Exploring the Boundaries of Creativity S.C. Artroom has epitomized a spirit of constant innovation and surprise. With a work process akin to that of artists, they strive to help clients express their unique worlds through their creative vision. Every project undertaken is a challenge to encapsulate an entire universe.

MicroMacroMixMilan, Galleria Suzy Shammah, Milano 2009

N.V. Milano, Teaser, Milano, 2018

Greetings Miss Miyuki, can you please tell us about yourself, your art, and the origin of the studio?

I was born and grew up in Japan.
I studied biology, philosophy, history, and design.
Since the first year of my university life, I began to travel a lot. I have always been interested in the desert as a way to constantly overcome my limits. I’m interested in receiving energy inside myself from the cosmos, and at this moment, I can feel myself melted as just one particle of sand, not different from every other form of existence.
It’s very important for me to understand things by my sensibility, and not by information or ideology.

Greetings Hisayuki, can you tell us about your background and how you first became interested in art?

I was born in Japan, grew up in Iran, England, Japan and studied Art in France, and Holland. Since 2001I work at S.C. Artroom as a designer.
I was always fascinated in beauty and strange things, even though I haven’t got the notion of art.

NAMOC, poster for Olympics, Beijing, 2008

Please introduce us to the work done in S.C. Artroom.

From the beginning of the existence of the studio the spirit has remained the same: never repeat, always invent new things, we always have to surprise ourselves then convince the client. Our work process is similar to the one of the artists but we basically work to have the client express their world with our creativity. Therefore, each piece of work is a challenge to express the client’s world.
We do a wide range of different types of projects in a professional way, this is why we have received important prizes in different fields such as: Architecture, Space design, Branding, Packaging design, Graphic design, Web design, Motion graphics, Exhibit design.

Stephanemarais, Shop design, Shiseido.co.ltd. Paris. 2000-2004

How has the style of the studio evolved over the years?

For us, it’s very important to be free.
We are always free. We always have an open mind for all things, for everybody and for all. For this, we can listen to all things: nature, things, right distances between the things, between people, light, colors, all the high quality of these things. Just following these sensibilities, that are natural for us, we explain why we choose certain projects and others not.

So, for us, every project is very clear, because every solution comes from inside ourselves through our observation of everyday life. We hate to consume ourselves, depending on the project, we find different solutions.

Where or what do you draw inspiration aesthetically for the works that are done in the studio?

Creative direction is done by Miyuki Yajima. We always observe all of our lives continuously, very much. We always give attention to all of our circumstances. Every moment 365 days a year. These observations are the key to understanding the value of life. So, when we receive a request for a project, we take ideas from our data boxes and find the right and natural solution. Our intuition is very high, because it's cultivated by our daily exercise of understanding life. Our creations take shape through our intuition (which comes from our knowledge, common experience etc..)

Stephanemarais, Packaging design, Shiseido co ltd. Tokyo. 2000-2004

The studio has an Italian-Japanese origin. Do you think this combination of cultures has influenced the style of the work?

We cannot deny the origins but, we get influence by all kind of cultures and things, the importance is to always be active hunting new beauty, art…
On the other hand, you cannot deny that our Japanese sensitivity and the richness of Italian art influences us, and it's all mixed as magma.

What do you think about the transformation going on in the world of art with the incorporation of Artificial Intelligence image generation? Is this something that you would be interested in trying out? What impact do you think it will have?

Sometimes when you wake up from a very creative dream you doubt who has created all that, so the potentials of the A.I. is also the potential of the unknown skill-power that we have, and it can stimulate each other in order to create a fantastic world, but the real mystery lies in nature and in life. We don’t control nature; we are part of it.

Studio 2046, Video per Website, Treviglio, 2023

Catalogue Gruppo ZERO, Galleria Christian Stein, Milano, 2014

What's in store for the future for S.C. Artroom. What type of projects would you like to work on?

We’d like to use more high technology as a method of art, mixed with our artisanal way of thinking of projects.
In addition to this, our online store is an experiment, we've built during lockdown, and it is mostly unconventional designs we sell, such as things that we found on the street, but also expensive jewels, as long as the things reach our heart we add it in our shop, and hopefully there will be more public that can appreciate our way of doing e-commerce: shop.sergiocalatroni.com