New products, classic Nissan designs

Just like sitting in the original Z S30

Inspiration for new products can come from all sorts of places. The idea for the Z chair seen below is just one example.

Alongside Nissan, a partner created the chair to coincide with the Z’s 50th Anniversary celebrations in 2019.

“These milestones are a great opportunity to revisit our classic design features,” said Yoshiyuki Kanamori from the licensing team, “and also a key means of raising interest in the new product.”

The chair’s legs form the shape of the Z logo, while the fabric used for the upholstery is similar to that used in the Z S30, giving it that genuine feel when you sit in it at home.

Some may arrive on the team with a background in licensing, product planning, development or project management, while others bring a working knowledge of Nissan cars and product tech to the table.

The results are a range of products that reimagine the Nissan brand in new and inventive ways.

The dish pictured to the left works with the color of soy sauce, a favorite condiment in Nissan’s native Japan.

When the sauce is poured over the carved indentations of the GT-R logo, the GT section remains black. Meanwhile, the R section turns red, accurately reproducing the coloring of the logo.

“The soy sauce dish is a really fun item,” Kanamori said. “We feel that it really conveys the joy of a model like the GT-R.”

A brand that everyone can relate to

A key element of bringing the joy of the brand to people is increased accessibility. That’s why the licensing team is working on expanding the visibility of the brand among those with little or no familiarity.

The clothing seen below features illustrations by Japanese design firm Swimmy Design Lab.

On sale in Japan at outdoor fashion outlet, go slow caravan, and children's clothing brand, Breeze, the clothing enjoys a customer base beyond fans of Nissan cars.

“I’d love for new customers to engage with the Nissan brand in a casual way,” Kanamori says. “Someone may be drawn to an item of clothing by the design, only then realizing it is a Nissan product.”

This is the way Kanamori and the rest of the Licensing team are making the brand useful and enjoyable in people’s daily lives, enabling a greater number of people to experience the exciting world of Nissan.