KUBOTA AGRI FRONT

Kubota Corporation, whose mission is to solve social issues in the food, water, and environment business areas, has opened an agricultural learning facility in Hokkaido Ballpark where visitors can learn about the charm and potential of "food and agriculture" in a fun and delicious way. Targeting children as its main audience, the facility is based on the concept of a place where everyone can learn and think together for the future, and has constructed an experiential story revolving around three key factors essential to solving the challenges facing food and agriculture. In particular, the "AGRI QUEST course," aimed at elementary school students in the fourth grade and above, allows participants to learn about the fun and diversity of agricultural management by working as part of a team as an agricultural manager, while the "TECH LAB" allows them to experience the importance of agritech by interacting with cutting-edge smart agriculture and plant factories. A café serving menus made with carefully selected ingredients is also attached. Our group provided a wide range of solutions, including not only planning, design, and construction, but also facility operation, café operation, and event decoration.

Food and agriculture are fields that face many challenges, including world population growth, global environmental issues, a decline in the agricultural workforce, and food waste. Meanwhile, in order to support the food that humans need to live on Earth and the agriculture that supports that food, people, organizations, companies, and governments from various positions have begun to work toward solutions. Against this social background, Kubota expected us to play the role of "partner for the entire project," working together with them to think about the purpose and type of experience to provide for their new agricultural learning facility, creating a vision for the project, and working with them to design the experience and space, and then implementing it.

The challenges facing food and agriculture are complex, requiring a comprehensive approach across the entire food value chain, as well as the utilization of ever-evolving agritech. Our facility adopted the message, "Agriculture is a challenge from the Earth," and created an experience centered around three keys to solving this challenge. We also shared Kubota's desire for sustainability and collaboration with various parties, and based on the concept of "building a network of people who aspire to the future of food and agriculture," we focused on creating displays that showcased the faces of all those involved. We created an experience and space where visitors could feel that "While there are challenges in food and agriculture, the challenges for the future are exciting!" through activities such as "AGRI QUEST," a game where teams challenge themselves in agricultural management, and the opportunity to experience the joy of food through actual tastings.

NOMURA Co.,Ltd. Ltd. has led the core of the project, from concept planning to experience creation and spatial design, and has also provided smooth operation of the facility and cafe. We believe that they have created a valuable facility that could not have been realized with any other partner.