Creating moments where feelings are conveyed—a planner's challenge to weave stories into space and move the hearts of visitors.

Kohei Hirota joined the company in 2017 and began his career as a planner. He has supported numerous projects as a planner in settings that require a multifaceted perspective, such as corporate museums and international expositions. He talks about the essence of creating spaces that move the hearts of visitors, which he discovered through coordination, and his determination for the next stage.

Be moved by the passion and challenge DNA behind the technology.

Hirota, who belongs to the Planning & Production Center of the Creative Division, is currently in charge of project advancement as a Room Chief. One of the projects she is working on is the basic plan for a new museum to be established within the headquarters of a major domestic technology company.

Hirota: "Our aim is not simply to displays the latest technology, but to create a space where working people and children can interact with technology and have their own inner creativity and curiosity stimulated."

We want this to be a place where people can connect with the DNA of passion and challenge, and be inspired to think about what they too can do for society. We carefully unearth the "human thoughts" behind the technology—the decisions and challenges of the developers—and re-edit them into displays and experiences that everyone can relate to, regardless of their expertise. And by giving them "shape" as a physical space, we aim to create a place that deeply resonates with visitors."

In this process, what Hirota pays the most attention to is matching the "pace" of the conversation with the customer.

Hirota: "Instead of using technical jargon, we choose language that is easy for our clients to understand, and we make sure to share a sense of progress by explaining what stage the project is at and what has been accomplished. Every time, we start by carefully reviewing the previous meeting, breaking things down into smaller steps to make the progress visible."

Furthermore, the ongoing renovation of the training facility for healthcare professionals requires a high level of expertise. This involves not only organizing the necessary functions of the facility, but also designing a wide range of functions, from displays the company's history to providing lectures on home healthcare.

Hirota: "We aim to understand our clients' needs and create a facility that contributes to patient safety and the advancement of medicine, not just for medical training. We want it to be a place for valuable communication with diverse stakeholders and to generate new business opportunities. To that end, I spend my days reading through vast amounts of material, striving to understand unfamiliar medical terminology and the context of the industry."

"How can you get someone who dislikes Asian food to eat it?" The interesting aspects of the job revealed through this entrance exam question.

During his university years, Hirota majored in media sociology and was passionate about competitions in the advertising research club. Initially, he aspired to work for an advertising agency. However, during a job interview, he received a crucial observation from the interviewer: "You are the type of person who takes time to think things through, which is somewhat different from the personality required in the advertising industry, where quick thinking is essential."

Hirota: "To be honest, I had a feeling about it myself. So when I heard that my personality didn't fit into that industry, I accepted it at face value."

Later, a friend told me that there were many people with similar ways of thinking in the display industry, including NOMURA Co.,Ltd.

Hirota: "When I visited NOMURA Co.,Ltd., I was instantly captivated by the way the senior planner who was speaking there spoke. I found his personality interesting, and I felt that his attitude of genuinely loving his customers while working was a charm that you don't often see at other companies."

The entrance exam for NOMURA Co.,Ltd. also stimulated Hirota's intellectual curiosity.

Hirota: "The question they posed, 'How can you get someone who dislikes Asian food to try even one bite?' was unique. My answer wasn't simply about persuading them with the taste, but rather presented a logic that unravels the connection to what they usually like. Through the sharp questions they asked about my answer and the presentation of my plan within a limited time, I got a real feel for the enjoyment and challenges of the actual work, realizing, 'This is what they do every day,' and that's when I decided to join the company."

Hirota, who joined the company in 2017 and was assigned to the department in charge of corporate museums, quickly faced a harsh reality.

Hirota: "It's not just about coming up with ideas and words; you have to take a multifaceted approach to things, including graphics, video, and the overall spatial design, and then bring them to life. At first, just keeping up with the conversations was a challenge. I made sure to grasp the big picture and not miss what the clients wanted to convey and what would resonate with visitors. That's how I've been working tirelessly since joining the company."

The serious questions that arose after the experience, and the value of this job that I felt in the children's reactions.

▲Panasonic Group Pavilion "NOMO Country" at the 2025 Japan International Exposition

A major turning point for Hirota was the Panasonic Group Pavilion "NOMO Country" project for the 2025 Japan International Exposition. This pavilion was based on the concept of drawing out children's potential through experiences, and Hirota took on a hub role, handling the concretization of the experiential content, schedule management, and acting as a liaison with external creators.

In this massive project, Hirota deliberately imposed a tough role upon himself: "I don't care if I'm disliked, I'll clearly state what needs to be said." With a fixed date for the event, the schedule was always tight.

Hirota: "Even if it was a request from a customer or someone involved, if I judged that it would detract from the interesting aspects of the space or would not be beneficial to visitors, I had the courage to firmly refuse, saying, 'That would be difficult,' from a feasibility standpoint. I believed that my role was to continue to guarantee the quality of the projects."

This was also a way of acting as a "breakwater" to maximize the knowledge and expertise of talented external creators and produce the best possible output.

Hirota: "When working with creators, I focused on creating an environment where everyone involved in the project could function comfortably, by deeply understanding them and adjusting my approach accordingly, while simultaneously subtly conveying the essential feelings that the client couldn't compromise on."

During the six-month period the event was held, one scene left a deep impression on Hirota's mind: children intently examining displays in the newly established "children's-only section," created through innovative operational measures, and contemplating something with their fresh sensibilities.

Hirota: "I witnessed a moment when a child seriously asked the teacher about their experience, 'This is what I think, but what do you think, teacher?' The children took it much more seriously than adults could have imagined. I truly felt that what we were doing was worthwhile and meaningful."

I want to create moments where my feelings reach someone. I want to share the joy of creating a space with my juniors.

Hirota, who was promoted to Room Chief in 2025, still bears deep recollection of the words a senior colleague told her: "If you can't sell big-picture ideas, you'll have no future as a planner."

Hirota: "Until now, I've stuck to a style of working hands-on and supporting the front lines on the ground, but from now on, I want to have a higher perspective and become someone who can propose attractive 'frameworks' for projects themselves. If I can do that, clients will approach the project with great expectations. Also, even if I don't have to do everything myself, my juniors will be able to fully utilize that framework. I want to be able to create many such grand visions."

Hirota's goal of evolving from "planner to creative producer" is not something he can accomplish alone.

Hirota: "There are limits to my own imagination. That's why I value attracting specialists from various fields who can guide the project to heights I couldn't reach on my own, and building trust with them. My job is to ensure that designers feel confident that 'with the foundation Hirota has laid, we can focus on creating the best possible expression without hesitation,' and that they can freely unleash their talents. To that end, I continue to hone my skills in organizing the project's objectives and complex conditions better than anyone else, and clarifying the path forward."

Hirota describes NOMURA Co.,Ltd. Co., Ltd. as "a place where many people approach their work with unwavering sincerity."

Hirota: "What inspires me most is his unwavering genuine curiosity about concept design and communication, and his constant questioning of 'what can we do to make the world a better place?'"

Hirota has the following wish for the younger colleagues he will be working with in the future.

Hirota: "At the exhibition, I witnessed a scene where a child was asking a question to their teacher. It was a moment when the thoughts of the customers and planners reached the visitors through the creation of the space. I would be happy if I could share that scene with others. To see the words you spoke beautifully expressed by the hands of a designer and reach the visitors. I would be happy if my juniors could also experience that feeling of emotion."

Aiming for the moment when his feelings reach someone, Hirota continues to develop grand plans today to give shape to the potential of spaces yet to be seen.

* The information provided is current as of February 2026.