Neons lights have illuminated iconic streets, restaurants, pubs, and cities for decades, and despite advancements in technology, they’ve withstood the test of time. There’s just something about them that evokes a sense of nostalgia, a warmth and intimacy that can’t be achieved with LED–its soft, vivid glow immediately catches your eye and brings life to any atmosphere. They’re also easy on the eyes, unlike many loud, flashy signs nowadays. Hidenobu Takahashi was only 20 years old when he started working at a sign shop, where he trained to become a neon craftsmen for ten years until he started his own company, Smile Neon, in 2000. Takahashi creates custom signs requested by his clients who range from corporations to small businesses. Prices vary according to the design and size, but a custom neon sign would start at roughly ¥70,000. Takahashi admits it was difficult learning about all the materials and techniques during his training, but through practice and hands-on experience he molded his intuition and feel for the process.
“My mentor always told me that it’s all about sense, or intuition,” says Takahashi. “Learn the skills with your body until it becomes muscle memory.”
Neon began to wane in popularity with the introduction of cheaper, more efficient LED lights. For that reason Takahashi is determined to train the upcoming generation of neon craftsmen.
“You need to have passion, and that doesn’t just pertain to making neons,” says Takahashi. “Love what you do, and always be willing to learn and grow.” Takahashi is a prime example of that. Behind his friendly smile and contagious optimism lies a deep passion that fuels his energy and motivation to keep creating. It’s evident that he loves what he does, and wants to contribute as much as he can to his community. “I want to be bending neons for as long as I’m able in the city that I grew up in. There’s a lot of work in Tokyo, but I can’t imagine myself working there–Yokohama is my home.”