Mineto Yoshimura joined Nomura Co., Ltd. in 2007 and currently serves as Room Chief at the First concept design Center of the Creative Division. He designs a wide range concept design, from commercial spaces to private residences, and is committed to creating spaces that move people's hearts with his unique philosophy of "concept design the entire atmosphere." He discusses his passion for his work and his new challenges as a designer. "concept design the entire atmosphere." Behind the scenes of a project that creates new value▲ Anniversaire Omotesando. Yoshimura is a member of concept design Department 5 of the First concept design Center of NOMURA Co.,Ltd., Ltd.'s Creative Division. As Room Chief, he works with the planning team concept design a wide range of concept design, from commercial spaces to residential properties. "Specifically, I've designed over 10 homes, including private residences, as well as a casual Italian restaurant, a luxury watch shop in Ginza, and a members-only salon for the wealthy. I'm involved in a wide range of projects, from large to small, related to lifestyles," Yoshimura says. Yoshimura's work goes beyond simply creating spaces. His consistent passion lies in concept design the atmosphere and the way people feel. Yoshimura: "I often tell my clients that I will 'concept design the entire atmosphere,' but that doesn't mean I'm just trying to make the space look cool and innovative. I focus on how the space will create a wonderful atmosphere for the time spent there, and carefully consider the floor plan. This applies not only to residential properties, but also to restaurants and hotels." One of the distinctive features of Yoshimura's work is his collaboration with the planning team in charge of the project. This effect is particularly evident in projects that aim to create new value. Yoshimura: "For example, Anniversaire Omotesando. For the large-scale renovation project to mark the 25th anniversary of the facility's opening, the client wanted the facility to be more open to the community and to try new ways of using the facility beyond just as a wedding venue. With the planning team involved, we were able to conduct an in-depth analysis of related data from a perspective other than concept design, such as the characteristics of the people who visit Omotesando, trends in the wedding market, and the atmosphere desired for corporate parties. They were also able to put the concept design into words well, which added depth to concept design of each floor and made it easier to communicate to clients. I think what makes NOMURA Co.,Ltd. so interesting is the environment where we can cooperate beyond team boundaries, and I have learned a lot myself." Yoshimura's attitude toward work is filled with a spirit of challenge, always seeking to create something new. Yoshimura: "Almost all of our clients want to create new ways of using things and scenes that have never been seen before, and they expect us to propose new worldviews and ways of thinking. Sometimes we are asked to have a global perspective, not just a Japanese one. When working on such challenging projects, I always keep in mind to enjoy concept design. When you try to create something new, you will hit all kinds of obstacles. But I think it is important to enjoy even that process. When you start to hear people say, 'I'm looking forward to the finished product,' that is a sign that you are on the way to a good concept design. Ultimately, the important indicator is whether the space you want to bring someone special to, and whether it makes you excited." "A space that blends into people's lives." A passion for concept design that connects people and spaces Yoshimura says that what led him to pursue a career in spatial concept design was an experience he had in high school. Yoshimura: "When I was in high school, I often went to a local coffee shop to study. It was there that I realized that a cup of coffee costing just 140 yen had a place in the lives of so many different people. There was the old man who came every week at the same time, the English conversation teacher, the couple who always sat at the same table chatting. This space, which cost just 140 yen, enriched people's lives. The moment I realized this, I wanted to concept design the spaces of these shops. So I talked to my art teacher, and he told me about art school, and the next day I started attending an art prep school." With a strong passion for spatial concept design, he went on to art school. While in school, he had the opportunity to take a class with Shigechiyo Suzuki, the current Executive Creative Director of NOMURA Co.,Ltd., and through his interactions after class, he became interested in the company. Yoshimura: "Every time we met, he would talk about his work with a smile on his face and seem to enjoy it. Suzuki was in his mid-50s at the time. Seeing someone with many subordinates talking about their work with such enthusiasm made me think, 'This company has lively designers and a sense of momentum.' So I started to look into NOMURA Co.,Ltd. Ltd., interviewed, and decided to join." After joining the company, Yoshimura began his career as concept design in the Commercial Environment Company. In 2010, he joined the concept design team called 'AND'. Yoshimura: "AND is a group of designers led by Kosaka Ryu (Senior Executive Officer Chief concept design Officer NOMURA Co.,Ltd.), who specializes in creating high-quality spaces. For around 10 years, Kosaka thoroughly drilled into me the essence of concept design. I will never forget the first time I was entrusted with the restaurant project, GENIE'S TOKYO. I learned the difficulty of creating a restaurant while considering all sorts of things, such as its profitability, facilities, and the flow of staff and customers. As a designer, I didn't just draw pictures, but also worked with people from all kinds of industries to create a store." Through this experience, Yoshimura realized the dynamism of how a single line drawn by him can move so many people and money, as well as the weight of responsibility that comes with it. Yoshimura: "There was one time when I had them make something based on the drawings and blueprints I had made, and a mistake occurred...I had to bow my head and ask them to fix it, and it was a project that made me realize firsthand the gravity of failure. At the same time, I learned a lot about the importance of connections with people. I was grateful to have become friends with the people on site, and they helped me out when I was in trouble later on in the job. I really felt the importance of not just concept design, but also relationships with the people on site." Painting a future of rich housing with an innovative concept design approach ▲ Dear Homes Mita Yoshimura returned to NOMURA Co.,Ltd. in 2021, formed his own team, and took on the role of room chief. He then went on to work on two memorable projects. Yoshimura: "The first one was Dear Homes Mita (a renovation project for an apartment building for the wealthy). It all started with work I did at AND, and the client I worked with contacted me saying, 'I heard you've returned to NOMURA Co.,Ltd. Co., Ltd. We'd love to have you work with us again this time.' To be honest, I was surprised. They asked me to work on it personally, not as a member of AND, the team that Kosaka was on. I was very happy that they appreciated the carefulness with which I worked and my approach to concept design back then." Yoshimura says that it was a project he worked on with great enthusiasm in order to meet the client's expectations. He took on the challenge of residence concept design from a new perspective. Yoshimura: "In the housing market for the wealthy, calm tones and colors that evoke a sense of peace were the norm. However, based on my experience in restaurants and commercial facilities, I thought it might be possible to incorporate more upbeat, uplifting colors and concept design into homes. For example, I proposed using color in key areas that would normally be white, or flipping a shelf over to change from wood to colorful leather, allowing for easy redecoration, just like changing your clothes." This innovative approach led to his next big project. Yoshimura: "When I spoke with art director Shun Kawakami in a nomlog* interview, he was very interested in the design process for this home and my method of expressing the richness of the home. He asked me if I'd like to work with him, and that led to the job of concept design a new bathroom concept for LIXIL." This project gave Yoshimura the opportunity to fundamentally rethink the concept of bathroom space. Yoshimura: "When planning living rooms and bedrooms, I carefully consider wall placement, storage visibility, eye movement, and color, but I realized I hadn't given much thought to the spatial composition of the bathroom. I wanted to offer a variety of ways for users to enjoy the bath, so I concept design it around a time axis. By simply adding a small curved wall to the bathroom, I proposed a way to shift moods between washing and soaking. I also emphasized the importance of expanding options. A home is one of the most expensive purchases you'll make in your life, yet I feel like there are limited styles available. I believed that reflecting the same breadth of options available in bathroom concept design as when choosing a cell phone or clothes would enrich the home, so I expanded the color and concept design options." Through these projects, Yoshimura deeply considers the richness of the home and proposes new values, bringing about changes in the hearts of those who spend time in these spaces. *nomlog: https://www.nomlog.nomurakougei.co.jp/ A media outlet within NOMURA Co.,Ltd. Group that pursues the possibilities of "space" and "experience." These space-creation professionals share behind-the-scenes insights, daily efforts, and unique insights. "Aiming to be a designer team that people choose." Yoshimura Room's challenge: Connecting with People and Creating Spaces. Yoshimura says the rewarding part of his job is the connections he makes. "I strongly believe that creating a space cannot be done alone. No matter how talented a designer you are, it won't come to fruition without the craftsmen who can bring it to life. And of course, it wouldn't even begin without the client. That's why I love the sense of accomplishment I get from working together with others, and that's why I continue to do this job. When a long-term project is completed, we sometimes create a photo album as a gift for the client. It includes never-before-seen concept design sketches, factory inspections, and photos we've taken. I really love the moments when we can share the great things we've created together." Yoshimura, who values connections with people, spoke about his vision for the future. Yoshimura: "I'd like to challenge myself to see how well we can be accepted on the world stage in a few years' time. Even if I'm in charge of a facility in Japan, the people using it are customers who have seen wonderful places all over the world. I have to create something that many people will find wonderful. With that in mind, I'm feeling a strong desire to experience for myself whether my aesthetic sense and sensitivity will really be accepted overseas." Yoshimura Room also has a clear goal. Yoshimura: "For the past four years, our goal has been to 'become a design team that is chosen.' This is a pretty big statement, and not something that can be easily achieved. But we will continue to set big goals, and ultimately, we aim to become designers who are designated for requests from overseas." Finally, Yoshimura talks about the appeal of NOMURA Co.,Ltd. Yoshimura: "The appeal of NOMURA Co.,Ltd. is that there are many people who are willing to help, as well as seniors you can respect and juniors who inspire you. It's rare that you can immediately think of a senior you respect in your own company or a junior you think is excellent. I feel very blessed to be able to improve myself in an environment where we can discuss concept design on a daily basis. That's what's great about our company, so I'm still here." With an eye on the world, in a stimulating and growing environment, Yoshimura will continue to pave the way for the future of spatial concept design, carefully attending to each and every space. *The information is current as of September 2024.