Less is More: Lessons from TaijuYamashita on Minimalism and Visual Storytelling

AB Comunicação
May 19
2 min read

Milan Design Week 2025

In a sea of grandiose installations, Japanese designer Taiju Yamashita captured everyone’s attention with… just one chair . Suspended in the center of the booth, it was surrounded by thousands of crystal spheres that reflected light and created the illusion of infinity. Passersby couldn’t just move on: they stopped, contemplated, and took pictures. A true masterclass in how simplicity + emotion create a lasting impact.

1. The power of focus

Showcasing a single product is an act of courage. Yamashita transformed limitation into narrative strength, directing all attention to the essence of design—form, materiality, and concept.

Insight AB Saturated social networks reward clear messages. Fewer slides in the carousel, less text in the caption, more clarity in the value proposition.

2. Emotion that turns into conversation

The interaction was born out of amazement: the audience saw themselves reflected in the spheres, integrated into the work. This sensory involvement made the experience Instagrammable without losing depth.

Insight AB Architectural projects can (and should) create photogenic “wow” moments: a light spot, an unexpected finish, a suspended element. These moments become organic content from clients and visitors — powerful spontaneous media.

3. Storytelling through simplicity

By limiting visual stimuli, Yamashita created space for curiosity and contemplation. The story told itself, without explanatory panels or extensive catalogues.

Insight AB In content production:

Short caption + strong image > long paragraphs.
Short video (≤15 s) showing detail + concept > full 3 min tour.
Strategic silence (animated still or slow motion) generates pause and retention.

4. How to apply to your architecture firm

Objective	Minimalist Action	Expected Result
Present new project	Highlight a single hero environment instead of all at once	Curiosity that leads to saves and increases organic reach
Fair or show	Well-lit icon piece + neutral backdrop	Visitors' candid photos; hashtags gain traction
Digital portfolio	Carousels with 3 to 5 images, each “breathing”	Improved slide retention and click-throughs

5. Count on AB Communication

At AB Comunicação , we transform minimalism into maximum results :

Focal point curation : we identify the visual “hero” of your project.
Discreet capture : videos that highlight details without visual pollution.
Smart editing and distribution : 15-second reels, lean carousels and high-impact copy, all guided by performance data.

Want to create narratives that stand out for what’s essential? Get in touch and find out how to simplify your communication — and multiply your reach.

AB Comunicação — specialists in social media and network intelligence for architects.