Brand Story

The Mino region of Gifu prefecture is home to one of the oldest and largest ceramics industries in Japan. The region is defined by its wide range of manufacturing, which includes traditional Mino ware, common tableware and fine ceramic products, such as tiles, for use in architecture and infrastructure projects. Essential to the industry’s development has been the quality of the soil found in Mino.Mino Soil is a brand that uses design to convey the beauty and potential of the region’s soil. Made by local people using local soil, the brand’s interior accessories address the needs of residential, commercial and public spaces. Each product contains a timeless beauty and appeal, connecting Mino’s craftspeople with the world and raising awareness of soil. In order to achieve this, the brand works with unique designers who truly recognise the preciousness of resources, pursuing a fresh approach to manufacturing. Environmental issues are also being addressed through initiatives such as the development of technology for recycling materials. The aim is to connect soil, blessed by the earth, with a sustainable way of life.
Passed down through generations, Mino’s techniques and the gifts of nature can play an important role in the pursuit of innovation. Commencing in 2021, Mino Soil will present the results of its endeavours across three exhibitions.

1 Material

Around two to five million years ago, the Mino region lay at the bottom of the expansive Tokai Lake. As the surrounding landscape was weathered away, particles of granite and other materials flowed into the lake and settled in the clay. Over a long period of time, the clay layer formed at the bottom of the lake, accumulating in depth and gradually maturing. As the land rose, the rich, diverse soil (clay) came to the surface and along with the natural environment, blessed with forests and water, laid the foundation for Mino’s manufacturing culture. In this region, clays are meticulously mixed based on an understanding of the optimal clay for a given application. Drawing out the potential of materials with ingenuity, the Mino region has built one of the world’s leading ceramic cultures, dating back some 1300 years.

The Mino Soil project begins with the material clay, unearthed in the quarries of Mino. For this first chapter, we held the exhibition Vol.01 “Archaeology of Mino” in collaboration with Studio Mumbai in Tokyo, June 2021.

2 Manufacturing

The primitive appeal of soil is anything but straightforward. For the countless industrial products that exist today, homogeneity and efficiency are fundamental. However, the unique traits of soil, a product of nature, don’t necessarily align with this conventional approach to manufacturing. Developing designs tailored to natural clay as a material and making use of its unpredictable expressions, requires not only an understanding of production, but a flexible application of knowledge. As an attempt to re-think conventional production methods, Mino Soil also draws inspiration from Italian designer Enzo Mari’s semi-industrial ceramics, produced during the 1970s without the use of molds or potter’s wheels, but assembled by hand from machine-made parts, according to the designers instructions. This process appears to stand in contrast to the development of the ceramics industry in the Mino region. Yet within some sectors of the industry, a “low-tech” wisdom and creativity with historical links remain well and truly alive. 

Seven designers were invited to the project: Lina Ghotmeh, Shigeki Fujishiro, Kueng Caputo, Jo Nagasaka and Mino-based soil expert Kaneri Toryo, who took the alternative semi-industrial approach and Dimitri Baehler and Wang&Soderstrom that worked with a conventional production method.  

The first prototypes made in Mino through trial and error by the instructions of the seven designers, are presented at the exhibition Vol.02 “Transfiguration of Clay (Becoming Form)” in Tokyo, April 2022, curated by Creative director David Glaettli.

3 Products

3 Products – exhibition starting from 0000:00:00


Studio Mumbai

For Mino Soil’s initial exhibition, Vol.01, Archaeology of Mino, held in Tokyo in June 2021, the brand has collaborated with Indian architectural firm Studio Mumbai to produce a space based on the theme of soil and clay quarries. While products born from the soil are a common part of daily life, the quarries and the soil they produce are far less visible. The exhibition space reveals the primitive presence and beauty of soil through raw objects made from various soils from the Mino region. Created by hand, the objects bring out the character of each material. Additionally, photographs of quarries, taken by Yurika Takano, provide a chance to experience the primary scenery of manufacturing in the Mino region. The layers of clay, witnessed at the quarries, are evidence of the tens of millions of years of history residing beneath the ground.
Soil is the history of the earth itself, within which humans are just one element. Archaeology of Mino provides an opportunity to consider this in the context of the earth’s cycle.

Bijoy Jain, born in 1965 in Mumbai, studied at Washington University in St. Louis, Missouri, USA. He worked in Los Angeles and London before returning to India in 1995, the year when he founded Studio Mumbai. His work explores the boundaries between art, architecture and material. His studio operates as an interdisciplinary group of architects, engineers, master builders, artisans, technicians and artists across continents. As a collective, they are involved in the research and development of projects, using process and time as an integral part of its expression; water, air and light being the basis of all materiality in the synthesis of the work… man in nature – nature in man.
Bijoy taught as a visiting Professor at Yale University (New Haven, Connecticut) and the Royal Danish Academy of Fine Arts and Architecture in Copenhagen. He currently teaches at the Academia of Architettura in Mendrisio (Switzerland). His works have been exhibited in numerous galleries around the world and have been acquired in the collection of Canadian Centre for Architecture, MOMA San Francisco and The Pompidou Centre in Paris. He is a recipient of several International awards.

David Glaettli

In our daily lives, we are surrounded by ceramic object. But we are usually not really aware that these objects are made of actual soil, in the form of clay: A finite resource that is millions of years old. In the Mino area, there are a number of clay quarries that are still mining the soil that is the raw material for countless products and objects and the foundation of entire industries. For more than 1300 years, clay has been mined in Mino, yet the techniques and vast knowledge related to clay accumulated over the centuries and the characteristics of this particular clay itself are widely unknown: In the past century, the awareness of soil as a primal material and essential resource has disappeared behind cheap, uniform, mass-produced ceramic products.
Making well designed, lasting objects locally, from local clay, MINO SOIL tries to raise awareness of the excellence of crafts in Mino and “soil” as an important, finite resource and essential material.

David Glaettli (creative director)
David Glaettli was trained in industrial design in Milan and Lausanne (ECAL). He worked as a product designer in Zurich and after 2008 in Osaka. In 2013, he founded Glaettli Design Direction Ltd. specialising on creative direction, branding and design consulting. Besides Karimoku New Standard, David Glaettli is also the creative director of the brands Tajimi Custom Tiles, Sumida Contemporary and Mino Soil. After living & working in Kyoto and Tokyo, he is today based in Zurich with a mainstay in Tokyo. www.davidglaettli.jp

Dimitri Bähler

Dimitri Bähler (1988*) lives and works in Biel, Switzerland. After his studies at ECAL (University of arts and design in Lausanne) and DAE (Design Academy Eindhoven), Dimitri opened his studio in 2014.
Finalist of Design Parade 8 in 2013 in Hyères, Nominated twice for Swiss Design Awards (2014 and 2015), he participated in different residencies around the globe including EKWC, European center for ceramic, The Netherlands, Hors Pistes Ouagadougou, Burkina Faso, Ishinomaki Laboratory, Japan and directed different workshops like Boisbuchet “Rethink the Modular” 2015, Villa Noailles 2015 and ISDAT 2016.
His work is versatile, often spontaneous, radical yet poetic, always related with a substantial applied research. From mass produced objects to unique pieces through installations, context, production process and use of the object is particularly influencing his work.

Photo credits: Fabrice Schneider, Lailapozzo per Doppiafirma, Anja Fonseka

Wang & Söderström

Wang & Söderström is a Copenhagen based transdisciplinary duo composed of Swedish designer Anny Wang and architect Tim Söderström. The bridging of the physical and digital realms is a major theme in their practice and they are constantly trying to challenge the boundaries between them. Fluctuating between art and design, Wang & Söderström wants to throw out pre-existing conventions regarding the digital and put emphasis on the emotional and tactile side of materials, objects and textures to give the digital a more human-relatable quality and create more meaningful connections.
Tim Söderström (b.1988) graduated in 2015 from The Royal Danish Academy of Fine Arts, School of Architecture (MFA), Copenhagen. Anny Wang (b.1990) graduated in 2014 from HDK, Academy of Design and Crafts, University of Gothenburg (BFA), Gothenburg.

Kaneri Toryo

Founded in the Meiji Era. Kaneri Toryo’s second-generation head, known as the “father of clay-making”, shifted the company’s focus from the waterwheel-powered production of stone powder to the clay-making industry. As part of his efforts to secure raw materials, he also established a clay-making association and acquired a clay mine. Under the third-generation head, the company began making things out of clay. The fourth-generation head led the production of clay according to customer’s needs, turning the company into a “clay-maker with a human touch”. Currently under the leadership of the fifth-generation head, the company makes clay, products that draw on the clay’s characteristics and clays tailored the specific needs of makers. The company also has an on-site shop. While engaging in dialogue with creators and makers, Kaneri Toryo uses the earth’s precious resources to provide made-to-order clay.

Kueng Caputo

The engaging Swiss-born partnership of Sarah Kueng and Lovis Caputo have worked together since graduating from the Zurich University of Arts. Kueng Caputo practice design as response, in a field between art, crafts, product design, interior design and activism. Their work puts an emphasis on radically questioning the status quo, on understatement and improvisation.
Kueng Caputo represented by salon 94 NYC, has participated in numerous exhibitions internationally and collaborated with brands such as Fendi, Globus, 2016/ Arita. In 2020 they received the Swiss Grand Award of Design by the Federal Office of Culture.

Photo credits: Kenta Hasegawa (profile photo)

Jo Nagasaka

Jo Nagasaka established Schemata Architects right after graduating from Tokyo University of the Arts in 1998, and now has his design office in Kitasando,Tokyo. The scale of his work ranges widely from furniture and architecture to urban landscape. The type of his work is also extensive including café, shop, hotel and public bath. In any size of his architecture, he is always conscious about 1:1 scale, exploring materials and design, expanding his works in both domestically and globally. He’s been discovering new perspectives and values from everyday things and existing environments, while presenting unique ideas such as “subtraction”, “misuse”, “update of knowledge”,”invisible development”,and “semiarchitecture” and established an original architect image.

Photo credits: Takumi Ota, Kenta Hasegawa, Yurika Konno, Schemata Architects, Yuriko Takagi

Shigeki Fujishiro

After working as a designer at Idée, Fujishiro established his own studio, Shigeki Fujishiro Design, in 2005 and now works predominantly in the field of interior products. He has collaborated with brands including Hermès, Adidas, Camper and Arita porcelain brand 2016/, and also plans, manufactures and sells his own products. He recently participated in Knit!, a project by Danish textile brand Kvadrat and is a regular tutor at Tama University. Since 2021, his studio is based in Miyota, Nagano.

Lina Ghotmeh

Lina Ghotmeh is the founder of Paris-based atelier Lina Ghotmeh Architecture. Echoing her lived experience of Beirut her office’s work is orchestrated as an “Archeology of the Future”: every project emerges in complete symbiosis with nature following a thorough historical and materially sensitive approach. Projects include the Estonian National Museum (Grand Prix Afex 2016), the Antuo Hills Museums in Shenzhen, finalists of the international competition, the Choregraphic Center of the city of Tours, and “Stone Garden”, hand crafted tower and gallery spaces in Beirut (2A Award and Dezeen Architecture of the year 2021 Award). Lina Ghotmeh — Architecture is currently designing and realizing the ateliers Hermès in Normady.
Lina Ghotmeh teaches architecture at Yale School in US and in the University of Toronto. She is co-president of the Scientific Network for architecture in extreme climates. She’s been awarded the 2020 Schelling Architecture Prize, the 2020 Tamayouz “Woman of Outstanding Achievement”, the French Fine Arts Academy Cardin Award 2019, and the Dejean 2016 among other prizes.
Her work is exhibited at MAXXI in Rome and was exhibited at the 17th Architecture Biennale in Venice. Projects have gotten widely published by the likes of Phaidon, RIBA, Domus and Architectural Record.

Photo credits: Gilbert Hage, Iwan Baan, Takuji Shimmura, Naomichi Sode


2022 / 04
Minosoil instagram live

The recording of an instagram live event with David Glaettli (Studio David Glaettli) and Jo Nagasaka (Schemata Architects). David, the creative director of Mino Soil, explains about the general concept of Mino Soil and the exhibition Mino Soil Vol.02 “Transfigurations of Clay” in Tokyo. Jo Nagasaka, on site at a workshop in Tajimi,  explains hands-on about his project for Mino Soil and discusses clay as a material.

2022 / 03
Transfigurations of Clay

Exhibition Vol.2  – Transfigurations of Clay (Becoming Form)
Location: Karimoku Commons Gallery (2-22-5 Nishi-Azabu, Minato-ku, Tokyo) Date & Time: 4/19-29 12:00-18:00 (4/24 closed, 4/29 closes at 16:00)

2021 / 08
AXIS Forum talk with Bijoy Jain (Studio Mumbai)

The AXIS Forum talk with Bijoy Jain (Studio Mumbai) from 8. June 2021 can now be watched here

2021 / 08
Exhibition Vol.01 “Archaeology of Mino”

The official photos of our exhibition “Archaeology of Mino” in collaboration with Studio Mumbai (8-13 June 2021) can be downloaded here.


10-6-55 Asahigaoka Tajimi
Gifu 507-0071 Japan
T +81 572 20 0711
F +81 572 20 0722

Founder: Masashi Kasai (X’S Corporation),
Hideya Izawa (IZAWA Corporation)
Creative Direction: David Glaettli
Graphic Design, Web Design &
Development: Sebastian Fehr
Photography: Yurika Kono
Sound: Ryota Fujiguchi
Japanese Text: Takahiro Tsuchida
English Translation: Ben Davis
PR: Naoko Takegeta