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This facility, jointly established by Aichi Prefecture and Nagoya City in the basement of the Life Science Building at the Nagoya City Science Museum (a registered museum), aims to deepen understanding of Nobel laureates associated with Aichi and Nagoya through explanations of their award-winning displays, related artifacts, and interactive exhibits, as well as to convey their backgrounds, personalities, and messages to visitors. It is a hybrid space where, due to its movable unit displays, everything can be moved and stored, and when the roll-back chairs are deployed, it becomes a hall with approximately 200 seats. Our company was responsible for the facility's basic concept and planning, as well as renovation, displays design, and the production and installation displays. (Production details include unit production, lighting and sound equipment, video software and hardware, models, signage and graphics, etc.) Nagoya City Science Museum, Life Science Building: SRC structure, 6 floors above ground/2 floors below ground, total floor area 6,816.13 m², displays area (5 rooms in total) approximately 2,500 u (including memorial room B2F approximately 300 u) [Social displays /Customer issues/requests] ① A "hybrid renovation design" that allows for quick conversion between the different functions of a hall (auditorium) and displays room. ② "displays" that distinguish the personalities of the award recipients and their passion for science, and "experiential devices" for the award-winning research content as a science museum displays. We received the above two requests. [Solutions] Regarding ①: We adopted wall-mounted retractable seating (roll-back chairs), secured displays booths with self-propelled functions and storage space, and adopted a scene dimming manager that can accommodate a variety of uses. Regarding ②: We created content based on real answers and information provided through direct interviews with the award recipients, and thoroughly analyzed the award-winning research to extract playful elements and turn it into an experience/game. [Customer Feedback] We received the following comments when the museum opened: ・There are many Nobel Prize displays rooms throughout Japan, but this displays gives the best understanding of the awards! (Professor Hiroshi Amano) ・As a Nobel Prize displays, it incorporates various unique ideas that are unlike any other, allowing children to learn about the award recipients and their research while having fun. (Chief Curator, Science Museum) <Our Project Members> [Sales & Project Management] Akihiko Suganuma, Maika Ueda [Creative Direction] Hideki Narita [Content Production Direction] Mao Horii [Research & Planning] So Watanabe, Naoko Nakase, Mao Horii, Nozomi Fukao, Miwako Kiuchi [concept design] Mitsuyo Ashida, Yoichi Honda [Facility Renovation Design] Sakae Kirioka, Yoichi Kawakami [Production & construction] Hironari Ota, Yoshiyuki Ando, Satoshi Iwama ~Related Links~ [Related Achievements] ・Nagoya City Science Museum

Founded in 1965 by Dr. Yutaka Nakamura, known as the father of sports for people with disabilities in Japan, Taiyo no Ie is a facility that supports the independence of people with disabilities through life, work and sports, with the philosophy of "No Charity, but a Chance". Looking back on the founder, Dr. Yutaka Nakamura, the history of welfare for people with disabilities in Japan and Taiyo no Ie, the legacy of the 1964 Tokyo Paralympic Games and the history of sports for people with disabilities, the establishment of the Taiyo Museum was planned as a place where people with physical, intellectual, mental and developmental disabilities who still find it difficult to live can have dreams and hopes. The concept of this museum is "learn," "experience," and "be moved," and visitors can view materials and archives, see tools that support the lives of people with disabilities, and experience sports for people with disabilities. The Taiyo Museum is also a place for local exchange and a base for continuing to disseminate information toward a society of coexistence in the future. We want people to discover their own potential and create a society where everyone can live as they are. We aim to expand the circle of activities toward the realization of a truly symbiotic society from Beppu to Japan and overseas.

Launched in 2019, "Marunouchi Street Park" is a social experiment project to examine the future direction and utilization of Marunouchi Nakadori Street. For the summer, with the spatial concept of "Let's connect, summer street," the project was developed in three blocks spanning approximately 300 meters, each with its own theme, while being mindful of the connections between culture, community, and people that are characteristic of Marunouchi. Block 1 in front of the Marunouchi Building was themed "Sports & Relax," and planned a wellness street where people can refresh themselves while exercising or relaxing, with a ping-pong counter where they can enjoy table tennis and a deck with balance balls. Block 2 was themed "Enjoy Eating Out," offering the enjoyment of dining in a parklet space surrounded by fairwood while listening to outdoor live painting by artists based on the concept of SDGs and a street piano. Block 3 was themed "PARKcation," and was well-received, featuring a workspace surrounded by grass that represents a grassy hill swaying in the wind, a cycle counter, and a summer beach resort scene using Okinawan coral sand. In terms of safety and hygiene, we also implemented measures to counter strong winds caused by typhoons and building winds, as well as special infection control measures such as spraying an antiviral coating agent throughout the venue. (Event period: August 2, 2021 - September 12, 2021) About our Fairwood initiative For the counters and other fixtures, we used Nishikawa timber, which is cedar and larch thinned in Hannō City, Saitama Prefecture. We designed the venue while making the most of the characteristics of the wood grain and color, such as the distinctive heartwood called "black heart" of cedar and structural plywood. After the event, some of the timber used will be reused, and once it has served its purpose, it will be returned to nature to continue the cycle of seedlings, afforestation, and forest management. <Our Project Members> [Project Director] Echiyo Suzuki [Sales Promotion] Shigeyuki Ishiyama, Hitomi Yamamoto [design, layout] Miwa Matsubara, Ayuko Kaisawa, Ryo Sudo, Toshiaki Sakuma [Planning] CIC: Yusuke Saito [operation, management] CIC: Kaoru Ando [Production] Yukio Marumori, Yuta Yamaguchi, Takuto Yoshida ~Related Links~ [Announcement] ・Marunouchi Street Park Illumination Tour hosted by NOMURA Co.,Ltd.! [Related Achievements] ・Marunouchi Street Park 2021 Winter

Launched in 2019, "Marunouchi Street Park" is a social experiment project that examines the future direction and utilization of Marunouchi Nakadori Street. For the winter season, with the spatial concept of "Let's enjoy the winter street," scenes were created in three blocks spanning approximately 300 meters, where visitors could enjoy illuminations and feel warmth with all five senses. Block 1, themed "Wonder Dining!", featured a glass house where visitors could dine while enjoying the illuminations, as well as playful areas such as tree hammocks and a giant chess set. Block 2, themed "Wonder Lounge!", centered around a two-story hut that served as both an information center and a shop, and included a postbox with a simulated flame for mailing purchased Christmas cards, a billiard table that could be enjoyed under the illuminations, and a scene where visitors could relax warmly in a fire pit while enjoying a street piano. Block 3, themed "Wonder Terrace!", features a "Corridor of Light" covered in mirrors and "Artists in Fire Terrace," where artists create their works around a fake fireplace. (Event period: December 2nd to December 25th, 2021) Our company's "Illumination Tour for the Visually Impaired 2021 Winter" This tour is themed "dialogue" and is a walking tour designed to provide a truly comfortable space experience for "everyone." Volunteer staff escort visually impaired participants through three blocks (approximately 300m in total length) of Nakadori Street, which is beautifully illuminated in winter, aiming to provide a program that allows them to enjoy themselves through conversations that warm both their hearts and bodies. During the "Marunouchi Street Park 2021 Summer" event (August-September), we observed use by visually impaired individuals. This led us to conduct interviews with people who were born blind. The results included comments such as, "The places I want to go are places I've been to before and enjoyed," "The first step is always nerve-wracking when going to a new place," "I didn't know Marunouchi had a park," and "Because I can't see, I enjoy things by using my imagination." Therefore, we decided to implement this tour with the hope that by providing clear information to visually impaired individuals and guiding them with reassuring support, we could convey the charm of Marunouchi in a kind and thorough manner, making them want to visit again and grow to love Marunouchi Nakadori even more. We also hoped that this could serve as an opportunity for "everyone" to "feel the seasons, connect with others, and spend time there." <Our Project Members> [Project Director] Echiyo Suzuki [Sales] Shigeyuki Ishiyama, Hitomi Yamamoto [Planning] CIC: Yusuke Saito [operation, management] CIC: Kaoru Ando [concept design] Tomoyuki Sakuma, Kazuki Ozawa, Miwa Matsubara [Architectural Advisor] NAU: Kiwamu Okamoto [Production] Yukio Marumori, Fumiya Sasaki, Yuta Yamaguchi, Ayaka Kawashima ~Related Links~ [Announcement] ・Marunouchi Street Park Illumination Tour hosted by NOMURA Co.,Ltd.! [Related Achievements] ・Marunouchi Street Park 2021 Summer

Founded in 1979, Hourglass is an international luxury watch retailer with 29 stores in 10 cities, primarily in Asia, carrying over 50 of the world's finest brands and boasting an unparalleled selection. The Ginza store, which opened in 2002, always stocks a wide variety of carefully selected watches, and customers can enjoy a leisurely selection while sipping champagne at the bar counter, relaxing on comfortable sofas, and engaging in conversation with knowledgeable staff. In 2021, the store underwent a grand renovation, boldly installing an iconic bar counter in the center of the store and redesigning the interior to place even greater emphasis on dialogue with customers, creating added value that encourages customers to visit the physical store. Inspired by the store name "HOUR GLASS," concept design incorporates features such as the selection of stones with curves and custom-made lighting. Using custom-made materials that utilize traditional Japanese craftsmanship, and materials with meticulous attention to expression and texture, each detail is carefully considered to create a space where a high-quality atmosphere and dialogue can flourish.

This project is the culmination of the "A brand that occupies over 100m2 of land in central Tokyo, is particular about location and property value, and provides essential living through renovation." R100 TOKYO, which is being developed by Libita. our company provided construction support for the renovation of Opus Arisugawa, a representative residence in Tokyo with a property area of approximately 198m2, which was developed by OEO Studio, a Danish concept design company in concept design. Based on the concepts of "CROSS-CULTURAL" and "COMPELLING MINIMALISM," this is a living space in concept design that incorporates new proposals based on the sensibilities common to Scandinavia and Japan. By using natural materials such as solid wood, which become more attractive the more you use them, the new units will bring more blessings to your life the longer you live with them. The goal of R100 TOKYO is to create a "valuable home 100 years into the future.". [Social Issues/Customer Issues/Requests] In the recent high-class residential market in central Tokyo, there is a growing demand for housing with unique value that is not limited to conventional values such as real estate prices and housing functions. Among the Livita projects that aim to "We will continue to create the next common sense in order to restore the value of Japanese housing and real estate and leave it to the future." the challenge for this project, which emphasizes natural materials and traditional construction methods, was whether it would be feasible as a housing performance. [Solution] Various types of stone, plasterer, solid wood, plate construction, ceramic tiles, etc., were discussed and promoted so that natural materials and crafts could be utilized in the living space considering the housing performance. A solid wood kitchen from the Danish kitchen workshop Garde Hvalsøe (pronounced Garde Wells), the first of its kind in Japan to be installed in an ordinary house, has a significant presence in the living space. As there is no solid wood kitchen that can replace it, our company's Global Division imported it from Denmark. [Customer feedback] Thanks to their high level of technology and management, such as proposing a solution to the difficult construction, fitting details accurately, and adhering to the construction schedule, we were able to proceed with the overall schedule without any delay, and we were able to create a wonderful space that reflected the designer's intention. < our company Project Members > [Project Management] Masahiro Harada [Product Direction] Mikiya Fujitaka [Global Supply] Hiroyuki Nakagome

HIRODEN etto, a tourist and commercial facility operated by the Hiroshima Electric Railway Group, opened in April 2020 on land adjacent to the Miyajimaguchi Passenger Terminal, which began operations in February 2020 as part of the Miyajimaguchi Port Development Project promoted by Hiroshima Prefecture. Based on the concept of "DISCOVER MIYAJIMAGUCHI," it consists of 16 stores, mainly companies Head Office in Hiroshima Prefecture. It offers the enjoyment of both everyday (local) and extraordinary (tourism) experiences with a Hiroshima-like touch, and as a facility where visitors can experience "fun, delicious, and a new Hiroshima," it is disseminating the charm of Hiroshima to tourists and local residents alike through connections with them. [Social Issues/Customer Issues/Requests] As a measure to alleviate chronic congestion on National Route 2, which is also a route used by local residents, a plan for a new urban planning road has emerged. Accordingly, it has been decided to redevelop the aging passenger terminal through the expansion of reclaimed land, and to relocate the Hiroshima Electric Railway Group's directly managed tourist and souvenir facility and the Hiroden Miyajimaguchi Station building/tracks. We received a request to create a medium- to long-term phased development scenario and propose a suitable proposal for the new facilities that the Hiroshima Electric Railway Group will construct adjacent to the passenger terminal, in a way that would serve as a prologue and epilogue to the Miyajima pilgrimage. [Solution] We believe it is important to build a development strategy from a regional branding perspective to give "Miyajimaguchi," which has always been merely a transit point to Miyajima, a sense of "place." This includes: - Naming and VI plan (*) to give a new identity to the colorless Miyajimaguchi - Leasing that resembles a journey to find investors for the future of Hiroshima/Miyajimaguchi - Lighting plan that evokes the surface of the Seto Inland Sea and the active use of wood that evokes Hatsukaichi, a town known for its timber, etc. We approached the creation of a place and space that would add flair to the "first phase of the Miyajimaguchi town opening" from both a soft and hard perspective. As a result, we are creating new employment opportunities by providing a new place of business, mainly for businesses within the prefecture, and contributing to the economic cycle within the prefecture. Furthermore, as a model case of regional revitalization through private sector participation in government-led redevelopment projects, it embodied the Hiroshima Electric Railway Group's management vision of "connecting people and opening up an attractive future for the region," fostering expectations for subsequent developments. (*VI: Abbreviation for Visual Identity. Refers to the design of the logo or symbol mark.) [Customer Feedback] Thanks to the tremendous cooperation we received from both the soft and hard aspects, from the conceptual planning stage to the concrete facility plan, we were able to create a facility that matched our concept. We hope that it will grow into a facility befitting the prologue and epilogue of a pilgrimage to Miyajima. <Our Project Members> [Sales/Project Management] Ichiro Morimoto [Consulting/Planning/Soft Direction] Mayumi Tenma [Leasing] Takaaki Hiraki, Eri Morita [design, layout] Kazumi Doi, Yukari Ozaki [Production/ construction] Katsunori Sugino [Pre-Interior Supervision/ furniture and fixture manufacturing] Toshimichi Suzuki [Branding] Yuri Watamoto [Opening Promotion/PR] Daisuke Karube, Hikaru Oura ~Related Links~ [Announcement] ・Announcement of winning the Silver Award and other awards at the 54th Japan Sign concept design Awards

This project involved the reopening of the south zone on the first floor of the main building of S-PAL Koriyama, adjacent to JR Koriyama Station. The aim was to enhance the flow of daily use, catering to diverse customer needs and offering numerous shops for lifestyle coordination. The proposed environmental design concept is "RAMBLING STATION TOWN." Based on the theme of "an urban shopping center where people gather at the station and enjoy a pleasant time, like strolling through a town," the entire space was enveloped in a fashionable yet gentle atmosphere. Specifically, the facility's facade features a "rhythm line border" bathed in indirect light, reminiscent of Koriyama City in Fukushima Prefecture—a "city of music" known for its vibrant musical scene. This border extends to envelop the station concourse, creating a new patio for passersby and S-PAL Koriyama. Furthermore, within the facility, a coffered ceiling composed of wood and white rhythm lines, using "musical scores" as a concept design element, was strategically placed in conjunction with the Nakajima tenant environment. This rhythmic guidance draws people deeper into the facility. S-PAL Koriyama aims to be a place supported by customers of all ages as an urban shopping center. [Social Issues/Customer Issues/Requests] - As the project was being promoted at the same time as the COVID-19 pandemic in the fall of 2020, the way in which commercial businesses attract customers was questioned. - Due to the earthquake in the spring of 2021, safety design was strongly required. - There was a need to upcycle the environment by utilizing the existing lease lines without changing the main flow of people. [Solution] While the lines of the circulating flow remained the same, the floor material was renewed to resemble cobblestones, and wooden material was incorporated in some parts to connect the entire facility, creating a street that allows visitors to enjoy strolling around town. In the atrium environment that serves as the axis of vertical circulation within the facility, the "Rhythmical Line Gate," which is reminiscent of "Rakuto" (city of music), was added to the existing design, and the "New Center Court" was renovated to become a concept design symbol for the entire facility, providing visitors with a natural and symbolic park environment that combines "things x events x moments". A new stage has been created for people passing through town and for S-PAL Koriyama. <Our Project Members> [Planners] Hiroko Okazaki, Yuri Watamoto [Sales & Project Management] Hiroyuki Uesugi [design, layout] Kenichi Suzuki, Makio Miura [Production & construction] Johei Saito

The area around Tokyo Station is a diverse city where "history," "future," and "culture" coexist. In this area, the year-end light event has been a regular winter tradition since the "Tokyo Millenario" was held in 1999. In 2021, which was marked by various hardships, the theme was "The Scene of Dawn," and the Tokyo Station Marunouchi Building, Tokyo Station Marunouchi Central Plaza, and Gyoko-dori were illuminated with gentle light, creating an atmosphere that would allow visitors to feel the dawn of a new era. [Social Issues/Customer Issues/Requests] We received a request to send a positive message to society and reduce carbon dioxide emissions through a special light-up of the Tokyo Station Marunouchi Building, a historic building that can be called the face of Tokyo. [Solution] From the Tokyo Station Marunouchi Building to the station plaza and Gyoko-dori, a color light-up was carried out with colors that evoke the "dawn sky." For the tree lighting design, we chose to use rental lighting equipment instead of string lights as a method that minimizes industrial waste, has little impact on tree growth, and reduces costs. <Our Project Members> [Sales/Project Management] Ken Kumagai [Planning/ concept design /Direction] CIC: Ryuji Tsuyama [Product Direction] Ken Kobayashi, Takahiro Chiba

A proposal competition was held for the complete renewal of SEPPAL SENDAI II in June 2020, 13 years after its opening in 2008, and we were selected. The environmental design concept we proposed for the renewal is [MORI TERRACE], to refine Tohoku's highest level of sensitivity and transform it into a new select store zone that offers customers proposals that are one step ahead of their lifestyles. Under the themes of "cozier than anywhere else" and "inspiration for everyday life," the entire space was composed based on organic lines and earth colors, enveloping the entire area in a mode and gentle atmosphere. Specifically, "big awnings and greenery" were deployed in the exterior plaza to create a new nexus between the facility and the people on the street. In addition, a light court on the ceiling, which is an element of "sunlight filtering through the trees" (concept design), is placed inside the facility in conjunction with the corridor environment, drawing people to the back of the facility through the sunlight. The light court is linked to the passageway environment, leading people to the back of the facility through the trees. The building aims to be a place that will be supported by customers of all ages with next-generation values by providing a sense of "relaxation and a sense of fun" with a sophisticated sensitivity. The project started in August 2020, when the Corona Disaster was to be promoted, and it was a development project that was questioned as to how to attract customers to commercial facilities. While negotiations with tenants were difficult, the project required an upcycling of the environment, with 90% of the main traffic lines using the existing lines. In addition to attracting customers, the project was also required to create a "new nexus between people on the street and S-PAR Sendai," and to attract and spread people further into the facility. SOLUTION: We installed "the most comfortable big awning and greenery" and "LED vision that provides inspiration for daily life" in the external plaza as a nodal point for people on the street, and as an information transmission plaza for this facility located at the northernmost point of S-PAL Sendai, we are providing information about events and tenants to the people on the street. It is a plaza that transmits information about events and tenants to people on the street. The LED Vision also provides hints for future content development, with a view to developing into a media medium from an interactive perspective between the facility and its customers, and creates a connection between the people on the street and the S-PAL. The goal was to create a place where people could "feel, touch, and communicate" from a passing facility. ＜Our project members＞ [Sales and project management] Hiroyuki Uesugi [Planning] Chihiro Watakai, Mayu Nakamura [design, layout] Kenichi Suzuki [Structural design] Taizo Komatsu [Production, construction] Tatsuo Sato

Carelitz & Partners Co., Ltd. is a rapidly growing company in the elderly care business, primarily focusing on home care, utilizing IT technology. For their expansion project, which involved relocating Head Office head office from the 8th to the 15th floor of Shinjuku Miraina Tower, we concept design the entrance and conference rooms, which will serve as the company's face. [Social Issues/Client Issues/Requests] Because many job interviews are conducted there, they requested an entrance that would allow job applicants to relax during interviews and that would reflect the company's growth. [Solution] Since the corporate color is green, we placed live plants within a lattice, symbolizing "growth without constraints" as the plants grow and extend beyond the frame. Furthermore, by dividing the meeting rooms with glass partitions, we created a sense of spaciousness and achieved an open space that takes advantage of the surrounding scenery. Because the color green has a relaxing effect visually, we laid wood and green carpets on the floors of the meeting rooms. In addition, in response to the increase in web-based meetings, we prepared teleconferencing booths for 1-2 people and meeting rooms that can accommodate 4 to 20 people, allowing for flexible use depending on the number of participants. Because many training sessions are held within the company, we designed the entrances to be separate for visitors and employees participating in training, taking into consideration the flow of movement. <Our Project Members> [Development] Nobutoshi Okawa [Sales/Project Management] Ai Mukuo [design, layout] Shigemi Shimizu, Sayaka Koga, Mitsutaka Hagiwara [Production construction] Kota Shimizu, Keita Odajima

The "Morinaga Angel Museum “MORIUM”" was created as part of MORINAGA&CO.'s 120th anniversary celebration. Our company handled the total production, including spatial concept design, displays design and production, and the creation of various content such as theater videos.

This is a concept shop for "Okomebran," a rice bran specialty store brand created by Shinmei Group, one of Japan's largest and oldest rice wholesalers. Okomebran is a rice bran specialty store brand with the vision of "organizing everyday life," and this store aims to be a new type of urban store composed of three spaces: "FACTORY SHOP," "EAT IN CAFÉ," and "KITCHEN LAB." All of Okomebran's products are made with meticulous attention to detail, from the manufacturing process to the transportation process. In order to convey the appeal of these products to the fullest, we have devised a "FACTORY SHOP" that adds displays function to the conventional retail and cafe functions. It has displays function that clearly explains the manufacturing process, and a function that allows customers to pick up and learn about brown rice, rice hulls, white rice, rice bran, and scenery of the production area for each brand. In addition, we have attached a "KITCHEN LAB" that visualizes the kitchen and office, and will hold workshops, as well as concept design a space that will show the product development process that is not usually seen by the public. Our company has been involved since the opening of the first Okomeburan store (LUCUA Osaka) in February 2021. In addition to store design and construction, we have provided comprehensive support, including rebranding to set the brand name and vision, logo and packaging concept design, and supervision of product and cafe menu development.

This museum tells the history of the Suiheisha, which was the cornerstone of the Buraku liberation movement aiming to establish peace and human rights. This renovation is part of the commemorative project for the 100th anniversary of the founding of the All-Japan Suiheisha, a significant milestone since March 3, 1922. In recent years, there has been an increasing emphasis on human rights, as evidenced by the enactment of the "Human Rights Protection Measures Promotion Act" and the "Ainu New Law," as well as the SDGs and the International Council of Museums (ICOM)'s redefinition of museums. The Suiheisha Declaration, read aloud at the founding convention of the All-Japan Suiheisha, which read, "Let there be passion in the world of man, let there be light for mankind," was the first declaration of human rights in Japan and the first declaration of human rights issued by a discriminated minority in the world. When discussing human rights, the existence of the Suiheisha Museum, a human rights information center established in the birthplace of the Suiheisha, is of great significance. In this renovation, the "Suiheisha Declaration," which became the fundamental spirit of the movement, has been brought into focus once again. In addition, famous quotes from prominent figures, people close to the museum, works of art, and works submitted through public competitions have been collected, bringing inspiration and persuasiveness through the power of words. At the same time, a key feature is its high degree of updateability, allowing for the addition of comments from the general public at any time. In addition, we have incorporated a spirit of respecting diversity and accepting each other's differences into displays.

Hitachi Origin Park is a new landmark for Hitachi, Ltd., comprised of four facilities: the Kodaira Memorial Hall, the Founder's Hut, the Omika Club, and the Omika Golf Club. In particular, the Kodaira Memorial Hall is a future-oriented memorial hall designed to enhance engagement among all employees and general visitors. It allows visitors to experience the aspirations of founder Namihei Kodaira, conveying the company's roots to all employees, and also provides exhibits that allow local residents to learn about the history of social innovation, in which the company has continuously challenged itself to solve social issues with the spirit of "harmony, sincerity, and pioneering spirit." Furthermore, as a place to "think together about future social issues," an interactive theater has been set up, allowing visitors to reflect on the themes of past displays and express their displays for the future. The Founder's displays, the starting point of the company's founding, has been restored as a symbol of Hitachi Origin Park. The environment of the actual machines has been recreated, and documentary footage and 3D sound effects have been added to create displays that allows visitors to experience the atmosphere of the time and engrave the spirit of the company's founding into their hearts.