The Dassai BLUE New York Brewery, which opened in September two years ago, has completed the initial phase of the display for its tasting room. The company responsible for the design is Local Projects, which you may know for handling exhibitions for places such as the Museum of Modern Art (MoMA) in New York and Coca-Cola’s headquarters. By the way, the exhibition at Coca-Cola’s headquarters in Georgia is open to the public for a fee, and it’s truly impressive. If you’re going to the United States, it’s definitely worth a visit.
After seeing the exhibition, Coca-Cola, which initially seems like just a mass-produced symbol of American popular culture, will undoubtedly begin to look appealing with its depth of flavor. So, for those who can't make it to Georgia, why not visit the Dassai BLUE tasting room in New York?
When planning this exhibition, what was emphasized was "how to express the philosophy of Dassai." Dassai’s philosophy, which places importance on "effort," is in direct contrast to the American idea that "manufacturing is inferior to marketing" and that "rationalization, standardization, mass processing, and mechanization" are key. Pushing forward with an emphasis on "effort" was a direction that inevitably went against American culture, and while I was fully aware of the risks, it was a path I chose to take.
However, it wasn't easy. I don’t speak English, and I had to work with an American production company to create it. Explaining and persuading, and finally getting to the point of actually making a prototype, but when I saw it, nothing had changed from the original. There were many moments when I felt like giving up in frustration. It's a difficult process.
But the result turned out fairly well. Of course, there are still many things I’m not satisfied with. But in the spirit of "Dassai," I don’t believe in accepting the current version as the best and refusing to acknowledge mistakes. I want to keep improving it.
Please come and see it.