Sigma to combine camera technology and botanics at Milan design week exhibition

Promotion: Japanese camera brand Sigma and landscape design studio Green Wise have launched an exhibition at this year's Milan design week that explores the importance of cameras in crafting an image.

Named Sigma Aizu Japan – Every Part Tells the Whole, the exhibition takes place from 20 to 26 April at Green Wise Italy's Milan showroom.

The exhibition showcases components that make up Sigma's cameras and lenses, as well as a botanical installation made by Green Wise named Slow Sculpture.

Led by Sigma's product designer Ichiro Iwasaki, the exhibition centres around the theme of seeing.

"Creating lenses and cameras is, in essence, creating a way of seeing and defining one's perspective on the world," said Sigma.

"Based on this concept, the exhibition is constructed around the keyword 'seeing,' intended to let the entirety of Sigma's identity gradually emerge."

"In alignment with the exhibition theme of 'seeing', Green Wise exhibits Slow Sculpture, positioning these botanical works as both subjects and aesthetic displays," Sigma continued.

"Slow Sculpture finds new value in vegetation that would otherwise have finished its role, expressing natural forms and the passage of time."

Founded in 1961, Sigma opened a new headquarters building in 2022 to facilitate its growing employee base. Similar to the exhibition at Milan design week, the headquarters was designed to embody the company's philosophy and display a range of camera products.

Located in Kawasaki, Japan, the headquarters building is made up of a four-storey concrete structure containing workspaces and a two-storey steel-framed volume containing social spaces.

Tall windows throughout the building were designed to flood the interior with natural light and create a bright, pleasant workplace for employees.

"While the two main buildings feature different structures, both the lower and the taller building allow their steel frame to be visible on the exterior," said Sigma.

"In this way, we allow one of Sigma's design philosophies to manifest itself as a physical part of our new head office – appearance reflects function."

A one-storey gallery corridor connects the building's two main volumes, showcasing Sigma's range of cameras produced since 2012 alongside reference products, including development samples and items never commercially released.

"All products are exhibited alongside each other as important items to convey our achievements and our philosophy," said the brand.

Elsewhere in the headquarters is a library of around 4,000 photography books, organised in chronological order to illustrate the evolution of the art form.

This month, the brand established the Sigma Aizu Farm initiative, which aims to sustain rice cultivation in the Aizu region surrounding its factory.

The company hopes its initiative will help contribute to preserving the natural surroundings and local culture, which it says has shaped its company ethos and dedication to local Japanese manufacturing.

"Sigma believes that protecting the natural environment and supporting local livelihoods is an important responsibility for a company that continues to manufacture in this region," said the brand.

"Starting rice cultivation through Sigma Aizu Farm is a concrete initiative aimed at sustaining Aizu's culture, landscapes, and ways of life for the future by maintaining and cultivating rice paddies and farmland."

For more information about Sigma, visit its website.

The images are courtesy of Sigma.

Partnership content

This article was written by Dezeen for Sigma as part of a partnership. Find out more about Dezeen partnership content here.

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