Work that enriches people's lives. Philosophy of a designer aiming to create a space that eliminates preconceived notions

Aono Keita is the head of the creative team "no.10". He has been involved in directing almost all of no.10 's projects, and has pursued spatial concept design that is not bound by preconceived notions. In recent years, Aono has also been working on projects that create and research social good and the future of space. He will talk about his track record and beliefs so far.

As the chief designer of no.10, he is responsible for directing almost all projects.

Aono launched the creative team "no.10" in 2020 and serves as its director. He has worked on numerous projects both in Japan and overseas, mainly focusing on interior design.

Aono: "no.10 is a creative team that focuses on spatial concept design. We have about 25 members, mostly in their 30s, including foreigners. We are in charge of everything related to space, focusing on commercial properties. As of March 2023, about half of the projects we have underway are overseas and about half are domestic, so what makes our team unique is that we operate globally.

Our strength is being able to create spaces through architecture. In recent years, we have started by concept design the building, and we are increasingly also concept design the interior and the events that are held there."

While fulfilling his role as general manager, Aono handles almost all of the team's projects as chief designer.

Aono: For example, in the project for % Arabica, a coffee brand that is also available overseas, there are always around 20 projects going on at the same time. Each designer is in charge of their own project, but as the chief designer and director, it is my role to manage the quality by participating in strategy meetings and checking the concept design direction and progress.

NOMURA is promoting "social good" initiatives across the entire group, aiming to bring positive impact to society and contribute to solving social issues. Aono says he wants no.10 to embody that.

Aono “What our team values is ``thinking about things from the beginning to the end, and exploring where the center of gravity is.'' I think it's important.

For example, if a ship tips to the right, it must move to the left to maintain balance. Our basic guideline is to try to do this through concept design first and foremost. At first glance, it may seem like it's just about finding the right balance, but it's actually about taking a different action first and foremost. At its core is the idea of looking to the future balance of society. I think that applying this to concept design will also contribute to society."

Among no.10 's projects, one that can be positioned as a particularly “social good” initiative is the interior and exterior concept design of the tuna fishing boat “Daiichi Shofuku Maru” (2020).

Aono: "I was in charge of concept design the fishing boat based on the idea that improving the environment on board the boat would lead to food safety. Tuna fishing boat crew members are forced to live at sea for around 10 months, involving hard work, which places a lot of mental and physical stress on them, and it is said that the turnover rate for young crew members exceeds 50%. To make the crew's life as comfortable as possible, I incorporated many straight lines into interiors, reminiscent of life on land, such as smartphones and television screens."

He is also in charge of the limited-time installation displays" LifeWear SPRING" (2021) at UNIQLO TOKYO, the flagship store of the casual fashion brand UNIQLO. The brand's philosophy of coexistence with nature and not putting a burden on the earth is incorporated into the creation of the space, for example by using recycled cork made from wine corks as a material.

Joined NOMURA with the aim of creating spaces through architecture. His activities at "onndo" were a turning point

▲ The tuna fishing boat "Daiichi Shofuku Maru", which was designed for the interior and exterior.

While studying architecture at an art university, Aono felt uncomfortable with the conventional wisdom of the architectural world. Seeking an environment that would overturn preconceived notions, he joined NOMURA

Aono: "When I was a student, I thought that a good space could only be created if architecture and interiors were linked. However, at the time, architecture and interiors design were clearly separated, with architects creating the box and interior design specialists in charge of interiors. So, with a desire to change things from the interior side, I was looking for an environment where I could work on creating space from architecture, with a focus on the interior, and that's when I came across NOMURA"

Since joining the company in 1999, Aono has been in charge of various projects centering on commercial facilities, leading them to success. In 2013, in his 15th year, he launched his own team, “Aono Room,” at an unparalleled speed at the time.

The following year, he began collaborating with Oki Sato of “nendo” on an individual project. In 2016, the spatial concept design office “onndo” was launched through a business partnership between nendo and NOMURA Looking back, he says that his work at onndo was a major turning point for him.

Aono: "When we were collaborating with Sato as Aono Room, we decided to work more closely together, so we launched a new concept design office. We are in charge of all spatial concept design. Working together with Sato, we were able to concept design not just interiors but also graphics, products, and even architecture, as lines and surfaces rather than individual points. Working on projects on an equal footing with Sato, a world-renowned creator, has had an impact on us ever since.

The activities of onndo also helped me to eliminate the boundary between domestic and overseas as a work area. I think that it has broadened my horizons as I have reaffirmed that if I have the power to be creative, I can work regardless of national borders.”

Aono says that every project has its own drama, and that they are all impressive. Among them, the one that is most memorable is the creation of a lounge, restaurant and chapel in the huge atrium of the foreign-affiliated hotel "Hilton Fukuoka Sea Hawk" in Fukuoka.

Aono: "The architect was the famous architect Cesar Pelli. I was in charge of the huge atrium space that houses the dining area and chapel. It was a project that eliminated the boundaries between architecture and interiors, like creating a building within a building, something I had been thinking about since my student days. I think it was also significant in that it gave me the opportunity to work on a project with people from overseas."

Aono says that there is someone he is currently aiming for.

Aono: "I would like to become a creator like the London-based designer Thomas Heatherwick. I hope that no.10 can become a team that can handle any kind of 3D concept design."

Participating in projects other than concept design, aiming for NOMURA 's sustainable growth and contribution to society

In addition to his activities as a member of no.10, Aono is also involved in a variety of other projects. One of these is the Future Creation Research Institute, which began in 2022.

Aono: "This is an initiative aimed at establishing and strengthening spatial research capabilities to create corporate value and ensure sustainable growth for NOMURA We are working to create and research signs of the future in space. Currently, six members are participating."

Aono also serves as team leader for a project to scientifically verify the relationship between space, behavior, and psychology as part of NOMURA 's social good initiatives.

Aono: "For the past 130 years, NOMURA has provided 'Delight and Passion,' one of our management philosophies. Until now, we have not been able to talk much about Delight and Passion in terms other than our track record. So, for example, we are conducting various research, such as acquiring brainwave data from completion photos of past projects and extracting elements of emotion. We aim to provide new Delight and Passion by scientifically verifying this under the name of 'studying Delight and Passion,' and by unraveling the psychological background and explaining it to society."

Aono says he hopes this initiative will continue for as long as NOMURA 's history, meaning for another 130 years or more.

Aono: "Continuous verification is essential to analyze and explain Delight and Passion. It is said that vision accounts for nearly 90% of human perception through the five senses, but we aim to elucidate the process by which various senses combine to generate joy and emotion, such as how sound in a space affects the human psyche."

Aiming for an unrestrained concept design and a space that responds to people's emotions

In 2022, Aono will celebrate his 24th year with the company. As a designer, there are things I value.

Aono: "What I've always been conscious of is not being bound by anything. For example, there are many conceptual lines created by humans in the world, whether domestic or international, in architecture or interiors. I think I've always cherished the desire to create concept design are free from such preconceived notions."

Aono says that what he aims to do, not only through his work as no.10, but also through his work with the Future Creation Institute and Social Good, is to "enrich people's lives through the power of space."

Aono: Listening to music makes me smile, shed tears, and a variety of other emotions. Space also has the same great power. I would like to convey joy and excitement to many people through the space.

For example, let's say you have a terminally ill cancer patient. What kind of space would provide peace of mind for those who have been sentenced to a life expectancy and spend their last moments? Thinking about such things is our job as designers. I would like to realize the creation of a space that is close to people's emotions."

▶Creative Team no.10 Official Website:
https://www.no-10.jp/

▶Creative Team no.10 Official Instagram Account:
https://www.instagram.com/ no.10_official/