Makio Hasuike & Co.: Design through tradition and innovation
With a wealth of expertise and a legacy rooted in collaboration, Makio and Noemi Hasuike share how open dialogue with companies shapes innovative and enduring design solutions.
Design is more than just creating objects or spaces; it’s a way of imagining new possibilities and addressing the needs of society. In the latest episode of Behind, we interview Makio and Naomi Hasuike of Makio Hasuike & Co., stepping into their Milan-based studio to explore a journey that blends art, architecture, and communication.
Growing up, the designer’s destiny seemed aligned with the art world. However, a pivotal encounter with the history of design during university altered that course. “Design originally emerged for social reasons,” they share. “Reading about the Bauhaus was transformative. It showed me how design could be a powerful tool to improve daily life.”
This revelation sparked a passion that led them to enter their first design competition. While the initial attempt ended in failure, persistence paid off—the second attempt secured first prize. These early experiences fueled a lifelong journey in design.
The Milan studio, housed in a building originally created by an engineering team associated with Gio Ponti, is steeped in history. “We tried to preserve the spirit and atmosphere of the original structure,” the designer explains.
The space’s essence resonates with their approach to design: respecting tradition while looking forward. Visitors often expect a distinctly Japanese style due to the designer’s foundational training and sensitivity, but they emphasize that design isn’t about adhering to a singular style. “Being a designer is about imagining new paths,” they assert.
This philosophy of exploration is evident in their collaborations with major companies. “I’ve seen marketing teams present extensive analyses and global studies,” they recall. “But my father, with calm and politeness, would challenge the brief, opening the door to fresh possibilities.”
For the designer, dialogue is essential to a product’s success. “Without exchange, a product becomes poor. Talking and exploring together, even if the outcome isn’t immediately clear, is crucial.”
At the core of their process is a timeless tool: paper and pencil.
“It’s a way of reasoning, imagining, and investigating,” they explain. “It ties back to the origin of the design process.” This method has evolved over time, blending traditional techniques with modern technology. The designer reflects on the transition from drafting tables to AutoCAD, highlighting the mix of tools that defined that era. While today’s 3D modeling software allows for precision and effective communication with technical teams, they caution against relying too heavily on computers. “There’s almost no margin for error—they’re too rigid. Computers are vital, but they need to be mastered, just like paper.”
Luck also played a role in the designer’s journey. Establishing a studio in Milan wasn’t easy, requiring both a name and connections. “But I was also lucky. Luck is always necessary, isn’t it?” they remark with a smile. Over time, perseverance and a deep respect for design’s social roots helped them carve a unique path in the industry.
Today, the studio’s work spans product design, spatial design, and even communication and architecture. As the designer puts it, “The fate of a product is determined in its initial phase. It’s about imagining, exploring, and exchanging ideas. That’s where the magic happens.”
From the historic charm of their workspace to the meticulous balance of tradition and technology, this studio embodies the spirit of contemporary design.
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