AD CORE DEVISE DESIGNER COLUMN Vol.172
Resto-mod is a term coined from the words restoration and modification, referring to the restoration and improvement of old cars. Until now, the best way to restore a vintage car was to restore it as close to its original condition as possible, right down to the last screw. The closer it was to its original condition, the more valuable it was. The Ferrari Classiche certification, officially recognized by Italian sports car manufacturer Ferrari, is among the best in the world, and many owners aspire to obtain it. Lamborghini and Porsche also have restoration departments, which also help to enhance their brands. Furthermore, as the price of original cars has skyrocketed, many owners have moved from cars originally intended for enjoyment to those simply viewing them as speculative objects, like fine art, and many cars are left unused for fear of losing value as the mileage increases.
Apart from this trend, there's a technique called restomod, which is gaining popularity as a different approach to restoration. Restomod involves restoring the exterior to its original state while incorporating modern parts like the engine and suspension to create a comfortable ride in modern traffic conditions. While previously known as illegal modifications made by street racers to make cars faster, it's now a global trend as a way to add value different from restoration. For example, Porsche's narrow 911s from the 1970s have skyrocketed in value, but these cars are over 50 years old and lack comfort and are no longer suitable for driving pleasure. Narrow Porsches, which restore 1970s bodies and install newer engines and equipment, or modify the exterior of new cars to resemble the 1970s, are gaining popularity among enthusiasts. Singer, a company specializing in restomods, has become famous for restoring and modifying cars brought in by customers. They became famous for using the latest parts on the 964, the final air-cooled model up until 1993, to return it to its 70s form.By adapting the interior and exterior to suit customer needs, they were a huge success and now employ 750 staff in the United States and the United Kingdom.
In the United States, similar techniques are used not only in car modifications but also in architecture. Midcentury buildings designed by famous architects are often restored back to their original blueprints for speculative purposes, much like fine art. Original furniture also fetches high prices. Meanwhile, there are many buildings similar to restomods, where the exterior is restored to its original state and the interior is updated with the latest equipment, creating a modern, comfortable and improved experience. Examples of buildings like the Art Deco building in downtown Los Angeles are those that retain their original exteriors but are converted into comfortable condominiums or stores, fetching higher prices than new properties. Examples include the 1930 Eastern Building, which housed a downtown department store and offices; a 1925 National Biscuit Company factory that has been converted into condominiums; and an abandoned movie theater that has been renovated into an Apple flagship store. In both cases, much of the exterior and interior, including the framework, have been restored to their original state. Areas of human interaction, such as air conditioning vents and restrooms and swimming pools, have been improved using the latest technology. This is a different approach from the common renovations seen in Japan of historical buildings, where only the old exterior walls are left intact and the interior is converted into a standard office space.
In Europe and the United States, as with vintage cars, many people value nostalgic design, not only in products but also in architecture. This appreciation for design means business opportunities, and many companies in the West are turning it into a business. In Japan, Showa-era products and classic cars from the 1980s are also popular among young people. The popularity of classic Japanese cars in the United States is also a factor, but in the United States, a special rule exists that allows right-hand drive cars over 25 years old to be imported as is. This rule allows classic Japanese cars to be imported at low prices. Now, the unique designs of classic cars from that era are popular, and design is becoming more important than price. As a result, classic car prices in Japan are soaring. In Japan, this was previously driven by the needs of young people with limited means who could only afford cheap used cars or old properties. However, just like with automobiles, we are entering an era in which unique and unparalleled design will determine price in architecture and interior design. In this case, it is important to value the basic structure and surface design.
Old buildings and homes are disappearing rapidly in Japan. It seems we are entering an era where we are not only thinking about renovation, but also resto-modding architecture and adding value to it before trading. Our company still has products from 1985 remaining. I wonder if our products, 40 years later, will resonate with young people today... We hope to create unique and one-of-a-kind designs. We are also planning a 40th anniversary event this year. Before that, we will also be holding a sale of our exhibits, so look forward to it! (Creative Director Seto Noboru)
