"HAREMACHI TOKKU 356", space for customers to experience the manufacturing industry in Okayama.

AEON Mall Okayama opened in December, 2014, celebrated as the largest AEON Mall in Western Japan, and for being directly connected to the Okayama station. At the same time, a select shop,”HAREMACHI TOKKU 356,” which represents the manufacturing industry in Okayama, also opened. The store sells products from about 100 small, local brands, and holds a workshop space to allow customers to experience the manufacturing industry in Okayama through encounters with the craftsmen and their products.

Loftwork Inc. provided support in creating its concept. Carrying Okayama residents’ hope, this project, a part of large-scale urban development, which would eventually become the face of Okayama, was a new challenge for Loftwork Inc. What did AEON MALL CO., Ltd. expect from Loftwork Inc.? We asked Mr. Daisaku Takasuga of Development Design Group in Planning and Development Division at AEON MALL Co., Ltd.

Moriuchi, Loftwork: Please tell me how the project started.

Takasuga, AEON MALL: The plan formulated by the local company that was supposed to be in charge of the urban development was nulled, and a new competition was held in July, 2011. Considering the lure of Okayama as a city, it was an extremely attractive market and location. We could not miss this opportunity and decided to participate in the competition.

What we learned from our market research was that everyone had high opinions about Okayama as a city, and was proud of the “sunny country, Okayama,” but something was lacking. We repeatedly heard that in addition to increasing product availability such that residents do not have to travel all the way to Osaka or Kobe to shop, they also wanted to develop unique products of Okayama, and a “gathering place” that could become the face of the city. To this end, we aimed to create AEON Mall Okayama as a symbol that the locals could love and be proud of, and is more than just a commercial facility but could also serve as a gathering place for the people. This project was about a zone created in an area on the 5th floor.

Moriuchi, Loftwork: How did you meet Loftwork Inc.?

Takasuga, AEON MALL: Now, customers can do many things on their own, like on their smartphones. We were feeling limitations in simply presenting existing or manufactured items to the customers. Rather than there being a provider and a recipient, or someone who proposes ideas and those who seek them, we think now is the time to collaboratively create things. However, without a partner to enjoy thinking about it or create it together, we, as a developer, cannot make it happen.

When we began thinking about creating something with the customers or have them experience a certain level of creativity, we learned about a company doing “FabCafe“, a novel undertaking, where people can create something on the spot. Loftwork Inc. has a vast network of creators and is involved in Setouchi Triennale, and a project to redesign signature products of various regions called “Roooots“. As such, we looked to their expertise in planning various aspects of our project, including the design.

Kashiwagi, Loftwork: Normally, we begin with a concrete goal in sight, however, when we got the project, we were only given the keyword,”manufacturing,”and there were no specific ideas about the output. Rather than just us proposing ideas, it was more like developing them together. In that sense, this was a great challenge for Loftwork Inc. as well.

Takasuga, AEON MALL: When we only had a vague vision and couldn’t quite come up with the next step, I remember looking at the city of Okayama and talking to Mr.Suwa, a representative from Loftwork Inc., “whatever we can do, and whatever we seek, let’s first try them together until we can put a victory flag on the mountain. Then eventually, our roles will become clear.”

Kashiwagi, Loftwork: The project started by carrying on the baton from Suwa, who had visited Okayama, however, the only thing we had was Suwa’s idea to establish a manufacturing zone, “Okayama-ku”. In spite of that, we were able to proceed because of Loftwork Inc.’s interest in the project, and the great passion of the members.

Takasuga, AEON MALL: That’s right. A group of very interesting members including, Loftwork Inc., who always looks to do interesting things, local companies, and Mr.　 Takeda (AEON Mall Okayama), who was highly interested in manufacturing, gave us a sense of confidence, without any basis. As the power of a team comes to heavily influence the subsequent processes, the fact that we could think this way became a great motivational force.

Moriuchi, Loftwork: Nonetheless, nothing can be accomplished without a concept. By facilitating an opportunity for the next step, what lies ahead should become clear. Therefore, we decided to propose, albeit without a clear vision of the goal, what seemed interesting from an outsider’s perspective. The final output was the formulation of the concept and structure of a manufacturing zone.

In order to solidify a concept, we visited various places in Okayama, organized what we found, obtained information from local companies, listened to Mr. Takeda, who has much love for Okayama and finished it in about 3 and a half months.

The concept we proposed was “Make! in Okayama“.

Through the fieldwork, we felt that while there are plenty of amazing materials, products, and traditions for manufacturing in Okayama, many people in Okayama are reserved and not confident about what they have. Perhaps the next point is also applicable to other regional cities in Japan. The opportunities are not that abundant for an ordinary person to encounter, or revisit, “special things” of the region, within one’s streamlined or optimized lifestyle.

The concept was made clear when the wishes of the people were highlighted during our discussions. People are hoping that the space AEON Mall is creating through this project to not just be a showcase, but a special place that can accommodate Okayama residents, who come to shop for everyday things, to “garner interest“, “to be involved in creating something together“, and “like Okayama more than before“.

In any project, it is important to be able to imagine a “change” by verbalizing the concept.

Takasuga, AEON MALL: “Make! in” instead of “Made in.” Making things that are manufactured in Okayama with the customers on the spot. Without the process to solidify this idea, the term, manufacturing zone, would have been insubstantial. Moreover, our ideas would have lacked unity, and it would have been difficult to see what exactly we wanted to do.

Moriuchi, Loftwork: There are many amazing manufacturing materials, techniques, and stories in Japanese localities, and passionate local residents who love them. This was an important challenge for Loftwork Inc. to listen to their voices, and help spread the value of manufacturing using our creative skills. This project reminded us of that fact, and we ended up learning greatly from this experience.

Open soon: HANPU！OKAYAMA PROJECT

Originated in the manufacturing country, Okayama, a co-creation project to discover a new value of canvas, “HANPU! OKAYAMA PROJECT -Designing canvas from Okayama with creators-“. A sample article is currently being written.

Project site: http://haremachi.com/hanpu/