nomlog MEETS→
shape your imagination.
Creation of new business format stores and
work thinking

A dialogue series [nomlog MEETS→] NOMURA GROUP employees meet with experts who are active in various fields and explore the possibilities of future "spaces" and "experiences."

The theme of this year's event is "work to create a new business model." In April of this year, a planner specializing in branding and business development, who was in charge of planning and directing “namco TOKYO”, which opened in “Tokyu Kabukicho Tower”, which was born as a new landmark in Shinjuku Kabukicho, A conversation with a producer and planner who produces popular pop-up stores and events. What is the daily thinking technique that both of them talk about as they continue to challenge unseen experiences and value creation?

nomlog MEETS→
Mr. Sohei Yoshida (CEO/Producer, THE・STANDARD Co., Ltd.)

THE・ Co., Ltd., a pop-up store specialty production company that handles all areas from pop-up store and flagship store concept development, content and food development, space/construction design, PR and promotion, various application services, and operation. Established STANDARD in 2017. In addition, engaged in numerous communication productions such as PR for major food and drink brands, government agencies, movies, rental stores, experience events, hospitality space experience / catering design for international sports events.
https://t-standard.jp/

<Interviewer>
NOMURA Co., Ltd. Co., Ltd. Takahito Abe
Creative Division Contents Integration Center
NOMLAB 2nd Room Room Chief
(Concurrently) Planning Center, Planning Department 1, Room 1

NOMURA Co., Ltd. planner. Involved in the development of flagship bases for many companies, including new business format stores, corporate museums, and large-scale events. With strengths in strategy and planning that combine marketing and creative perspectives, he specializes in planning with imagination and implementation capabilities.
The motto is to make the likeness a wish (customer likeness is what consumers want).

* Content planning and photography: Mizuki Ogura (Business Produce Headquarters)
* Content planning and writing: Satoko Yokota (nomlog editorial department)

First introduce yourself to each other

Abe
I have been looking forward to speaking with you today. Thank you.

Mr.Yoshida
Thank you very much. We specialize in pop-up stores and flagship stores, and operate a one-stop business from planning to operation of spatial experiences. The area is quite wide, and the period is as short as 3 days, 10 months, 2 years, etc., depending on the content. One of our greatest strengths is that we can find the most suitable location according to the purpose and type of business requested by the store brand. For example, we receive many requests when clients who normally operate mainly on e-commerce sites open a store in a real space (offline) for the first time. We are proposing every day whether we should create an experience space and implement it with content.

In particular, we are working on locations throughout Japan, centering on the Omotesando and Shibuya areas, where demand is high. Networks and knowledge about finding places and real estate were naturally formed. Information on urban developments invested in by commercial facilities and real estate companies, information on the timing of brand launches for the first time in Japan, etc.

In response to the situation where large apparel stores are closing one after another, there is also the trend of the times that EC has become the main focus since before the corona, and in conjunction with the increase in "vacant stores" and changes in new purchasing behavior due to the influence of the corona, " We are receiving more and more requests such as "I want you to find a clue to a challenge that has not yet been seen and give it shape." There are many OMO/O2O-like jobs that match the circumstances of retail and shopping experiences that have changed with the times. It is difficult to express how to categorize the type of work, and it is difficult to introduce myself.

Mr. Abe, what kind of planner are you?

Abe
I was often told that the planners at NOMURA Co., Ltd. didn't know what they were doing. I am always aware of the question, "What kind of planner am I?" I am working on a variety of projects, from new store development and base development, promotion events to expos, centering on the two perspectives of client “creation of identity (branding)” and “system creation (business development)”. Especially these days, I have the impression that there are more and more opportunities for work that develops new business formats.

In response to the question, "What kind of planner?", I am personally conscious of my position as a combination of CX planner (creating experience value for users) and service designer (creating ways to earn money for clients). increase.

Mr.Yoshida
I see. Since we are both planners, let's enjoy the discussion about planners today.

Abe
thank you. First of all, I would like to introduce myself and show you around "namco TOKYO" where we produced the total planning, design and construction.

Two people visit "namco TOKYO"

Photo: Kosuke Akikura

Abe
This was opened in conjunction with the opening of Tokyu Kabukicho Tower in April. The concept of Tokyu Kabukicho Tower is to "master your love." It is a conceptual complex commercial development that can only exist in Kabukicho, a large amusement park filled with entertainment-centered services without offices or retail tenants. As "namco TOKYO" moved into such a building, a new type of business was required that would draw a clear line from conventional game arcades.

While analyzing the area of Kabukicho and the services of game arcades, we came up with an opportunity for the "margins of nightlife" where the city of Kabukicho was not fully captured. I'm not in the mood to go to another bar after the first bar, but I'm not in the mood to go to karaoke and sing, or go to a club and get out of the way. The new style of ``adult game arcades'' might be a good fit for the unsatisfactory feeling that the younger generation felt vaguely. I made such a hypothesis.

Based on that hypothesis, we proceeded with planning considerations, and finally arrived at the namco TOKYO concept of "Asobel, Nomel, and Tsunagareru." Game arcades have the power to make spending time with someone more enjoyable, and have the power to deepen connections. By further emphasizing this as a core competence and combining it with new values such as alcoholic beverages and live events, we have realized a large amusement complex with a feeling of a night out. With Asobel as the axis, we are offering more Nome, more friendly Tsunagareru, such value in the middle of Kabukicho.

 

In terms of space and content creation, after learning from the other party the manners unique to the game arcade industry, we literally continued knocking on 100 projects. In that process, after careful consideration of things like fun, namco-ness, and practicality, we were able to bring our limited ideas to fruition.

One of them is the gashapon circle at this entrance. In a typical store, the entrance space would be a display window that can be considered a "decoration" as the face of the store, but if there is even a small amount of floor space, it is normal for game arcades to put game consoles. Especially in a prime location in Kabukicho, not even one square meter of floor space can be wasted here.

Photo: Kosuke Akikura

The idea of using "gashapon" as a shop window was a breakthrough for such a problem. It is a creative jump to build an entrance gate with outstanding impact by stacking gashapon as much as possible.

Gashapon specialty stores have proven that the more gashapons you stack, the more impact the space will have, and the more you stack them, the more the sales will increase. Our designer and production director thoroughly examined the design and safety aspects of stacking them, and as a result, we realized an entrance gate that symbolizes namco TOKYO, with 250 gashapons stacked.

There are many other contents, so please try it.

Mr.Yoshida
Thank you for your information. It's a new type of "only one store" that is often requested by our company THE・STANDARD, isn't it? It fits the place called Kabukicho. There is also a tourist's point of view, and there is also a Shinjuku-like waigaya feeling ... I feel that it is the "Reiwa's Asobiba" that will become the face of Shinjuku, which was not possible. This may be the case for the entire building, but I think it expresses the idea that "things that weren't likely to be found anywhere else blended in well and became one." After arriving here, as I climbed up the escalator at the museum, I felt that I had created a new Tokyo attraction that I would want to bring my foreign friends to.

Also, I was curious about the neon sign inside "namco TOKYO". I was delusional as I watched, wondering what the intent and meaning of each word (copy) was.

Photo: Kosuke Akikura

Abe
Together with the client, I used loose words that tickled the sensitivity of young children, and explored "where is the point that creates empathy?" There's a reason why neon designs are so popular these days, but before that, my intention was to extend the context of Kabukicho to the arcade.

With "Neo-Tokyo" as the concept for the spatial design, we pursued not only the reproduction of the neon lights of Kabukicho, but also the reinterpretation of the city pop as a modern version. .

Mr.Yoshida
Gashapon at the entrance is also really luxurious.

Abe
In a world where sales can fluctuate greatly depending on how many cabinets can be placed in a space, the layout verification of gashapon and crane games was conducted in close communication with the other party.
Also, after the opening, the style of "Nomeru Game Center" has received a good response as planned.

Mr.Yoshida
Sounds good. I was just thinking, "What should I do in that space to make it interesting?" If it is this place, it seems that the content that will be the most hit can be created. We also heard that it will be included as a pop-up, so we would like to propose brands and content that we can match.

Abe
I'm really looking forward to Mr. Yoshida's plan!

Power required for planners in new business format projects

Mr.Yoshida
Since about 15 years ago, there has been an increase in the number of projects where major companies have young teams plan new products/services and experience developing and implementing new business formats, thereby educating and discovering new values. Moreover, I have been involved in about 20 to 30 projects in the past. I heard that Mr. Abe is doing the same work as Mr. Bandai Namco, but what kind of title did you enter? You shouldn't be a planner.

Abe
One of my roles is to be a "planner", and since the planning would be biased if it was done only within the company, there was an expectation that I would like to bring in new blood. The other is the "facilitator" who drives the place. We conducted a half-year program of coaching and workshops, focusing on the young employees of the company, to give shape to new businesses based on the idea of backcasting with insight into the future.

Held every other week for 3 hours each time. In the first hour, we input an effective framework for business development, and then in the next two hours, we do group work. I went around the meeting for half a year. Because they are a company with strengths in the entertainment market, we broadened our horizons to include new market development and new product development, and eventually established three new businesses in our business plan.

Mr.Yoshida
After all, it was the position of "Facilitator"! Since around the year 2000, I've been receiving requests mainly for the role of planner, but in fact, about 10 years ago, I've been receiving more and more requests to be a facilitator. It seems that young people are gradually expected to take over the work of putting out a lot of projects and realizing them, and we are expected to revitalize them. I thought that such work will increase in the future, and that it will become a quality required of planners in the future.

In particular, major manufacturers have launched new business development projects such as product development, promotion, store creation, and crowdfunding for Generation Z. Do you think it will?” and “Do you really think you will be able to sell continuously?”

Ultimately, at our company THE・STANDARD, we often receive requests to create stores such as pop-up stores and flagship stores. It feels like I'm thinking about it while introducing various examples.

Ability to implement what was planned out of fantasy/realization rather than sympathy

Abe
From the point of view of creating a new business format, it is important to "implement" it properly on the ground from the "fantasy" on the desktop. In order to create a business format that can survive in Kabukicho 1-chome No. 1, that is, to create the value required in Kabukicho, how can we grasp the target needs with the other party and focus on the ideal business format? , I was also conscious of giving a comfortable boost to such a destination.

Mr.Yoshida
Such encouragement is also an important role of the facilitator.

Abe
Consensus building is very important because it is a project with the client. To that end, an objective analysis and planning approach is of course indispensable, but it is more important than anything else to get a subjective feeling after that and to be able to feel that the new business format is “liked”. Rather than "empathy", it's no longer "feeling". Both myself and the client themselves feel strongly that they want this type of business, and that it has transcended personal bias and has become something that they want as “human instinct”. business is strong. As a means to reach that point, I actively went to various case studies with the client and thoroughly discussed the "points" that I thought were good and bad.

Creating a “good sense of incongruity” in the city / The power of the place becomes a strength

Abe
By the way, at NOMURA Co., Ltd., there are many projects where the location is decided, "Please create a space on this site and in this area." It is suggested from the stage such as. I thought you would have the strength to do that.

Mr.Yoshida
Well, that's something that the brand you request will praise you for. Actually, about eight years ago, I lost a proposal related to the opening of a store for a certain food brand because of the location and appearance value of the venue. With that as an opportunity, I have expanded my own network and knowledge, and I am sparring with "venue proposals" every day with the thought that I will never be defeated in "venue proposals". 

Abe
Speaking of places, I always think of creating a “good sense of incongruity” by bringing a foreign object to a place like a gap in an unused city. I often feel that this perspective of “good discomfort” is something we should cherish. Pop-up stores have the effect of “coloring the city” in a good way.

Mr.Yoshida
Certainly, this is especially true in Shibuya and Omotesando. For example, when I talk about urban development, I often get asked, "This building has been vacant for two years after it was demolished. What type of store business would suit this place?" There is also a ripple effect in the area by opening pop-up stores and flagship stores.

On the other hand, depending on the purpose of opening a store, there are also points of view that need to consider the surroundings, as people are sometimes told not to form lines due to the corona crisis. If the order is “I want to sell my company’s products, gather people, and liven up the town,” I might deliberately create a lively and lively state and require a reservation for participation, or “quietly just sell the product.” Requests for so-called "showrooming stores" are increasing, such as "I want to show and experience" and "I want to take reservations and EC purchases without keeping inventory". First of all, I often face the client and make a proposal while drawing out their opinions.

I would like to introduce one example of actual achievements, but it is a pop-up stand by Maxell Izumi, a shaving maker. It is a well-established brand that offers high-quality shavers with excellent functions and is reasonably priced. Its target audience is young people in their 20s and college students. Anyway, the order was to create an opportunity for young people to pick up the product and know the goodness of the product.

We were consulted by the PR company that undertook this project, and were asked, "Can you make a pop-up stand with shaved ice and shaved ice? What do you think?" , this will go well."

Because I knew the "place" for this pop-up stand. Due to the characteristics of this place (in the back of Shibuya Center Gai), there are many restaurants and many people are walking around wanting something to eat. I thought that "shaved ice is free" would be a killer word. Everyone, you've never eaten shaved ice for free in your life! ? smile

Planning: Mr. Hiroaki Korechika, Steve Asterisk Co., Ltd.

Not only men but also couples can visit, and I thought that women could enjoy it. We planned a "shaved ice" decorated with mustache-shaped jelly and a wall where people could write, and the result was a great success. Since you are eating shaved ice for free, you can't refuse if you are offered a shaving experience.

Original shaved ice topped with mustache-shaped jelly

It's not funny if it doesn't make sense, it's meaningless if it's not funny

Abe
This achievement is rude, but it's very "stupid" and wonderful. After facing the client's issues honestly, there is a creative jump in the solution beyond that. It's cleverly planned and implemented by combining shaving and shaved ice.

By the way, I have a personal theory that "stupid and logical planning is strong", and at first glance, what is this! I think that objective analysis and core logic exist behind the silly project that makes you feel strongly uncomfortable, and it will be a very strong project for both clients and users.

To give an example of our achievements, there is the "Human UFO Catcher" that we planned for a game company's event. This was a UFO catcher implemented as an extra-large human UFO catcher about 5m square, and a gigantic UFO catcher suddenly appeared in the middle of Akihabara, and everyone was playing in the vortex of topic. However, I think this is a successful project because of the client. As a pioneer of the UFO catcher, a company that has always taken on reckless challenges, it is precisely because of its fundamental corporate value that ``Human UFO Catcher'' was able to become a stupid and logical project, and a strong one that creates sympathy for users. I believe that we have succeeded in creating content.

Yoshida-san, which comes first, stupid or logic? I said idiot too much, so let's change it to the word "unexpectedness" (laughs)

Mr.Yoshida
I repeat my logic every day in order to drop it as a matter of course, so on the contrary, I may be conscious of stupid things.

Abe
Certainly, there is logic as a premise, but it would be boring if it ended with that. On the other hand, I always think that it is important to have the perspective of "How can you jump beyond logic?" If there is no meaning or logic in the background, it is not interesting, but if it is not interesting in the first place, there is no point in doing it (value does not reach users), and I am always aware of both.

What is the secret to creating a new business style?

Abe
Having talked so far, what is the secret that you cherish in the work of creating new business models with each other?

Mr.Yoshida
First of all, I think it's "immediate response ability". I am conscious of how quickly I can respond to people I meet for the first time. I can't give you a straight answer because I'm not sure. In a sense, clients often say unreasonable things. "Can you do this?" "Will this attract customers?" It may be good that the feeling is almost the same as a result.

What about "being honest"? Be honest when things go wrong. When things don't work out, I say, "You should quit" or "It's not going well." That's why I say a lot of rude things. But I feel that it often leads to trust when praised later. Ultimately, we are in charge of the operation and execution of the site, so for us, it is all about whether the client's purpose has been fulfilled, and the reaction and results of the customer who experiences and purchases. I can't even make excuses, so I try to clearly state "good" and "bad" before I start.

Abe
Indeed, it is a point of view that is precisely because it is directly operated. What I cherish is "ultra-subjective and super-objective". We go back and forth between these two to implement the plan. Super subjective is the point of view that we have reached the point where we can instinctively think that this is something that leads to the aforementioned “real feeling”. Super-objective is a perspective that takes an oblique view and eliminates bias as much as possible and analyzes with a calm eye. I believe that when you find a creative jump after making many round trips between the two, who have such a tsundere-like relationship, it will become a strong business format that can only be achieved by the client.

Through the conversation with Mr. Yoshida, I felt a greater sense of the potential of “location,” which is one of the cornerstones of business development. People, culture, history, urban structure, rent... such various elements are stocked independently in terms of the composition of the place, and we plan and implement it by combining it with the "place" according to the project. I once again realized the strength of the chemical reaction (the strength of the good sense of incongruity) when an attractive project is combined with an attractive place.

The real thrill of business development is being able to fantasize from 0 to 1 what only the company can do in that era, and to implement it from 1 to 10. From the real "place" on the stage, more and more unknowns can be created! "It was a time that made me feel so positive." thank you very much!