Living, lifestyle, travel... The shape of a better life delivered through '&Premium' videos

『&PremiumThe beginning of '」' videos

―― 『&Premium』When and how did the videos for start?

KawabataActually, we started seriously making videos from October 2024.We decided to create one video per month to match the magazine's special features.I hope the videos will spark interest in the magazine as well.

The very first original video we made was 【Enjoying life, handicrafts, and folk art.In the special feature of 】,We had the opportunity to visit the home and studio of the dyer Sayro Yuzuki.。After that, we release one video per month, and the photographers who shoot for the magazine also shoot the videos.

―― That's why every video is 'It makes the world view of '＆Premium' appear unified.

KawabataSince we draw rough sketches for the videos as an extension of the magazine pages, we create the videos from the perspective of magazine editing and with the same approach.If you look closely at the composition of the videos in '＆Premium,' you'll often find that they link to the composition of the photos in the magazine. So, just like reading the magazine, you can enjoy the videos.

*Rough: a draft drawn to grasp the overall flow and main cuts

How to make two types of original videos linked to features

―― 『&Premium』I got the impression that many videos focus on one person featured in the special, but I'm curious about the selection and planning.

Kawabata: Broadly speaking, there are two types of videos.【How wonderful people live and work.For the 】 feature video, we decided to make a video with the cook Mao Murata HAAS, who I thought "If I were the magazine's editor, I would want to interview this person."Videos made as spin-offs of features that are not in the magazineThat's right.

Another type is like the video for the 【Small House, Small Room.】 feature, where you can enjoy the magazine's articles in video form linked to the feature. The editor who conducted the magazine interview said, "Felix's house was amazing!!" and after the interview, we negotiated to do a follow-up video interview.

―― Sometimes we even ask for interviews again specifically for the videos...!As for how we make them,Not only turning magazine articles into videos, but there are also spin-off projects.

Reaching overseas, '&Premium's idea of a "better life"

Kawabata:Also, as a personal underlying theme, I am conscious of "global."

―― Indeed, '&Premium』 video comment sections also have English comments!

Kawabata: '&Premium'There are many overseas readers too. A popular project is the feature "Organizing the Room," and the response is amazing.I think overseas people also like to see samples of Japanese living.Because of that, we decided to make the housing feature videos with the audio in the interviewee's spoken English as is.

【Things to do in Taiwan.In the 】feature, Taiwan-based writer dato, 【Small house, small room.In the 】feature, Felix Conran and his partner Emily Smith, 【That person's reading time and bookshelf.In the 】feature, we had French illustrator Isabelle Boineau, who writes for the magazine's series "&Paris," appear, and since the audio is kept in English, French, and Chinese (Taiwanese Mandarin) with Japanese subtitles, it's easy for overseas viewers to watch.

―― With videos, you can access them from anywhere in the world, so the magazine's worldview can be conveyed to a much wider audience.

Kawabata:Since the content spoken in the video must match the visuals, adjusting videos in foreign languages was especially difficult......！From now on, regarding housing, travel, ways of living, and so on, 'We want to create videos introducing a better life typical of &Premium' for audiences both in Japan and abroad.

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Interview videos tailored to each feature, 'It also feels like getting a behind-the-scenes look at the &Premium' interview site.

I'm really looking forward to the future developments that show people's lives and ways of living from every angle.

Please watch the videos that offer hints for "better days" and accompany your daily comfort!