WISE-WISE's dedication to sustainability with Japanese domestic timber

Starbucks Coffee Links Umeda 2F | design: Starbucks Coffee Japan | photography: Wise-Wise

JP

Furniture manufacturer, WISE-WISE, which shifted procurement to sustainable timber and now uses Japanese timber, made a statement declaring itself a Green Company in 2008 when fair wood and illegal logging were not common in the interior industry. We asked representative Mr. Sato about the latest example of their reputable ‘JIMOTO table’ project, which was made in collaboration with Starbucks Coffee Japan, recently.

WISE-WISE has been producing and selling furniture with the theme of “furniture that makes a forest”, which is made from timber from various locations in Japan and by local Japanese artisans. Their work covers space design for shops and hotels, design of furniture, and procurement of timber. For ten years, they have been creating our products which encourage people to get interested in forests and gives an opportunity for people to connect with nature by using timber grown near the shop branches of the client. Starbucks Coffee Japan was interested in this activity and thus WISE-WISE and Starbucks have started collaborating since 2018.

Unique wooden pattern was installed for ‘Starbucks Coffee MSB Tamachi 2F (design: Starbucks Coffee Japan)’. The patchwork like pattern was made of offcuts. photography: Wise-Wise

A large wall art named ‘Peace & Piece’ for the cafe. Each piece was drawn with coffee dye by autistics supported by local NPO group.

For Starbucks Coffee MSB Tamachi 2F, in Tokyo which opened in December 2019, WISW-WISE designated the procurement area for Starbucks in order to create an attractive store with furniture that uses oak wood from Akita as well as the offcuts artistically, in accordance with the ‘Minato model’ that Tokyo’s Minato ward has in place to encourage the use of domestic timber.

After that, through the collaboration of both companies the ‘JIMOTO table’ project developed and communal tables made of domestic timber were introduced to Starbucks branches.

Starbucks Coffee Links Umeda 2F (design: Starbucks Coffee Japan) has opened in November 2019 in Osaka. The rustic bench and pillars were made of local Japanese cedar sourced from Osaka.

The round tables and chairs were made of local Japanese chestnut from Osaka.

Starbucks Coffee Links Umeda 2F in Osaka which set up in November 2019 was designed with a large number of local timber from Osaka. Sato said, “We created furniture and log pillars made of Japanese cedar and chestnut wood under the direction of the design team from Starbucks. Initially, we researched the forestry of Osaka and explored the extent of what we could do by using local timber.”

Sato also said, “Other furniture manufacturers would keep a clear berth of local timber due to the time and effort required to create furniture processed from timber procured in a new area. However, we have people who are highly motivated and have the experiences to create high quality furniture using domestic timber. As an essential part of protecting forests to create a future for children, it is important to create employment within the community.” Before the opening of the branch, some managers and staff of Starbucks cried when they were told about the process of creating the furniture. The feelings of the creators were able to be passed on to the people who work at the cafe, and their passion come across to their customers.

WISE-WISE has been assuming the role of connecting the area of production with society, as well as with the business proprietors, through using domestic timber from the local area.

WISE-WISE is working for Ueno-mura village to revitalise forestry and local wood industry as a consultant. photography: Wise-Wise

In recent years, WISE-WISE also engaged in a consulting enterprise to produce a local community. The content is “based on our philosophy of ‘connection and happiness’, we have been making three strong efforts in fair wood, utilizing domestic timber, and sustainable procurement of timber. Now, while forestry is facing a difficult situation, we have taken the approach of directly selling high value-added products as close to the area of production, and to utilise domestic timber in our products. We provide such measures to produce a local community.” The reason why developing products near the area of production is for both making profit and for increasing employment in the local community.

In the works for their approach in Ueno-mura village, Gunma, they are drawing a grand design with the mayor of the village, on the other hand, they are making a wide range of proposals that include a sales event for their own craft shop, WISE-WISE tools. Sato said, “Producing a local community is not only about selling the products but also increasing employment as a profitable industry.” The future vision of WISE-WISE is founded on their principle of ‘real richness’, so what kind of life will it be? We would like to follow them and keep reporting.