Keita Aono is the director of the creative team "no.10". He has directed 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 been working on social good and projects to create and research the future of space. I will talk about my footprints and my beliefs.
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Aono launched the creative team “no.10” in 2020 and serves as its manager. We are engaged in many projects in Japan and overseas, mainly in interior design.
Aono "No.10 is a creative team that mainly focuses on space concept design. The members are mainly in their 30s, and there are about 25 members, including foreigners. We are in charge of everything related to space, mainly commercial properties. As of March 2023, about half of the projects in progress are overseas and half domestic, and our team is characterized by its global activities.
Our strength lies in our ability to create spaces from architecture. In recent years, there have been an increasing number of cases where we start with concept design of buildings, then concept design the interiors of buildings, 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 the coffee brand % Arabica, which is also expanding overseas, there are always about 20 projects in progress at the same time concept design As chief designer and director, my role is to manage quality, such as confirming the direction and progress of projects.”
NOMURA promotes “social good” initiatives throughout the group to bring about a positive impact on society and contribute to the resolution of social issues. Aono says that he wants no.10 to be the embodiment of 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 the ship rolls to the right, it must move to the left to maintain balance. Our basic course of action is to be the first to take such actions through concept design. At first glance, it looks like it's just an act of balancing well, but in reality it's the first thing to do is to take a different action. At its core is the idea of looking at the balance of society in the future. I believe that translating this into concept design will lead to social contributions.”
Among the no.10 projects, one that is particularly positioned as a “social good” initiative is the interior and exterior concept design (2020) of the tuna fishing boat “Daiichi Shofuku Maru.”
Aono: I was in charge of concept design a fishing boat based on the idea that improving the onboard environment would lead to food safety. The stress is great, and it is said that the turnover rate of young people exceeds 50%.In order to make their lives as comfortable as possible, we have incorporated many straight lines in interiors, such as smartphones and TV screens, that remind us of life on land. I was
In addition, he is in charge of the limited-time installation displays“ LifeWear SPRING” (2021) at UNIQLO TOKYO, the flagship store of the casual fashion brand UNIQLO. Considering coexistence with nature, such as using recycled corks made from wine cork stoppers, the brand's philosophy of not placing a burden on the earth has been incorporated into the space creation.
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▲ The tuna fishing boat "Daiichi Shofuku Maru", which was designed for the interior and exterior.
While majoring in architecture at an art university, Aono felt uncomfortable with the common sense of the architectural world. I joined NOMURA in search of an environment that overturned preconceived notions.
Aono “When I was a student, I thought that a good space can be created only when architecture and interiors interiors interiors together. Therefore, I wanted to change from the interior side, so I was looking for an environment where I could work on creating a space from the architecture centering on the interior, and I met NOMURA. rice field"
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.
In the following year, we started collaborating on an individual project with Mr. Oki Sato of “nendo”. In 2016, the spatial concept design office “onndo” was launched through a business alliance between nendo and NOMURA I look back on the activity at onndo as a big turning point.
Aono "When I was collaborating with Mr. Sato as Aono Room, we decided that we could work more closely, so we launched a new concept design office. We are in charge of overall concept design related to space. Together with Mr. Sato. By working together, we were able to concept design not only interiors but also graphics, products, and architecture as lines and surfaces rather than points.We proceeded with the project on an equal footing with Mr. Sato, a world-famous creator. that has an impact on the later.
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 Cesar Pelli, a famous architect. I was in charge of the huge atrium space, which consists of a dining zone and a chapel. It could be said that this is a project that has eliminated the boundary between architecture and interiors, something that I had envisioned since I was a student.I think it was also very significant in that it also served as an opportunity for us to work together with people from overseas.”
Aono says that there is someone he is currently aiming for.
Aono “I hope to become a creator like London-based designer Thomas Heatherwick. I hope that no.10 can become a team that can handle all kinds of 3D concept design.”
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Aono participates in various projects other than activities as no.10. One of them is the activities of the Institute of Future Creation, which began in 2022.
Aono: This is an initiative that aims to create and strengthen the space research function for NOMURA 's corporate value creation and sustainable growth.We are working to create and research signs of the future in space. 6 members are participating
Aono is also the team leader of a project to scientifically demonstrate space, behavior and psychology as part of NOMURA 's social good initiative.
Aono: For the past 130 years, NOMURA has provided 'Delight and Passion Delight and Passion,' which is one of its management philosophies. So, for example, I am doing various research, such as acquiring electroencephalogram data from completed photographs of past projects and extracting elements of Delight and Passion. Under the name, we aim to provide new Delight and Passion by scientifically demonstrating, unraveling the psychological background and explaining it to society.
Aono says that he hopes that this initiative will continue for the next 130 years or more, just like the history of NOMURA I will continue to explain why.
Aono: In order to analyze and explain Delight and Passion, continuous demonstration is essential.It is said that vision accounts for nearly 90% of the human senses, but for example, We aim to clarify the process by which various senses combine to create joy and excitement, such as how sounds affect people's psychology in a space."
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In 2022, Aono will celebrate his 24th year with the company. As a designer, there are things I value.
AONO “I have always been conscious of not being bound by anything. For example, there are many conceptual lines created by humans in the world, such as domestic/overseas, architecture/ interiors. I think I have always cherished the desire to create concept design that are liberated.”
Aono, who says so, aims to “enrich people with the power of space” through not only the efforts of no.10, but also the activities of the Future Creation Institute and Social Good. Continue as follows:
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 Site:
https://www.no-10.jp/
▶Creative Team no.10 Official Instagram Account:
https://www.instagram.com/no.10_official/
Born in Zurich, Switzerland, and making use of his childhood experience, his concept design, which combine the essence of the West and the East, have been highly praised both at home and abroad, and have won awards in Hong Kong and other countries. Every day, I ask myself, "What is the essential thing?"
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