The master of tokidoki discovered his love for design when he was in a punk rock band as a teenager
Simone Legno is an Italian artist, designer and co-founder of the cult brand, Tokidoki, which means “sometimes” in Japanese.
He was in town for the Singapore Toy Game Comic Conference (STGCC), and has collaborated with Coolcore Singapore to launch limited edition towels with special cooling technology. We spoke with him.
What do you think of Singapore?
I really love it. I love the people; I love the fact that everything is functional, and the design community. There is a lot of support from Singapore institutions.
For example, even before I started to launch Tokidoki as a brand, as a freelance designer, I was working on some projects by Central Narcotics Bureau. About ten years ago, I was doing mobile phone stuff for MTV Singapore.
After that, I was bringing collaborations to Singapore through Le Sports Sac, and Onitsuka Tiger. I’ve done limited editions of stamps for Singapore Post Office.
What makes you happy?
My daughter, first of all. She’s brand new. [Laughs] Five and a half months.
It makes me happy when people love Tokidoki. That’s why I like to do events like Comic Con (STGCC), and signing events because I’m happy when people appreciate my artwork.
It makes me happy to make something new, and my life is full of positive surprises. What I have in my social life – my family, friends, travelling, work – I’m the happiest person in the world.
When did you know that you wanted to do this for a living?
When I was a teenager in high school, I was in a punk rock band. The brother of one of the kids I was in the band with was an architect, so his computer had graphic design software. We had his help for some concert posters and after I saw it I thought, I want to do this for a living; I want to learn how to do graphics with computers.
But it was very expensive because the school was private, so I went to study political science.
After two years, I found some freelance little jobs to pay for design school, and that was it.
What are some projects or collaborations that you are currently working on?
I’m working on accessories, with Karl Lagerfeld, collaborations with Hello Kitty & Sanrio, and NUS. Next week I’ll be flying to Venetia in Italy for a launch event for a toy in the Guggenheim Museum.
I’m in talks for building partnerships to expand the brand internationally, currently in South America, China, and Southeast Asia.
Where do you get your inspiration from?
I constantly think about how to transform things, and to watch things from a different corner. The idea for Sandy the Cactus, a character who needs water, came when I was in South Italy on a holiday to see my parents.
It was very hot and there was nothing to see but sand, and cactuses. I was bored, and with my sketchbooks, I came up with a cactus character which almost looks like a bunny but has spikes. Then I put kids inside. They are pure, innocent and need the cactuses to protect themselves from the bad things.
how did you develop such a deep interest in Japan?
When I was little, Italy had imported many Japanese animation and TV shows and it was right at the end of the ‘70s and ‘80s when I was growing up. It was a natural attraction.
Watching anime was so interesting, like watching Japan pre-Internet era – watching people eating with chopsticks, doors that opened in a different way, bullet trains, beautiful white cherry blossoms, students in uniform… all these things from the Japanese world touched me a lot.
I started to buy some books and enrolled myself in the Japanese cultural centre where there was a library, and they were showing old movies. Japan is full of mysteries and I started to love everything.
There is the aesthetic side that is fun, minimalistic, elegant and artistic, and there’s the pop, crazy side that’s full of lights. All these things interested me as a creative person.
What are your favourite things about Japan?
Pop culture, food, and people. Go to see cherry blossoms in April because it’s beyond beautiful; spend a classic Saturday night with Japanese locals to eat, karaoke until morning to experience the city.
Why this collaboration with Coolcore?
Kate (Cheong, Director of Coolcore Singapore) demonstrated the product to me. She put the Coolcore product into boiling water, and in a short while, it came out ice-cold. It was really surprising technology and I try to do innovative things.
I’m happy to be one of the few artistes who have done some funky products that are beautiful and functional at the same time.
Could you tell us about your designs for Coolcore?
We try to do a collection where [there] is something for everyone. The black and white design is more minimalistic, maybe for an older audience or someone who likes to have something not so flashy.
Some are intricate, in the signature Tokidoki style, with detailed and interesting patterns. Some are inspired by one character; and there is also something more edgy – Tokidoki’s signature girls with tattoos; those which are more cute and sexy, and one that is of a mono-theme – based on a carnival.
What would you like to say to all Singaporeans?
I love Singapore and hope I can continue to come at least once a year for the rest of my life.
What do you do during the weekends?
I spend time with my daughter and play soccer.
Visit www.coolcoresingapore.com to view the designs or to purchase a towel.
ADVERTISEMENTS