Shibuya Parco, the location of SEGA Store Tokyo, is a remarkable space that fuses Japan's pop culture with its art scene. The sixth floor attracts many visitors from around the world, making it a key launchpad for new trends. When we set out to create something fitting for this location, Kosuke Kawamura was the clear choice. His unique blend of art and pop culture was just perfect for the venue. That's why we decided to team up with him.

Wow, I'm really flattered to hear you say that, haha.

I didn't hesitate. I knew I wanted to be a part of this. Sonic's been a big part of my life since I was a kid. I grew up playing the games. Every time a Sonic game released on a new platform, I made sure to pick it up. I even saw the movies.

It was a huge honor for me when SEGA reached out. I even wondered if I was really right person for the job. I mean, I'm the kind of guy who stays up late gaming. Though I don't do that much lately, haha.

*Laughter*

I was delighted to get a chance to talk! For this collaboration, I was tasked with creating the design for a plush toy. As someone who had never worked on designing three-dimensional objects before, this was something completely new for me. I was over the moon that my first-ever three-dimensional art piece was going to be Sonic. So over in fact that during our first meeting for the collaboration, I immediately asked what kind of materials I could use, haha.

I'm so glad to hear that! Gaming culture is typically considered part of pop culture and distinct from the world of art. I was curious how such a seasoned artist would interpret and depict Sonic.

Kawamura's familiarity with the Sonic games played a big part in this collaboration. The Creative Process behind the Exclusive SEGA Store Toy "I found the creative freedom extremely liberating and let my creativity guide me."

Well, Sonic has a huge fanbase and the series has a 34-year history. I knew I had to approach this project with great care. However, at the meetings, they told me to make something true to my own style and gave me free rein.

I found the creative freedom extremely liberating and let my creativity guide me. I had a blast working on it. Since I wanted to create something I'd enjoy and buy myself, I ended up with so many patterns in my mock-ups that I couldn't decide which one to choose. I even asked if I could just go with all of them, haha.

If Kawamura had fun doing what he was doing, then that alone makes this collaboration a great success.

Having so much creative freedom let me put my all into simply creating a work of art. I put most of my creative energy into coming up with the pattern for Sonic. Instead of featuring a simple group shot, the pattern is arranged as a collage. Sonic stands out from a distance, but as you look closer, you'll notice all the other characters too. The toy also features my signature shredder art style.

If you spotted it from across the store, you'd immediately recognize it as Sonic. Once you get closer, you'd be surprised by its unique design. I wove in all kinds of playful twists on it.

Two-dimensional planes are a key element in Kawamura's artwork. However, since his medium was a plush toy, its shape immediately grabs your attention, changing the order in which you perceive the design. He transforms the Sonic logo I see daily into intricate shredded textile patterns. At first, I couldn't put my finger on why the fabric's color looked so familiar—then it dawned on me that it was the logo.

That's what makes textiles so interesting as a medium. I let the shredder cut things in a way that's out of my control, then reassemble the strips into a form that eventually becomes Sonic. Once I'm done working with it, the piece is done and the collage is created.

The process feels so refreshing. No two plush toys have the exact same design. Simply put, all of them are one of a kind. In some respects, they're similar to the works of art that I create by hand. There's a special satisfaction in bringing one of these plushies home and knowing it's uniquely yours.

People often say that when you turn a character into a plush toy, it's like you're bringing them to life. There's a certain charm that you can't get by seeing them in two dimensions. I wanted people who visit our store to look around and find a plush toy they like best.

For the first time in a long while, I felt the same excitement I had playing games as a kid. The trial-and-error process reminded me of the same rush you got from replaying a level over and over when trying to beat a game.

Working on a piece of art can feel tiring if I'm not having fun. Even when I do have lots of fun on a job, it can get stale. On this project, I felt like a kid counting down the clock so I could go home and play video games. Even with my 25 years as an artist, I found myself returning to my roots and creating art with the same mindset I had as a child. I'm sure 20 years from now, I'll still find this job exhilarating.

To make another game analogy, it's like beating a game and starting a New Game+ run, haha.

That's fascinating way of looking at it!

I think this thrill comes from the compelling characters. Having a place where I could really enjoy myself, no matter my age, led me to man personal breakthroughs.

This collaboration is deeply tied to Kawamura's artistic vision. When you look at his portfolio, you'll notice that many of his works exude a cool and stylish vibe. On this particular project, however, his passion as a gamer and unique style really shines through.

I poured my heart and soul into it!

It's wonderful that Shibuya Parco, which attracts such a global audience, offers a place to showcase iconic Japanese characters. It's such a fantastic platform for shining a light on up-and-coming talent and new creations. It would bring things full circle if creators from around the globe set their sites on exhibiting their work at Shibuya Parco.

I also see the store as a platform for connecting with people from all over the world. Japan's distinctive relationship with pop culture characters is one of its greatest strengths. Shibuya Parco will continue to bring Japanese creations to the global stage, with other artists leading the charge. As a creator myself, I'd be delighted if the store could take on such a role.

SEGA Store Tokyo offers a one-of-a-kind atmosphere and experience. Visitors will have a blast exploring everything SEGA, including these collab toys. We encourage everyone to visit it!

Be sure to stop by the store and pick up a plushie!

Creating plush toys was a new challenge for Kawamura. If we were to do another collaboration, I’d love to give him a new kind of thrill—like challenging him with a different medium, such as creating a sculpture.

I'd love to do it again. I enjoyed working with 3D mediums. It's not normally something I get a chance to do.
How would you feel about experimenting with unusual materials to make pottery? You don't often see character goods lines that appeal to such a broad range of people—for example, offering plush toys for kids and more sophisticated items made from unique materials for adults. I'd love to give something like that a go.

Haha, I imagine it'd be hard to bring home stuff like that.