Designers who create "spatial experiences using digital technology" are paving new paths

Keisuke Yoshida is a designer who creates experiences by fusing digital technology, programming, and space. He has participated in many collaborative projects with external artists and creative teams, and is involved in projects of various scales. Yoshida, who says "there is meaning in continuing to create," talks about his passion for his work.

Weaving experiences into space - creating new value through computational concept design

▲Shibuya Scramble Square's observation facility "SHIBUYA SKY" | Transition space "SKY GATE"

Yoshida belongs to the Creative Direction Department of the Creative Headquarters Content Integration Center. He is skilled at creating spaces that provide an "experience."

Yoshida: "We don't just concept design spaces; we combine them with experiential content and incorporate digital effects to create spaces that fuse with technology, programming, and other digital technologies. We're involved in a wide range of projects of various scales and disciplines, including corporate museums, artwork, the observation deck at Shibuya Scramble Square, SHIBUYA SKY, and the environmental production that will be responsible for the lively atmosphere and cultural dissemination of Shibuya Sakura Stage, which opened on July 25th.

In my case, I often work in teams with external creative teams and artists. I am currently working on several projects in parallel."

Yoshida's specialty is "computational concept design."

Yoshida: "Computational concept design is a method of generating concept design by programming the concept design mechanism and solving complex conditions such as structure and function. It can be used to shorten the time required compared to using human hands, and it can also create highly accurate shapes that cannot be reproduced by human power alone.

You might think that because it's a computer, anyone can make the same thing, but in fact it reflects the creativity and originality of the person programming, so even if a different designer uses the same techniques, the result won't be the same. That's what makes it fun."

Yoshida continues to pursue spatial experiences that utilize computational concept design, and is also involved in NOMURA Group's innovation laboratory, NOMLAB (scheduled for a website renewal in autumn 2024).

Yoshida: At NOMLAB, in addition to developing software for client work, we also set up several research themes and work with external creators to develop prototypes of new expressive devices that use interaction and control.
I joined the team when NOMLAB was launched in 2017, and although I left for a period of time, I rejoined the team in 2024.

At first, it was a small group of 2-3 people, like a club activity, but now it has grown in scale. In my usual work, I often have a partner company make the final product, but at NOMLAB, I can "make things" with my own hands, so I learn a lot, such as understanding how things work, and it's a lot of fun.

While I was exploring the possibilities of space combining media and control devices, my desire to create something that combined technology and space gradually grew stronger, and I feel that this is what has led to my current work."

*The Content Integration Center (Fantasy Implementation Group)is a creative team within Nomura Co., Ltd. that uses a deep understanding of NOMURA to transform exciting "fantasy" into new experiential value and "implement" it in all kinds of spaces and in society.

"I want to be involved in manufacturing." With a vague idea in mind, I jumped into NOMURA and took on new challenges and learning experiences.

▲In the reception room on the executive floor of NOMURA Ltd. headquarters building, which I worked on when I first joined the company.

Yoshida's encounter with architecture and concept design was truly fateful. The encounter during his student days led Yoshida into the world of architecture.

Yoshida: "There was someone at my part-time job who was studying architecture at graduate school, and by chance I had the opportunity to see his portfolio. It was full of buildings with unique concept design that you don't see in normal buildings, such as pointed or slanted walls. I was impressed that such free-form buildings could be made. That incident prompted me to study architecture at university and graduate school."

Yoshida says he has always loved working with computers, and in graduate school he studied computational concept design in the architecture and urban systems laboratory.

Yoshida: "When I was job hunting, I actually hadn't decided exactly what I wanted to do. I applied to NOMURA because of the influence of a friend from my lab. However, I had always felt that I was suited to the world of displays, where the time span is shorter than in architecture and decision-making can be done by a small number of people, and I joined the company with the vague feeling that I wanted to be involved in manufacturing."

Yoshida says that he first became aware of the appeal of NOMURA after joining the company.

Yoshida: "When I first joined the company, I struggled with the guidance of my superiors, but I worked really hard. One project that left a strong impression on me was the renovation of the reception room on our company's executive floor. It was a valuable experience that allowed me to think deeply about NOMURA Ltd."

Yoshida says that for this project, he aimed to "combine art and craftsmanship," following the character "gei" in the name of NOMURA As this was a major project for the company, he said that he had a hard time deciding on the direction.

Yoshida: "Because it is a reception room where we welcome a wide variety of customers, we had the opportunity to talk with people from a variety of departments and positions, including the executive team, administrative department, and sales department, which was a great opportunity to learn about the diversity of NOMURA

It was also an extremely educational three years in terms of work. Not only did I learn about concept design techniques and quality, but I was also thoroughly taught the fundamentals of work, such as how to conduct meetings, how to prepare materials, and how to take minutes."

Yoshida laughs and says that there had never been a more difficult time than that time, but he adds that the experience he gained back then has been useful in his work since then.

Yoshida: After this, I started working with NOMLAB, and was able to get involved in work that allowed me to utilize my area of expertise, computational concept design.

When I first joined the company, I worked hard as an assistant, but thanks to that, I was able to acquire the basic skills for the job and gradually become able to act independently. I've grown by being able to take my work personally and thinking about the impact that the spaces I create can have on society."

Inspiration from artists and creators outside the company. Always surprising with their ideas

 ▲ Sakura CHORUS stands at Shibuya Sakura Stage, catching the wind like a row of cherry blossoms in full bloom, creating a harmony of light and sound.

Yoshida often works on projects together with external artists and creative teams, and enjoys co-creating with them.

Yoshida: "In terms of creativity, I'm always getting a lot of stimulation. To begin with, our way of thinking is completely different, so I'm always surprised when they come up with ideas that would never have been thought of within the company.

I often work with video and visual professionals, and I am always impressed by the wonderful output. I have long-standing relationships with many of these artists, so recently there has been a strong desire to work together as a team that transcends company boundaries to create something great."

He spoke about what he keeps in mind when working with various stakeholders:

Yoshida: "I feel this especially when working with artists, but what they want is often far beyond imagination, and it often feels difficult to realize. That's why I try to polish what I propose as much as possible, and strive to raise the quality to the highest level before releasing it.

I also devise ways of presenting proposals. Perspective drawings are often used in spatial concept design, but I try to use methods such as creating videos and giving presentations that make it easy to communicate the content of concept design and ideas."

Yoshida says he always keeps his antennae up and thinks it's important to take in the work of creators around the world.

Yoshida: "What I find particularly amazing are artists who continue to hone the same technique over their entire lives. Something that didn't make much of an impression in the beginning can become an eye-catching, amazing piece after years of polishing. I'm moved by how amazing something can be when someone pursues one thing to the fullest, and it makes me realize how immature I am and think, 'I have to work harder.'"

A place where freedom of working style and serious craftsmanship come together - What is the appeal of NOMURA?

Now that 10 years have passed since he joined the company, he talks about his feelings about NOMURA

Yoshida: "We have a lot of free-spirited, individualistic employees, and while there are rules and responsibilities, the freedom to work however you like. Designers also have firm decision-making power, and I like the fact that we can work seriously on our products.

However, I personally don't rely on the company's name, and I work with the desire to be able to make a living using my own skills at any time. I think that a company will be stronger if there are more employees who work with that kind of mindset."

While feeling attached to NOMURA, Yoshida is conscious of wanting to have an independent career. He describes the atmosphere at the company as follows:

Yoshida: "When concept design, people tend to think about it first, then create concept design, but we have many designers who say, 'Draw first, think while you use your hands,' and they had a big influence on me when I first joined the company. So I think active people and people who are quick on their feet are a good fit for our company."

Yoshida also reflects on his own future prospects.

Yoshida: "I think that my current self is an extension of what I've done up until now, so I think that if I continue to do my best in the projects in front of me, new paths will open up in the future. When I look at the works of other great creators out there, I sometimes feel frustrated at my own shortcomings, but I think there's meaning in continuing to create without giving up even in those situations."

Yoshida is a calm yet passionate individual who tackles each and every project. He will continue to hone his own sensibilities while being inspired by those around him, and to continue creating wonderful spatial experiences.

*The information provided is current as of June 2024.