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.

Integrating 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 create spaces that are integrated with digital technologies such as technology and programming, combining them with experiential content and incorporating digital effects. We're involved in a wide range of projects across various scales and fields, including corporate museums, artwork, the 'SHIBUYA SKY' observation deck at Shibuya Scramble Square, and environmental design works that contribute to the vibrancy 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."

Among his various skills, Yoshida specializes in "computational concept design."

Yoshida: "Computational concept design is a method of generating concept design by programming the mechanism of concept design, solving complex conditions such as structure and function. It can be used to shorten the time compared to using human hands, and it can also create highly precise 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 make full use of computational concept design. At the same time, he is also participating in NOMLAB, the innovation laboratory of NOMURA Co.,Ltd. Group (scheduled for a site renewal in the fall of 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 (a group dedicated to implementing imaginative ideas)is Nomura Co., Ltd.'s creative team that, starting with a deep understanding of content, transforms exciting "imagination" into new experiential value and "implements" it in all kinds of spaces and in NOMURA Co.,Ltd.

"I want to be involved in manufacturing." This vague desire led me to take on the challenge and learn at NOMURA Co.,Ltd.

▲A photo taken in the reception room on the executive floor of NOMURA Co.,Ltd. Head Office building, which I worked on when I first joined the company.

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

Yoshida: "There was someone at my part-time job who was studying architecture in graduate school, and I happened to have the opportunity to see his portfolio. It contained many buildings with distinctive concept design that you don't see in ordinary buildings, such as pointed walls and slanted walls. I was impressed, thinking, 'Is it possible to create buildings with such freedom?' That experience was the catalyst for me to study architecture at university and graduate school."

Yoshida says he has always enjoyed working with computers. In graduate school, he studied computational concept design in a research lab specializing in architectural and urban systems.

Yoshida: "When I was job hunting, I actually hadn't decided exactly what I wanted to do. I applied to NOMURA Co.,Ltd., Ltd. because of a friend from my research lab. However, I had always felt that the world of displays, which has shorter timeframes than architecture and allows for decision-making by a small team, was more suitable for me, and I joined the company with a vague feeling that I simply wanted to be involved in manufacturing."

Yoshida says that he only began to appreciate the appeal of NOMURA Co.,Ltd. after joining the company.

Yoshida: "When I first joined the company, I struggled to keep up with my superiors' guidance, but I worked as hard as I could. What stands out most in my memory is the renovation project for the reception room on the executive floor of our company. It was a valuable experience that allowed me to think deeply about 'NOMURA Co.,Ltd.'."

Yoshida says that the project aimed to "integrate art and craftsmanship," following the example of the character "藝" (gei) in NOMURA Co.,Ltd. 's name. He says that deciding on the direction of the project was difficult because it was a major project for the company.

Yoshida: "Because it's a reception room where we invite a variety of customers, I had the opportunity to talk with people from various departments and positions, such as management, administration, and sales, and it was a great opportunity to learn about the diversity of NOMURA Co.,Ltd.."

Furthermore, these three years were incredibly valuable in terms of my work. I learned not only concept design techniques and quality, but also the fundamentals of work, such as how to conduct meetings, create documents, and 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: "Around this time, I started working with NOMLAB, and I was able to get involved in work where I could utilize computational concept design, which is my area of expertise."

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.

Furthermore, I'm also creative in how I present my proposals. While spatial concept design often involves using perspective drawings, I make an effort to use methods that make concept design and ideas easy to understand, such as creating videos for presentations."

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 flexible work styles and serious craftsmanship merge—the appeal of NOMURA Co.,Ltd.

Now, 10 years after joining the company, I'd like to share my thoughts on NOMURA Co.,Ltd.

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 an attachment to NOMURA Co.,Ltd., Yoshida is also conscious of pursuing an independent career. He describes the company's atmosphere as follows:

Yoshida: "People tend to think that when you concept design, you think it through in your head first and then create concept design. However, at our company, we have many designers who believe in 'drawing first, thinking as you go,' and I myself was greatly influenced by them when I first joined the company. So, I think that active people and those who are quick on their feet would be 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.