For over half a century, Nippon Design Center (NDC) has been at the forefront of Japanese design. As a leading global creative agency, it attracts major multinational brands and organizations drawn by its decades-long track record for clean, precise, and innovative design solutions. While NDC’s reputation in Japan is well-established, the agency recognized the need to adapt to an increasingly globalized design landscape. This realization led to the establishment of NDCLA, its North American arm, in 2022, directed by Daigo Daikoku, a longtime NDC partner. Here, Daikoku explains his reasons for choosing Los Angeles as the base for NDC’s international expansion and his thoughts on what a Japanese agency can bring to the international audience.
For over half a century, Nippon Design Center (NDC) has been at the forefront of Japanese design. As a leading global creative agency, it attracts major multinational brands and organizations drawn by its decades-long track record for clean, precise, and innovative design solutions. While NDC’s reputation in Japan is well-established, the agency recognized the need to adapt to an increasingly globalized design landscape. This realization led to the establishment of NDCLA, its North American arm, in 2022, directed by Daigo Daikoku, a longtime NDC partner. Here, Daikoku explains his reasons for choosing Los Angeles as the base for NDC’s international expansion and his thoughts on what a Japanese agency can bring to the international audience.
Lifestyle-Conscious Design
In our digitally connected world, design has taken on new dimensions. With a simple tap of a finger, we can share ideas across continents, bridging the gap between bustling cities and quiet countryside. This global exchange of information, while exhilarating, presents us with a unique challenge: How do we create something truly distinctive when we’re all drawing inspiration from the same well?
Lifestyle-Conscious Design
In our digitally connected world, design has taken on new dimensions. With a simple tap of a finger, we can share ideas across continents, bridging the gap between bustling cities and quiet countryside. This global exchange of information, while exhilarating, presents us with a unique challenge: How do we create something truly distinctive when we’re all drawing inspiration from the same well?
This question resonated deeply with me, as our work as designers profoundly shapes people’s creative experiences. It led me to reflect on the essence of design itself. At the risk of sounding cliché, I felt an urgent need to step outside my comfort zone and experience a different rhythm of life and gain a new perspective on how we each form our realities.
My design career began at NDC in Tokyo in 2003, fresh out of university. Those early years were exhilarating and full of possibilities to push creative boundaries. Working with renowned brands both in Japan and internationally, I learned to put myself out there and take on as many opportunities as possible. In 2010, I was fortunate to become a partner, leading my own design studio within NDC. The new position brought new challenges. I learned very quickly that it was impossible to do everything on my own. Instead, I needed to focus on the specifics and have faith in my team to be efficient and effective.
However, as the world moved increasingly digital, a new curiosity took root. I found myself obsessing on the role of designers on people’s creative experiences. In a world where someone in Tokyo might see contents not too dissimilar to someone in New York, how could we infuse a sense of unique individuality into our work?
I realized that to answer this question, I needed to broaden my horizons. After thoughtful discussions with my colleagues, we decided to expand NDC’s reach overseas.
This question resonated deeply with me, as our work as designers profoundly shapes people’s creative experiences. It led me to reflect on the essence of design itself. At the risk of sounding cliché, I felt an urgent need to step outside my comfort zone and experience a different rhythm of life and gain a new perspective on how we each form our realities.
My design career began at NDC in Tokyo in 2003, fresh out of university. Those early years were exhilarating and full of possibilities to push creative boundaries. Working with renowned brands both in Japan and internationally, I learned to put myself out there and take on as many opportunities as possible. In 2010, I was fortunate to become a partner, leading my own design studio within NDC. The new position brought new challenges. I learned very quickly that it was impossible to do everything on my own. Instead, I needed to focus on the specifics and have faith in my team to be efficient and effective.
However, as the world moved increasingly digital, a new curiosity took root. I found myself obsessing on the role of designers on people’s creative experiences. In a world where someone in Tokyo might see contents not too dissimilar to someone in New York, how could we infuse a sense of unique individuality into our work?
I realized that to answer this question, I needed to broaden my horizons. After thoughtful discussions with my colleagues, we decided to expand NDC’s reach overseas.
Several cities and countries stood out: Amsterdam, with its rich artistic heritage that had inspired me since childhood, such as France and Italy. London and New York, homes to brilliant designers who seamlessly blend creativity with business acumen. But what truly captivated me was the idea of immersing myself in a culture that celebrates unabashed self-expression. I was drawn to a place where personal agency isn’t just accepted but celebrated, where living authentically means proudly showcasing one’s lifestyle choices.
Several cities and countries stood out: Amsterdam, with its rich artistic heritage that had inspired me since childhood, such as France and Italy. London and New York, homes to brilliant designers who seamlessly blend creativity with business acumen. But what truly captivated me was the idea of immersing myself in a culture that celebrates unabashed self-expression. I was drawn to a place where personal agency isn’t just accepted but celebrated, where living authentically means proudly showcasing one’s lifestyle choices.
The journey to expand NDC in LA is more than a business decision—it’s a personal quest to refine my creative understanding. I’m inspired by the creative challenges that lie ahead. Our goal remains constant: to create designs that define the unique lifestyle of each individual. Now in my seventh year here, I realize more and more the potentials and opportunities for NDCLA.
The journey to expand NDC in LA is more than a business decision—it’s a personal quest to refine my creative understanding. I’m inspired by the creative challenges that lie ahead. Our goal remains constant: to create designs that define the unique lifestyle of each individual. Now in my seventh year here, I realize more and more the potentials and opportunities for NDCLA.
Interview
Daigo Daikoku
Creative Director and Broad Member
Edited by Kazz Morohashi
Visual and Communication Design
Produced by Hiroko Kusano
Studio Director
Interview
Daigo Daikoku
Creative Director and Broad Member
Edited by Kazz Morohashi
Visual and Communication Design
Produced by Hiroko Kusano
Studio Director
Read the next article: Bridging Design Gaps
Read the next article: Bridging Design Gaps