When it comes to goods, Europe and Japan share a common desire and aspiration for aesthetic excellence and finish. This shared appreciation, combined with long-held mutual fascination, underpins the continued success throughout Europe of numerous exhibitions of Japanese products, now evidenced by the current craze for all things "Cool Japan" which has prompted a substantial following.
However interesting and deserving that trend might be this relationship remains nevertheless courteous and reserved. Why? Because with different attitudes and lifestyles, it is difficult to marry the aesthetic attraction which a Japanese object might arouse with how it might be used in the daily life of Europeans.
Spring's approach focuses on overcoming that recurring problem by finding a match with the individual qualities of each country. How? By adopting a completely new approach, based on promoting the distinctive expertise embedded in a typically Japanese identity, but capable of creating avant-garde goods and content in line with European consumer demand and the specificities of their lifestyle.
This product-focussed approach is applied equally effectively to communication elements, whether that be in designing a strong, distinctive brand image, or relevant messaging and content tailored to the particular target audience.
In one word...
... taking the best of Japanese essence and enveloping it in Western style!