KOYORI: debuting an all-new Japanese design brand

KOYORI is a new Japanese design brand of sophisticated lifestyle products that embody the distinct sense of Japanese aesthetics. Collaborating with contemporary designers from across the globe, KOYORI crafts quality furniture and interior accessories with elegant designs that transcend borders. The official launch of KOYORI will take place during Milan Design Week in June, 2022.

The KOYORI brand is being built together with some of Japan’s leading furniture and interior décor manufacturers. The brand identity was formed under the watchful eye of the iconic British product and furniture designer, Jasper Morrison, in the role of Brand Directing Advisor, with Sebastian Fehr as co-designer. KOYORI, which stands for ‘twisted paper cords’, is the primary material of Mizuhiki, the durable and decorative paper strings traditionally used in Japan for wrapping gifts, especially on festive and ceremonial occasions.

Crafted using outstanding Japanese manufacturing technology, KOYORI products are designed to be cherished for generations, and to bestow happiness on their owners. Five chairs are presented in the brand’s first collection: Kawara Armchair, Musubi Armchair, and Shaku Chair, designed by the Paris-based brothers, Ronan & Erwan Bouroullec, as well as Miau Armchair and Edaha Chair from GamFratesi, the Danish-Italian design duo.

Sustainability and transparency

KOYORI carries the legacy of the beauty, creativity, and authenticity of Japanese craftsmanship forward, conveying it to the international market. In addition to creating products that last for long periods of time, KOYORI ensures that production and delivery processes are sustainable and contribute to the company's reputation as a leading brand with a culture of transparency. As a first step, to establish carbon footprint transparency, KOYORI will measure the carbon footprint generated by its products and will publish the results on its website. KOYORI also endeavors to take further steps to reduce the carbon footprint across its entire product life cycle.

The design exhibition will be held during Milano Design Week on June 3-12 at the Triennale Milano art and design museum.