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Produced by Gento Kono! The Calculated Design of Study Glasses "Zoff | RIRONE"
Among junior high and high school students engaged in exam studying, many may admire Gento Kono, who has a multifaceted career as a talent, YouTuber, and businessperson. There are sure to be fans who were captivated by his overwhelming knowledge displayed on the television program "The King of Brains (頭脳王)" or by his study tips and long hours of "streaming study sessions" shared on his YouTube channel.
Now, the brand produced by Gento Kono, "RIRONE," has collaborated with the eyewear brand Zoff to announce a collaborative product. That product is "Zoff | RIRONE."
By reducing the amount of information processed by the eyes, these glasses create an environment conducive to concentration, which seems to set them apart from the typical glasses available on the market.
This time, I spoke with Yuichi Takaku from Intermestic Inc., which operates Zoff, to understand the product's intention behind the collaboration with RIRONE.
PROFILE
Yuichi Takaku
Intermestic Inc.
Men's Division, MD Group
Renewed at Gento Kono's Suggestion
When it's announced that Gento Kono has produced a pair of glasses from Zoff, it's no wonder that students preparing for exams or those studying for qualifications would be intrigued and find it hard to focus on their studies. Everyone must have thought that these glasses stand out distinctly from what’s generally available.But what sparked this collaboration in the first place?
"In the past, there was a product called 'Glasses that Create a Concentrated Environment (Zoff + Concentration).' Kono expressed interest in this product, leading to a strong desire to renew and sell it this time," he explained.
The concept of RIRONE is to “pursue the theoretically optimal solution for everyone who continues learning.” Thus, Zoff's products aligned with this concept.
However, it's surprising that the prototype was already on the market. At that time, due to the pandemic and the increase in remote work, the demand for an environment where one could concentrate on the task at hand without distraction became significant.
In this context, the idea was inspired by the "blinkers" worn by racehorses to help them focus straight ahead, which guided the development process.
Adjustments to Millimeter Precision, Pursuing Comfort
The product development primarily involved concept creation from Kono, with Zoff taking on the task of shaping those ideas. At this point, the target audience and design concepts were quite clear."The target audience was students, Kono’s fan demographic, so we focused on creating a design that was easily approachable, lightweight, and conducive to studying, while ensuring functionality as regular glasses," Takaku reflected.
However, it seems there were some challenges in the development process.
"Once we had a prototype, we had a meeting with Kono. At that time, there were requests for thicker frames and a larger hood to narrow the field of vision. While we could fulfill all those requests, the larger the glasses become, the heavier they usually get. This weight could distract users during study sessions or lead them to slide down, resulting in a product that would be challenging to use.
"Therefore, we made adjustments in millimeter increments with the other party to arrive at the final design."
Younger demographics like exam students tend to choose glasses that follow trends, taking into account how they look when paired with their clothing, as well as how they are perceived by their peers, according to Zoff's research.
Moreover, to attach a hood, the proper thickness and width of the frame are required, making it impossible to simply attach a hood to existing glasses. Given these various hurdles, an original design was created from scratch, rather than repurposing existing models.
This design dialogue, sharing of prototypes, conducting monitor tests, and other steps took a total of eight months to complete.
Glasses that Help Sustain Concentration
Listening to this discussion, I find these glasses appealing, yet I can't help but wonder if they truly enhance concentration.Indeed, it’s somewhat intuitive that shutting down the surrounding view allows you to concentrate on what's in front of you. To verify this, Zoff even traveled to a university research lab.
“When we developed 'Zoff+Concentration', we had Professor Kikunori Shinohara of the Suwa University of Science look at the product. He confirmed that we could indeed expect an effect of eliminating surrounding information.
"With the cooperation of seminar students, we experimented on how human gaze moves.
"It appears that even when one is focused on something in front, their gaze tends to wander, attempting to grasp the surrounding environment. However, when wearing 'Zoff+Concentration,' it was revealed that the distance of gaze movement shortens.
"The brain region controlling this gaze movement is called the 'frontal eye fields.'
"By wearing 'Zoff+Concentration' to narrow the field of vision and moderately suppress the activity of this area, we confirmed that more energy can be directed toward concentration, resulting in a conducive environment for focus.”
While the ideal environment for concentration varies greatly among individuals, the experience given to students in cram schools using "Zoff | RIRONE" showed that, anecdotally, some effect was indeed felt.
Of course, during development, internal staff were also asked to provide feedback on comfort and usability. Many noted that the "click" sound when attaching the hood became a switch to work mode and that they could concentrate without being distracted in workplaces with free address setups.
Through this process, it has become clear that this product is effective not just for middle and high school students preparing for exams, but also for adults studying for qualifications or working professionals concerned about their surroundings. Takaku has high hopes for its use in recreational scenes such as movie watching or enjoying favorite live performances.
Thoughts Behind "Zoff | RIRONE"
"Zoff | RIRONE," which seems to assist in concentration, appears to be reaching the actual purchasing demographic, steadily aligning with our initially set target audience; the buyers seem to be teenage males, followed by males in their 30s and 20s. Interestingly, it appears that Kono has a predominantly male fan base, influencing the design of the glasses to cater to men.It is fascinating to note the substantial number of working men in their 30s among this demographic. According to Takaku, such distinctive products are often more appealing to adults, meaning they are likely to indulge in purchases. This customer segment possesses a flexible mindset for finding various uses, and they are encouraged to suggest ideas through social media about what else these glasses can be used for.
Zoff has collaborated with numerous companies in the past, but what thoughts are held regarding "Zoff | RIRONE"?
“The emphasis on design and functionality encompasses not just Kōno's vision but also the aspirations of our Zoff team. This product is a manifestation of our desire to support those striving for success in study and work and help realize their dreams.
"We hope that many will take it in their hands and that it can assist in achieving their respective goals.”
Everyone experiences a period where they intensely focus on studying at least once in their lives. The reasons vary from person to person, but the ambition to move towards one's dreams remains unchanged. "Zoff | RIRONE" will continue to be a companion that stands by while actualizing those dreams.
However, since this is a collaborative product, there is a limited quantity available. Interested individuals should visit the store soon.
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