The idea you create becomes a product. A designer's belief in valuing "customer experience" that changes people's minds.

Hirofumi Inoue, who is in charge of the hotel market and serves as Room Chief, has captured the hearts of customers with concept design that prioritize "experiences" that bring about a change in the hearts of guests. Inoue, who is a designer but also serves as a Shinto priest in his family business, uses his own experiences as a unique characteristic in his work. We delve into the values that he cherishes.

The first thing to consider is "experience." We create experiences and then elevate them into concept design.

Inoue belongs to concept design Department 4 of the First concept design Center in the Creative Division. He joined the company in 2007 and has been mainly in charge of hotel and regional revitalization projects since 2017.

Inoue: “I often work with hotel operators who place emphasis on storytelling and customer experience.For example, Hoshino Resorts started work with KAI Kaga, and OMO7 Asahikawa, the first OMO brand store, is also in the works. I was in charge.
In 2021, we worked with ARTH Co., Ltd. to help convert an old private house in Izu into an auberge (restaurant with accommodation facilities) called ` `LOQUAT Nishiizu.''

Inoue's philosophy is that when concept design a hotel, the first thing to consider is the "customer experience."

Inoue: "It's quite difficult to attract customers based solely on the appeal of the spatial concept design. When I stay at a hotel myself, I find more satisfaction in the various experiences and the number of times I've been able to talk with the staff than in interiors."

When I was in charge of "OMO7 Asahikawa by Hoshino Resorts," I thought about creating experiences that would allow staff and guests to connect, and then I translated that into the space. I believe that by incorporating elements that connect to the experience within the space, such as creating a faucet that resembles a wooden bear, a classic Hokkaido souvenir that can be used to offer local welcome drinks, the stay itself becomes richer and satisfaction increases."

The starting point for this thinking is Inoue's own experience. I trust my instincts and create customer experiences.

Inoue: “At hotels, we set personas (typical user images) and make assumptions like, ``A couple in their 30s will stay there, and they have these hobbies...'', but only those people fit that description. is not coming.
I believe that there will be a discrepancy between the persona and the people who actually come, so I place importance on the idea that anyone who stays at a hotel that they or their family find ``fun'' will find it enjoyable.''

Inoue also currently works as a part-time lecturer at Tokyo University of the Arts, and is also involved in the Shinto priesthood at a shrine in his hometown of Okayama.
In a company culture that views complex work styles as ``interesting,'' he embodies his belief that ``more than being an office worker, one should live as a designer.''

Inoue: "During the New Year holidays, I return to my family's shrine in Okayama and serve as the successor. In 2018, I took a year off to obtain the qualifications to become a Shinto priest. I remember my boss at the time telling me, 'In the future, there will be more freedom in how we work, so I think it's fine to have a designer who works as a Shinto priest while also doing concept design work in Okayama.'"

"I feel that this company values each designer's lifestyle, which is directly reflected in their work output, and that they appreciate and find interesting aspects of their unconventional careers as part of their individuality."

I joined the company because I was moved by the designer's words, "Let's do it together."

During my student years, I studied architecture in the Department of environmental design at Hiroshima Institute of Technology, and then majored in concept design at the graduate school of Tokyo University of the Arts, acquiring a wide range of knowledge from interior design to urban concept design. During my job search, I interviewed with various companies in different industries, and the deciding factor in my eventual decision to join NOMURA Co.,Ltd. Ltd. was "the words of the interviewer."

Inoue: ``The main interviewers were three designers, and after they gave a presentation on their work related to urban development, Echiyo Suzuki, who is currently our executive creative director, said, ``I am also involved in urban development like this.Let's do it together.'' ``I got the impression that the company was seriously looking for people to work with, and I had an image of myself working as a designer, so I decided to join.''

I instinctively felt that working at NOMURA Co.,Ltd. was an extension of my own creative work. After joining the company in 2007, I was assigned to the CC Company (CC: short for Creative Communication), which handles corporate culture-related projects.

Inoue: "At my previous assignment, I was involved in creating facilities that disseminate information, such as museums, displays, and corporate showrooms. For about 10 years, I focused on creating spaces with the mindset of 'how to convey information,' and in 2016, I was transferred to the Chubu branch through the junior rotation system. There, I was in charge of a commercial project for Hoshino Resorts."

The first project Inoue was in charge of at Hoshino Resorts was the renovation of the public bath at KAI Kaga, where customer satisfaction was sluggish at the time. Inoue, who started his career in the corporate culture field, made proposals from a different perspective than other designers.

Inoue: "I gave a presentation arguing that no matter how stylishly concept design a public bath is, it won't increase customer satisfaction. I believe that customer satisfaction depends on how conversations arise among customers, and it's important to create a space where conversations naturally occur, such as 'How was the men's bath?' or 'I heard Kutani ware is famous in this area.' I proposed, 'This time, we will focus on how to increase the number of conversations, and we will concept design accordingly,' and Mr. Hoshino, the CEO, was very impressed, saying, 'That's an interesting proposal.' That was theきっかけ (trigger/starting point) that led to me continuing to work on projects for Hoshino Resorts to this day."

We propose hotel concept design to enhance customer satisfaction.

▲ “OMO7 Asahikawa by Hoshino Resorts”

While Inoue has been involved in a variety of projects, the ones that stick out in his mind are 2018's OMO7 Asahikawa by Hoshino Resorts and 2021's LOQUAT Nishiizu.
OMO7 Asahikawa's theme was ``a hotel filled with hospitality that lifts your spirits with playfulness and humor,'' and we proposed a project to match that theme.

Inoue: ``There are many different ways to get excited, so I proposed creating devices in various places around the hotel.For example, Asahikawa is a wood-producing area, so when you check in, you receive a kit and make a carved wooden spoon, and the next morning you can use that spoon for breakfast.'' When you eat, I think the taste becomes even more delicious.When I proposed that I would like to create many such devices to increase customer satisfaction, it was accepted in a competition and I was able to begin the design process. ”

What we struggled with was ``how to imagine the root of the customer's needs and come up with an answer.''

Inoue: "As the project progressed, the person in charge told us, 'We especially want to change concept design of the restaurant. If we were to use a soup analogy, your proposal is like consommé soup. What we want to create is pork miso soup.' We interpreted what the customer meant by pork miso soup and realized that what they wanted was a user-friendly space where the base of the space wouldn't change no matter how many different things were mixed in, so we made a bold change to concept design."
Currently, concept design space we left behind allows the staff to come up with new ideas, and the hotel is evolving into a more enjoyable place to stay."

“LOQUAT Nishiizu” is a conversion of an old folk house. Looking back on the planning stage, he says, ``The deciding factor was how well we could visualize the final product and convince people.''

Inoue: Most of the hotels in old houses, which are increasing in number these days, are refinishing the walls.However, Mr. Okada of Okada Construction Company, whom I respect, told me, ``How do you preserve the memory of a building? ``Even if the design doesn't look pretty at first glance, preserving even a little bit of this memory will lead to a more satisfied customer's stay, and it will become a topic for the staff to talk about with the customer.'' I will do it.''

The representative and staff asked us to repaint all the clay walls because we don't want them to look dirty, but we kept telling them that if we painted them, the product value would be lost, and in the end they were satisfied. I received it. As a result, communication between staff and customers has increased, and we are now able to differentiate ourselves from other old folk houses. Nowadays, we have a constant stream of repeat guests, making it a popular inn that is difficult to make reservations for.”

Utilizing experience in multiple industries based on the idea of emphasizing experience

Inoue has gained experience across multiple markets, including cultural facilities, corporate showrooms and displays, and commercial hotels. Moving forward, he will leverage this experience to demonstrate his abilities without limiting himself to a specific industry.

Inoue: ``It's not that I want to do this, but I enjoy solving problems no matter what kind of work comes my way.Currently, I'm involved in designing residences for seniors and utilizing idle land in rural areas.'' Our goal is to use the know-how we have cultivated to contribute to society.
For example, if you live in a residence for seniors, you can create a mechanism for them to go out into the city, which will increase their chances of walking and extend their healthy life expectancy. As a room chief, I am conscious of making sure that I can effectively contribute to society by leveraging my know-how, regardless of genre.''

Inoue also supervises training for new employees at the Creative Division. He says that when you develop your creativity, your work itself becomes more enjoyable.

Inoue: "When I was asked to 'concept design a place to drink coffee,' if I created it without thinking, I think it would end up being a nice concept design with a good atmosphere like the major coffee chains that are doing well right now. But what's important here is to think about the root of it: 'What kind of situation makes you feel like you're drinking truly delicious coffee?' It might be coffee drunk outside on a very cold day, or instant coffee made by a child. If you think about it from the root, it shouldn't end up being concept design like the major coffee chains."

If designers cannot generate answers from their own feelings that artificial intelligence cannot provide, I believe that in the near future, the jobs of designers will completely disappear. However, ideas and thoughts that come from one's own feelings are undeniable, and there will surely be people who empathize with them. Since the ideas that are generated become products, it is the responsibility of designers to be able to come up with ideas that make people think, 'I want to experience that too,' or 'I want to go there.'"

Inoue concept design not only what is visible, but also with an emphasis on the story behind it.
Armed with the principle that "creativity equals product strength," we continue to create concept design that stand out from the rest.

*The contents are as of December 2023.