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In Singapore in September 2025 to speak at the FIND Global Summit, the 52-year-old made time for a chat that was peppered with humorous candour. This might be unexpected by Japanese standards, but is further evidence of what Ashizawa stands for. KEEPING IT REAL “Honest design”, according to him, is about stripping away all artifice and being completely authentic in the execution of every aspect of a project – from its functionality to the materials used, site context, user experience and impact on society. Ego is put aside, as is the need to adhere to current trends. The outcome should have endurability, respect the environment and have a positive impact on future generations. “For example, every time a client asks me to make a ‘wow’ space, I say no. I see it as a gimmick, something temporary. If I design something, I want it to last at least their or my lifetime,” he said. “Another thing I dislike is ‘sustainable materials’, like plastic composites. They don’t last and that is not honest. I think solid wood is much more sustainable.” No wonder then that Ashizawa has sworn off working with “cheap furniture companies”. He is dead set against how they promote a culture of waste. “It costs so little and people don’t appreciate it. When they move to a new home, they throw it away,” he added.
