Tokidoki designer Simone Legno defies his parents to pursue calling in Arts
You’ve probably seen it somewhere – from Gardens by the Bay, water cruises to the ubiquitous EZlink cards, face masks, bags, shoes, caps, figurines, plush toys to tote bags, bedsheets and even makeup. Of course, we are talking about the Tokidoki (which means ‘sometimes’ in Japanese) universe where unicorns, mermaids, dinosaurs, cactuses, milk cartons, cows, doughnuts, geishas and other kawaii characters rule.
Tokidoki has had various events, art installations, trade exhibits, art shows and comic cons worldwide, including the USA, China, Thailand, Malaysia, India, Philippines, Indonesia, Guam, the UK, Italy and more.
As a huge fan, I was psyched to chat with the man behind the amazing Tokidoki universe – Simone Legno. Curious about how the Italian designer got so heavily influenced by Japanese culture, how he switched from Political Science to design, and the story behind the brand, I also delved into his creative process, how he overcame his struggles and advice for budding designers. This journalist left no stone unturned. Best of all, I will also show you exactly where to get your hands on Tokidoki merchandise.
Shop Tokidoki X Bobbi Brown Shop Tokidoki on Amazon Shop Tokidoki on Lazada Shop Tokidoki on Shopee
Yahoo Life Singapore: You are Italian, yet your artwork reflects Japanese influence. How did you get into Art, and how/where did the first inspiration for Tokidoki start?
Simone Legno: tokidoki is my life path, my diary. I have been drawing since I was a little boy and to continue doing so was my destiny. Tokidoki is my way of representing reality, a harmonic mix of opposites that coexist. The essence of tokidoki is its dualism. Tokidoki's DNA is light and dark, opposition and unity, kitschy and sophisticated, pure and provocative, feminine and masculine, funny and serious, eastern and western, past and future, sweet and bitter, exaggerated and minimal, provocative and pure, detailed and infinite. Dualism is a balance and can include many different worlds simultaneously if you make them coexist and find an equilibrium. The world is good and bad, colour and black, so tokidoki should be the same. I choose to depict everything positively because that's part of my personality.
When you dropped out of Political Science to enrol in the European Institute of Design in Rome, were there any challenges from peers and family? Did you know instinctively then that Art was your calling?
Political science, being such a classic subject, was offered at my public University. However, graphic design was only offered at a very expensive Institute. At that time, visual Art, design, and technology were not in every aspect of our lives as it is now. So I saved up money doing little jobs like interviewing for statistics or putting flyers in people's mailboxes while riding my scooter all around Rome. Once I had saved enough, I felt I didn't have to ask permission from my family. I have to admit I didn't feel much resistance from them because I was a creative young man and a punk rocker who didn't fit into pursuing a career in Political Science. As often happens in traditional societies, like the previous generations in Italy, fathers are generally not very happy, and mothers are the most understanding.
Everyone waits for moments that change one's destiny, by chance or by meeting a new person...Tokidoki designer Simone Legno
How did Tokidoki come about, and what's its significance for you?
The word tokidoki means "sometimes'' in Japanese. I have always had a deep love of Japan and a fascination with world cultures, so I chose this word because everyone waits for moments that change one's destiny, by chance or by meeting a new person.
The Tokidoki brand has evolved from little figurines to bags into merchandise such as shoes, apparel, cosmetics, installations, and museum tours worldwide. Why do you think the brand manages to encompass the everyday life of the masses, and was it in your intention to do so?
I have always had a humble and inclusive vision of Art. Art connects a human's inner self to others, so it should be shared in all forms. My goal was always to have as many people as possible access the positive messages behind tokidoki, which will always be my primary motivation.
Tokidoki Luxe Shine Intense (Limited Edition), 2.3g
Tokidoki Kawaii All-Stars Blind Box
Tokidoki 8050 Basic Sports Backpack - All Stars 16x12x7 inches
The Tokidoki universe is packed with characters and their backstories. So how did this universe come about?
I love characters because they are very expressive; they can convey feelings way more than human facial expressions that sometimes are hard to read or are somehow not sincere. I think that kawaii or cartoon characters can awaken the viewer and me with cute tenderness that is very pleasant to the eyes and soul. Characters can also be very amusing and can make you smile. Designing characters requires study and skill since it is a stylized research of shape – a design exercise similar to designing logos.
Creating the tokidoki universe is an artistic process of bringing out the essence of something very complicated, reducing something very intricate to a few key lines. What I want to achieve is that people of any nationality, gender, age, and kind, can find their alter ego or something they like in my work. I want to accomplish this using many media and different vehicles for expression. They say we all have a male and female side in ourselves, but we also have a childlike side. I think characters recall that famous "child that we have within" that sometimes sleeps for too long, and characters somehow touch that side in us. We often forget to smile, and for many, tokidoki awakens this feeling which is a huge accomplishment for me. Everyday life can be grey, and decorating that environment with simple, cute images helps elevate people's moods.
To quote Pablo Neruda, "A child who does not play is not a child, but the man who does not play has lost forever the child who lived in him."
Which are two of your favourite characters? Why do you love them?
It's tough for me to choose, as you might imagine since everything comes from my heart, and tokidoki is the fruit of my life experiences. If I really have to decide, I would pick the Tokimon Kaiju because it's cool, street smart, and funny, while design-wise, both simple and impactful. The second one is SANDy, the girl protected by her cactus suit from the dangers of our world. She is cute and pure but also brave, and she inspires me with a simultaneous sense of both Kawaii and edginess.
Tokidoki - SANDy Rainbow Pop! Vinyl
Aurora - tokidoki - 5" Tokimon Kaiju Blind Bag Assortment
Could you share with us your creative process? How does an idea translate into a physical product?
It's a mix of pure instinctual responses to certain things that I observe. I live my life constantly on a double dimension, observing every little detail that surrounds me, and I capture an idea by transforming things around. This is a combination of passion, the luck of having such a specific talent, being in the right place at the right moment to capture an idea, and diligence in always seeking improved concepts and innovative ideas. As for product development and design, it's about those things mentioned above, but experience and research have a significant impact. Experience will make you create products that work and produce within reasonable pricing. At the same time, it still has an effect I want to be proud of. Both my business partner Pooneh Mohajer and I take great pride in every single tokidoki product because of our love for our brand – we are passionate about honouring tokidoki.
Skechers Women tokidoki SKECHERS Street Sunny Street Shoes
Tokidoki has collaborated with many brands such as Karl Lagerfeld, Guggenheim Museum, Sephora, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Xbox, T-mobile, Medicom Toy, MLB, Barbie, and Canon. So which is/are your favourite one/s and why?
Karl Lagerfeld, without a doubt. I was young when I was called and asked to give my interpretation of Mr Lagerfeld. He was one of the most brilliant, innovative visionaries but, at the same time, an impeccable classic designer.
Karl Lagerfeld Toki Doki New Choupette 2018
What's your advice for aspiring artists?
Considering the times when we are all exposed to millions of images, the most important thing is to try to stand out, not get too much inspiration from other art or design styles but find your own. It's essential to go step by step by creating reachable, gradual goals and to learn and build your portfolio over time. You should not contact big companies, brands, or galleries when fresh from design/art school.
Is this your first time in Singapore? What’s your impression of Singapore?
No, I have been to Singapore about 30 times and have seen so many changes over the past 20 years. I have created a strong relationship with fans here, and I am very grateful to Singapore for providing me with many fantastic opportunities over the years. For example, I was in Singapore in the last week of November to launch the first-ever tokidoki art exhibit at Artnow, Raffles Arcade and then kick off "Celebrate Christmas with tokidoki at NEX”. This event allows us to immerse in the tokidoki fun holiday, where all tokidoki characters are used to theme the event, adding a shot of cuteness to the holiday festivities. In addition, tokidoki has worked with Changi Airport Group, Singapore Post, Marina Bay Sands, EZLink, AIA Singapore and WaterB, a cruise operator along the Singapore River and more.
River Cruise by WaterB
Tokidoki Merlion Ezlink Card
Will you be creating a character or storyline revolving around Singapore?
I have a complete style guide inspired by Singapore, and I designed a tokidoki-fied Merlion, along with his wife and merkids, because tokidoki is a family brand.
What’s next for Tokidoki after your tour in Singapore?
Our goal is to keep expanding into more countries and develop additional product categories, as we have continued to do since the beginning. We also always want to improve and continue to innovate. We also want to put more effort into my fine art and tokidoki animation projects.
Is there anything else you would like your fans to know about Tokidoki?
Singaporean fans have known tokidoki and me personally the most since the beginning. They know we will always continue to work hard and improve things, and many know I melt when I hear the word Singapore because Singapore has welcomed me from the very beginning of my career. Thank you, lah! And you will see me around more and more in the future, especially now that I am based in Japan.
