Although it may be a little late, I would like to explain the philosophy and concept of the Lireo Store. This is the first time.
Over the past few years, when I answer questions in interviews, I think I've organized my thoughts and spoken them in my own way, but when I see the words I've spoken written down, I feel like the nuance is different from what I wanted to convey, and it doesn't feel right.
I'm not often interviewed by the media, but I wanted to put my thoughts into words as accurately as possible, so this time I'll be talking about brand names.
On the website, we state our goal of "being the kind of person we want to be" as the philosophy of Lileo Store.
The reason we have set ourselves as our philosophy is because we don't have any grand ambitions like "I want as many people as possible to be happy," nor do we have any desire to force our ideas on others that "this is the right answer."
I will summarize my own thoughts on the content, so I would be happy if you just think of it as someone who thinks about things like this.
About the brand name
"Lille og Stor"
For several years I've been asked, "How do you read that?"
I'm not sure if we can pronounce it correctly. If we were to write it in katakana, it would look like this: "Lireo Store"
Literally "small and big"
This is the image we wanted to convey as a brand.
If there was no word "small," would there be no need for the word "big"?
If we consider that without the concept of small, the concept of large would also not exist. The two words are a pair, and only by viewing each as an equal can they coexist.
People (children) and people (adults) are also a pair, and we recognize each other as equals who learn and nurture each other. By thinking about this from various perspectives, I would be happy if we could imagine a peaceful future where various beings coexist.
That
"Thinking about children and adults = the future"
That's how I decided on the concept.
The reason why I chose the analogy of a pair of words, "big and small," is because I thought "Lille og Stor" sounded cute...
And it's a secret that these words are sarcastic towards the two of us who are active in our field.
By the way, as some of you may have already noticed, the official logo used by "Lille og Stor" is a vertical arrangement of letters.
Although this is Danish, I wanted to express that it is a brand from a country that does not use foreign letters as its culture. I hope that the logo conveys something like demand and empathy.
I'm often asked, "Why is it in Danish?" but since no one ever asks me about the brand name, I've decided to explain it myself.
I sometimes talk about Denmark in interviews, but when I talk about it, it often doesn't quite click, so I'd like to write about that next time.