I am perpetually in a state of sensory overload, so nothing in this room seems weird to me anymore.” 43-year-old Japanese visionary Sebastian Masuda's mission is to encourage people to recall their childlike sense of wonder by transmitting kawaii culture from his headquarters in Harajuku. He redefined the word ‘psychedelic’ for long-time fan Kyary Pamyu Pamyu, lending her his own collection of colourful and weird objects to make her "PON PON PON" music video. The reaction to Kyary’s video overseas was shock, then love, with MTV calling it “one of the craziest videos ever.” The single was a huge hit in Japan, making Kyary the poster-girl of Harajuku. The 66 million plus views on YouTube prove that Sebastian’s style has found fans all over the world.
Masuda’s East Tokyo atelier is in an old printing studio, but looks more like a Chinese toy market. Kids toys fill every space, neatly organized by genre and colour. Even nets hang from the ceiling, bursting with balls and waterguns. “I know a lot about toys because my shop in Harajuku, 6%DOKIDOKI, started as a vintage shop back in 1995. I still get all my inspiration from children’s toys.” Inspired by parties at abandoned amusement parks in L.A. and San Francisco in the 90s, he opened up shop for the raver boys and girls in Tokyo, bringing them rare toys and clothing from overseas. His shop eventually garnered a cult-like following and has created one of the most iconic styles in Harajuku, helping shape the modern image of Tokyo street fashion.
Sebastian finds inspiration in candy wrappers and children's toys, which double as his medium. He creates mind-blowing assemblages, which form gradations of all visible colours; “Using things in the world, I want to express all the colours in the world.” His work is a neon virus that started on the streets of Tokyo and is now spreading globally with no sign of losing momentum. Earlier this year his first solo show Colorful Rebellion – seventh nightmare at the Kianga Ellis Project in New York City brought over 4,000 visitors, and he has some other surprises in the works.