
Convenience is EC. Fun is real. with Yu Yamada ,Thinking about the Experience Value Unique to “Real Space”
2019/09/27- text and edit by
- Yuki Shimokuni
With the theme of "Possibilities of space creation now and in the future",
An interview project to interview various pioneers and challengers!
The first is Mr. Yu Yamada of Method Co., Ltd., who creates spaces from the buyer's perspective.
With the spread of the Internet, there are more and more opportunities for “places to obtain and buy information” to be seen through screens rather than in real places. In particular, I think it was a big change that the purchase of products came to be done on EC.
When you say, "I can shop online," will I no longer need to create a space?
What will be required of the space of the future? As an opportunity to think about
I would like to think about it while listening to the stories of people who make a living through space.
As the first step of this project, interior lifestyle exhibition, atrium special project
"The Corner Shop – How to make a market-" (July 17th (Wednesday) to 19th (Friday), 2019 at Tokyo Big Sight)
I would like to ask Mr. Yu Yamada of method who directed it.
In front of the interior lifestyle exhibition atrium special project "The Corner Shop – How to make a market-". Right: Yu Yamada (method) Left: Shimokuni (NOMURA Co., Ltd.)
Shimoguni
This is Shimoguni. Thank you for your time today!
First of all, please tell us about your work as a freelance buyer, Yu Yamada.
Yamada
It's been 12 years since the founding of method, which I represent, and I'd like to talk about its origins.
I was in charge of the buyer who selects and purchases the products to be sold at the store. When I turned 30, I tried to become independent, but at that time, I thought I could design and make cameras. , there is no "job in hand".
For about three years, I was thinking about how I could work independently while being involved with society.
As a result, I chose a job as a hired buyer based on the experience that I have confidence in "choosing things" and "selling things".
Shimoguni
For those who know Yu for the first time, can you tell us a little more about the corporate philosophy of "method"?
Yamada
method is a lubricating oil for things in every field. I want to be that kind of person.
Yu Yamada method inc. www.wearemethod.com
After working as a buyer for IDEE SHOP in Minami Aoyama, he launched method in 2007 and started working as a freelance buyer.
Currently CEO of Method Co., Ltd. 2014 Released from Seibundo Shinkosha, "Method of shop success that sells with design and sense".
Lubricant for things in every field. I want to be like that
Shimoguni
You describe your role as a "lubricant".
Both “planners” and “buyers” create something on their own
It's hard to explain in a few words because it's not exactly a "hand job".
What kind of lubricating oil was used at this interior lifestyle exhibition?
how not to be stiff
It is not a conventional exhibition, but an ideal one that you desire.
provoke communication
Like a street corner shop.
Yamada
I believe that exhibitions are places of encounters.
For example, a buyer at a shop that I worked with in the past, a manufacturer who is an exhibitor at an exhibition, etc.
A place where you can meet up with acquaintances you don't keep in touch with often.
I think this is the kind of place not only for me, who directs this place, but also for manufacturers, exhibitors, and everyone involved.
So, I gave direction while thinking about how to make the place less formal.
Exhibitors standing for more than 8 hours wearing suits... Visitors who can't get catalogs without exchanging business cards...
At The Corner Shop, as a special exhibition in the atrium where visitors and exhibitors cross the most,
I wanted to change it to the form I wanted, not that kind of conventional exhibition.
Yuki Shimokuni NOMURA Co., Ltd. Co., Ltd.
After working as a manager of tea specialty stores around the world, he moved to NOMURA Co., Ltd.. From corporate museums and showroom planning,
Currently, he is in charge of directing public museums nationwide and local revitalization branding.
In 2014, he won the Good Design Award for his food and oral care showroom cafe "Kamulier".
From B to B to B to C. The exhibition is now in a transitional period.
Shimoguni
Mr. Yu is a special project producer at the atrium, which is the centerpiece of the exhibition.
There is also a special shop (CORNER SHOP) by method at the entrance.
(CORNER SHOP) Please tell us the concept of by method.You can actually purchase exhibition products and original products (CORNER SHOP) by method. Yu Yamada was the shopkeeper.
Yamada
This shop is a place where you can see the digest of the exhibitors.
Overseas, when I go to interior exhibitions such as Maison & Objet, there is a digest of the display.
(CORNER SHOP) by method expresses this in the form of a "shop."
Shimoguni
Usually trade shows don't buy and sell goods, but it's nice to have a shop where you can buy.
There are no rules against buying and selling at exhibition halls.
Why didn't you do it?
Yamada
I think the exhibition is in transition.
As can be said for exhibitions in general, recently we often see a shift from BtoB for the industry to BtoC for general customers.
The exhibition held in Tennozu is said to be open on Saturdays in a market style so that general customers can come.
With that trend in mind, I took on the challenge of selling products directly to customers at BtoC, or rather, exhibitions.
The main street that crosses the venue of THE CORNER SHOP. The center has chairs and tables, creating an airy space for open communication.
Shimoguni
So, is the concept here communication?
Yamada
I agree.
As a director myself, there are three main things I did in this atrium.
Three things Yu Yamada was particular about at the Interior Lifestyle Exhibition.
1. Stay at the venue and connect people like a concierge
We are conscious of welcoming customers and related parties and acting like a concierge.
To connect buyers, exhibitors, designers, press people, all stakeholders.
2. Guaranteeing the quality of exhibitors
As a buyer, I want to raise the quality of exhibitors so that visitors will say, "The quality is high."
Especially since the atrium is seen by many visitors, the products and exhibitors who exhibit here are
Since last year, I've been asking people, "Would you like to go to the atrium?"
Thanks to you, I was blessed with exhibitors who didn't have to work so hard this year.
A selection of carefully selected items by Yu Yamada. Each product has its own story.
3. Designing the shape of the booth with a focus on customer traffic lines
The size of the booth is changed from the standard of general exhibitions.
Shimoguni
picture! ? what do you mean.
Applied store design perspective to exhibition direction
A "quiet revolution" of changing the booth size.
Yamada
The frontage of each booth is widened and the depth is narrowed.
The minimum unit for exhibitions is generally 3m x 3m, but this time we made it 4.2m x 2.1m.
Since the booth is configured by combining these standards, there is no back side anywhere.
Shimoguni
It's a composition that doesn't have a back.
There is no inequality in the position to exhibit!
Every exhibitor booth has a front facing the visitors. It's exactly the "store layout"!A U-shaped booth measuring 4.2m x 2.1m.
Shimoguni
Visitors don't have to go all the way to the back of the booth, just look at the products lined up in front.
It's easy to see, and each booth feels spacious.
Is this kind of idea from the experience of creating a store that considers the flow line of the store?
Yamada
yes. My base is the work of making a store.
We have been particular about store design, such as considering the configuration of store fixtures with customer flow lines in mind.
That experience is also useful in directing exhibitions. This type of fixture configuration is common in mass retailers.
This type of fixture configuration is common in mass retailers.
create a satisfying environment for all
Make new attempts successful and connect to the future.
Shimoguni
Reforming from the exhibition booth standard of 3m square...
Yamada
I agree.
I myself have always felt uncomfortable with exhibition booths that are 3m square.
It's hard to get into the back, and the halfway size is stressful. It should be easier to enter if you widen the frontage a little more.
When creating a store, we thoroughly consider "easy shopping" and design the flow line.
Based on that idea, I thought about and implemented the composition of the booth for the entire exhibition.
The higher the customer satisfaction, the higher the client satisfaction.
In this way, I believe that creating a situation in which everyone is highly satisfied is the way to succeed in new endeavors and connect them to the future.
The table and chairs I used for this interview are made of cardboard. Light and simple!
If we don't try new things,
The physical store sales floor will be eliminated by EC.
Shimoguni
It's a new attempt.
Yamada
I agree. If we don't try new things like that, I think that physical store sales floors will be eliminated by EC.
We want to make the in-store experience great.
Convenience is EC. But the fun is definitely the experience in the real space
Shimoguni
EC has become common, but in the future, such as physical stores and exhibitions,
What do you think about the unique value of real space?
Yamada
I don't think stores can beat EC in terms of convenience.
But I think that fun is definitely real.
Not only the shop, but also the cafe stand has an original menu. Craft cola on the left. The bottle on the right is bottled coffee.
Yu Yamada is also involved in a lot of food and drink branding, so the cafe menu is absolutely delicious!
Two people who originally liked tea and had something in common. We had a blast talking about the recipe for homemade cola.
Shimoguni
The goodness of a physical store lies in the experience.
Whether it's a display that changes with the seasons or an unexpected encounter with a staff member who gets along well with you, the experience, whether good or bad, will lead to a level of satisfaction.
Mr. Yamada, do you ever give advice to staff who serve customers as part of store production?
Yamada
Advice to customers is quite difficult.
To be honest, I think 70% of the satisfaction with the store space is influenced by the space design.
I'm not saying this for NOMURA Co., Ltd., who is creating the space (laughs).
A good experience cannot be created in a poor space.
70% of satisfaction with store space is influenced by space design.
Shimoguni:
It's a fresh perspective.
Does satisfaction in the space still affect purchases in this e-commerce trend?
Yamada
Since the hardware of the facility cannot be changed once it is made, I think it is necessary to make a good one in the first place.
A good experience cannot be created in a poor space.
Once a facility is built, it cannot be changed, so for example, the luxury of having a high ceiling
I think it's a valuable value that can't be added halfway after opening a store.
Big Sight has a ceiling height not found in exhibition halls in the city. Luxury, isn't it?
Shimoguni
As a planner of NOMURA Co., Ltd., I will do my best to continue creating good spaces.
By the way, what do you think about the space created by NOMURA Co., Ltd.?
Yamada
Rather than showcasing individuality, it is an image that is easy to use and has Japanese characteristics that the client can feel at ease.
Shimoguni
There is a background that the construction was completed after various circumstances, but there are many projects and genres that we have worked on, and it is difficult to give an all-encompassing example of "THE NOMURA Co., Ltd. 's masterpiece!" Our selling point is our overall ability to respond, so you may have that kind of impression.
I think that there are some projects that are not known because they are not widely advertised to the world that NOMURA Co., Ltd. worked on them.
We have a wide range from well-balanced to sharp.
(https://www.nomurakougei.co.jp/achievements/all)
This "nomlog" is a way to transmit the "as is" of NOMURA Co., Ltd. 's planners outside the company.
When I'm in the company, there are so many unique and strong people that I think, "I'm no match for you..."
I'm looking forward to getting to know you all.
(Photo by Hideki Sato)
The Corner Shop – How to make a market –
A corner shop on a street corner in England. The fixture layout, traffic lines, signs, POP, VMD, product display, and casual conversations with the owner and staff of a store that can be found on any street corner can be applied to actual stores and trade fairs. It's full of useful elements. An evolution of last year's "For Here or To Go?" The direction team led by Mr. Yu Yamada of method, who is a specialist not only in product buying but also in the store itself, will further update the ideal place for business negotiations for visitors by using the atrium as a single street corner and store. I tried to do it.
https://interiorlifestyle-tokyo.jp.messefrankfurt.com/tokyo/ja/programme-events.html
※please note
・The address of the website posted in this notice is the one at the time of creation of this page.
・The website address may be abolished or changed.
Please check yourself for the latest address.
Next time, about traditional culture and regional revitalization
We would like to continue our conversation with Yu Yamada.
looking forward to!
*Interior Lifestyle Exhibition Atrium Special Project "The Corner Shop – How to make a market-" has ended.
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