About
Noriyasu Muramatsu
Creative Director / Brand Strategist
For more than fifteen years, he has worked in consulting for luxury brands, providing comprehensive advisory to brands in Japan and abroad, from market entry strategy to the redesign of brand identity.
His starting point is as a buyer. What to buy, and what not to buy: his current work extends directly from that judgment. Based in Milan, Paris and Tokyo, he leads projects across fashion, furniture, lifestyle and food. The essence of his work lies not in supporting growth, but in designing judgment.
In 2018 he founded SLW. Under the name “Small Luxury World,” he built an organization that embodies the strength of being small and the value of editing.
On Judgment
Judgment is not analysis. It is the ability to discern, intuitively, what is essential. In work with brands, the hardest part is not gathering information. It is letting information go.
What SLW designs are the “conditions” under which clients can make the right decisions. What to refuse. Where to focus. With whom to walk. The accumulation of these decisions forms the essence of a brand.
We do not offer services. We design conditions. The difference may seem subtle, but it is fundamental.
What We Believe
We believe editing is harder than building.
We believe that the right “no” is worth more than ten “yes”es.
We believe luxury is a decision, not a category.
We believe brands fail not from lack of effort, but from lack of judgment.
Company
- Company
- Small Luxury World Inc. (SLW)
- Founded
- 2018
- Location
- Tokyo, Japan
- Business
- Brand discovery and selection (Brand Sourcing & Leasing), brand strategy, M&A advisory