The idea you create becomes a product. A designer's belief in valuing "customer experience" that changes people's minds.

Hiroshi Inoue is mainly in charge of the hotel market and serves as room chief. concept design that prioritize experiences that change the user's mind are winning the hearts of customers. While he is a designer, he also works as a Shinto priest in his family's business, and uses his experience as a unique characteristic in his work.This article explores the values that Inoue values.

The first thing to think about is "experience." Create an experience and transform it into concept design

Inoue belongs to the 4th concept design Department of the Creative Headquarters' First concept design Center. I joined the company in 2007, and since 2017 I have been mainly responsible for hotels and regional revitalization projects.

Inoue: “I often work with hotel operators who place emphasis on storytelling and customer experience.For example, Hoshino Resorts started work with KAI Kaga, and OMO7 Asahikawa, the first OMO brand store, is also in the works. I was in charge.
In 2021, we worked with ARTH Co., Ltd. to help convert an old private house in Izu into an auberge (restaurant with accommodation facilities) called ` `LOQUAT Nishiizu.''

When concept design a hotel, Inoue's commitment is to first consider the customer experience.

Inoue: ``It's quite difficult to attract customers based solely on the appeal of the space concept design I stay there myself, I get more satisfaction from the variety of experiences and the number of times I can talk with the staff than from interiors.

When I was in charge of OMO7 Asahikawa by Hoshino Resorts, I thought about creating an experience that would connect staff and customers, and created a space that created that connection. By creating a faucet shaped like a carved wooden bear, which is a classic Hokkaido souvenir that can be enjoyed with a local welcome drink, by incorporating devices that connect the space to experiences, the stay itself will be enriched and satisfied. I think this will increase.”

The starting point for this thinking is Inoue's own experience. I trust my instincts and create customer experiences.

Inoue: “At hotels, we set personas (typical user images) and make assumptions like, ``A couple in their 30s will stay there, and they have these hobbies...'', but only those people fit that description. is not coming.
I believe that there will be a discrepancy between the persona and the people who actually come, so I place importance on the idea that anyone who stays at a hotel that they or their family find ``fun'' will find it enjoyable.''

Inoue also currently works as a part-time lecturer at Tokyo University of the Arts, and is also involved in the Shinto priesthood at a shrine in his hometown of Okayama.
In a company culture that views complex work styles as ``interesting,'' he embodies his belief that ``more than being an office worker, one should live as a designer.''

Inoue: ``During the year-end and New Year holidays, I return to my family's shrine in Okayama and serve as a successor.In 2018, I took a year off to obtain Shinto priesthood qualifications.My boss at the time said, ``What will happen next?'' I remember someone telling me, ``I think it would be great for a designer in Okayama to work as a Shinto priest while doing concept design, because in Okayama's society there is more freedom in how one works.''

I feel that the way each designer lives their life is directly linked to their work output, and that this is a company that is interested in my unusual career as a unique individuality.''

I joined the company because I was moved by the designer's words, "Let's do it together."

As a student, he studied architecture at the Department of environmental design at Hiroshima Institute of Technology, and majored in concept design at the Graduate School of Tokyo University of the Arts, gaining a wide range of knowledge from interior design to urban concept design. During my job search, I went to interviews in various industries, and the deciding factor in my decision to join NOMURA was the interviewer's words.

Inoue: ``The main interviewers were three designers, and after they gave a presentation on their work related to urban development, Echiyo Suzuki, who is currently our executive creative director, said, ``I am also involved in urban development like this.Let's do it together.'' ``I got the impression that the company was seriously looking for people to work with, and I had an image of myself working as a designer, so I decided to join.''

I had a hunch that the work at NOMURA was an extension of my own work. After joining the company in 2007, I was assigned to CC Company (abbreviation for Creative Communication), which handles corporate culture-related projects.

Inoue: ``At the place I was assigned, I was involved in creating facilities that disseminate information such as museums, displays, and corporate showrooms.I spent about 10 years creating spaces based on the idea of ``how to convey information,'' and in 2016 I started the junior rotation. As part of the system, I was transferred to the Chubu branch, where I was in charge of a project for Hoshino Resorts, a commercial company.

The first project Inoue was in charge of at Hoshino Resorts was the renovation of the public bath at KAI Kaga, where customer satisfaction was sluggish at the time. Inoue, who started his career in the corporate culture field, made proposals from a different perspective than other designers.

Inoue: ``I gave a presentation saying that no matter how cool a public bath is concept design, customer satisfaction will not go up.I believe that customer satisfaction depends on how conversations occur with customers. It is important to create a space where conversations can naturally occur, such as, ``I heard that Kutani ware is famous in this area?'' ``This time, we will concept design with a focus on how we can increase the number of conversations.'' When I proposed this, Representative Hoshino highly praised it and said, ``It's an interesting proposal.'' Since then, I've continued to work on projects for Hoshino Resorts.''

Proposing hotel concept design to increase customer satisfaction

▲ “OMO7 Asahikawa by Hoshino Resorts”

While Inoue has been involved in a variety of projects, the ones that stick out in his mind are 2018's OMO7 Asahikawa by Hoshino Resorts and 2021's LOQUAT Nishiizu.
OMO7 Asahikawa's theme was ``a hotel filled with hospitality that lifts your spirits with playfulness and humor,'' and we proposed a project to match that theme.

Inoue: ``There are many different ways to get excited, so I proposed creating devices in various places around the hotel.For example, Asahikawa is a wood-producing area, so when you check in, you receive a kit and make a carved wooden spoon, and the next morning you can use that spoon for breakfast.'' When you eat, I think the taste becomes even more delicious.When I proposed that I would like to create many such devices to increase customer satisfaction, it was accepted in a competition and I was able to begin the design process. ”

What we struggled with was ``how to imagine the root of the customer's needs and come up with an answer.''

Inoue: ``As the project progressed, the person in charge told me, ``We especially want to change concept design of the restaurant.Your proposal is like a consommé soup.What we want to make is pork soup.'' We interpreted what our customers thought of pork soup in our own way, and realized that the design was the answer to the need for an easy-to-use space where the base of the space does not change even when various things are mixed concept design. has been radically changed.
Nowadays, the staff are coming up with more and more ideas using concept design space we left behind, and it seems like the hotel is evolving into a fun hotel."

“LOQUAT Nishiizu” is a conversion of an old folk house. Looking back on the planning stage, he says, ``The deciding factor was how well we could visualize the final product and convince people.''

Inoue: Most of the hotels in old houses, which are increasing in number these days, are refinishing the walls.However, Mr. Okada of Okada Construction Company, whom I respect, told me, ``How do you preserve the memory of a building? ``Even if the design doesn't look pretty at first glance, preserving even a little bit of this memory will lead to a more satisfied customer's stay, and it will become a topic for the staff to talk about with the customer.'' I will do it.''

The representative and staff asked us to repaint all the clay walls because we don't want them to look dirty, but we kept telling them that if we painted them, the product value would be lost, and in the end they were satisfied. I received it. As a result, communication between staff and customers has increased, and we are now able to differentiate ourselves from other old folk houses. Nowadays, we have a constant stream of repeat guests, making it a popular inn that is difficult to make reservations for.”

Utilizing experience in multiple industries based on the idea of emphasizing experience

Inoue has gained experience across multiple markets, including cultural facilities, corporate showrooms and displays, and commercial hotels. In the future, I will make use of that experience and demonstrate my strengths without narrowing down the industry.

Inoue: ``It's not that I want to do this, but I enjoy solving problems no matter what kind of work comes my way.Currently, I'm involved in designing residences for seniors and utilizing idle land in rural areas.'' Our goal is to use the know-how we have cultivated to contribute to society.
For example, if you live in a residence for seniors, you can create a mechanism for them to go out into the city, which will increase their chances of walking and extend their healthy life expectancy. As a room chief, I am conscious of making sure that I can effectively contribute to society by leveraging my know-how, regardless of genre.''

Inoue also supervises training for new employees at the Creative Division. He says that when you develop your creativity, your work itself becomes more enjoyable.

Inoue: “When I was asked to concept design a place to drink coffee, I thought that if I created it without thinking about it, I would end up with concept design that would have the atmosphere of a major coffee chain that is currently doing well. What's important is to think about the root cause of the moment when you feel that coffee is truly delicious.This could be coffee you drink outside on a cold day, or instant coffee brewed for you by your child. If you think about the roots, it shouldn't be concept design like a major coffee chain.

Unless designers themselves are able to generate answers based on their own feelings that cannot be provided by artificial intelligence, I think that in the near future the work of designers will completely disappear. However, ideas that come from your own feelings and things that come from your mind cannot be denied, and I'm sure there are people who will empathize with you. Since the ideas we create become products, it is our responsibility as designers to come up with ideas that people will want to experience or go to.

Inoue concept design with an emphasis on not only the visible parts, but also the stories behind them.
Armed with the power of imagination = product power, we continue to create concept design that stand out from the rest.

*The contents are as of December 2023.