write down over the two months.
Looking forward to the day I can walk Okayama with the Okayama edition in hand
I also think, "It's sad that various places in Japan are becoming filled with nationwide chain stores, making every place look the same."
A world where the individuality of each place is alive and can be proud is wonderful.
That’s why I hope the activities of "d design travel" continue.
And simply, I want to keep reading in the future!
Please take a look at the crowdfunding page.
In the "Latest Information" section, the travel experiences are being shared, and interesting information is updated daily.
And when the Okayama edition is completed, please walk around Okayama with the book in hand.
