HERALBONY and NOMURA Co., Ltd. aim for a future where everyone can respect each other

The international art award "HERALBONY Art Prize" was established by HERALBONY, a creative company whose mission is "Unleash your unique style." The aim of this award is to recognize the talents of artists with disabilities from around the world and to create a wide range of opportunities for them to be active. NOMURA Co., Ltd. supports this aim and is a sponsor of the award as a SILVER SPONSOR. On the occasion of the exhibition of the award-winning works at the art exhibition "HERALBONY Art Prize 2024 Exhibition," a commemorative talk event was held on September 13th, sponsored by NOMURA Co., Ltd.

Talk session speakers

Takaya Matsuda (center of photo)
Co-CEO of Heralbony
After working as a planner at Orange and Partners, a planning company led by Kundo Koyama, he went independent. He named the company "Heralbony" after the mysterious word that his older brother Shota, who is four years older than him, wrote in elementary school. Together with his twin brother, Fumito Matsuda, he founded Heralbony. With the mission of "Let your uniqueness out," he is challenging himself to create a new culture with welfare as the starting point. He is the creative director of Heralbony. He lives in Tokyo. He is the younger twin brother. He was awarded the "CULTURE-PRENEURS 30" award, which is given to 30 cultural entrepreneurs selected by Forbes JAPAN. He is also a director of the NPO Neurodiversity. He has written "Let your uniqueness out - "Heralbony" will change the world through welfare and art."

Mari Matsumoto (right in photo)
Design Director, NOMURA Co., Ltd. Future Creation Research Institute

The HERALBONY Art Prize is an art award that highlights unique artists from around the world.

HERALBONY is a company that aims to change the perception of disabilities, centering on the IP business of art data drawn mainly by artists with intellectual disabilities. With the mission of "Unleash your unique style," the company develops art by contracted artists into a business in various forms.

NOMURA Co., Ltd. and HERALBONY have continued to work together as partners on various projects, including the concept rooms at the Hyatt Centric Ginza Tokyo and the decoration of the Tokaido Shinkansen Tokyo Station premises.

To commemorate the "HERALBONY Art Prize 2024 Exhibition," which will be held from August 10 to September 22, 2024 at the Earth Garden on the first floor of Sumitomo Mitsui Banking Corporation's East Building, a talk event was held on September 13th hosted by NOMURA Co., Ltd. Ltd., where Takaya Matsuda, Representative Director and Co-CEO of HERALBONY, and Mari Matsumoto of NOMURA Co., Ltd. 's Future Creation Research Institute took the stage to discuss the welfare, inclusion, and art that the two companies aim for.

HERALBONY Art Prize
https://artprize.heralbony.jp/

An art cruise was also held where the Heralbony staff introduced their works.

Based in Paris, taking on the world

Matsuda spoke online from HERALBONY EUROPE, a newly established subsidiary in Paris, France.

Heralbony Co-CEO Matsuda participated online from France

Matsuda:
I am currently at STATION F, the world's largest startup support center, where HERALBONY EUROPE is located. STATION F was built in a former train station and brings together 500 startup companies from France and 500 startup companies from around the world, with two companies from Japan being selected, including HERALBONY.

Founded seven years ago, Heralbony transforms the unusual into the possible, managing the IP (intellectual property) of artists with disabilities, ensuring that appropriate royalties are paid for their work and that it is in the hands of the artists.
In May of this year, HERALBONY was the first Japanese company to be selected as a finalist for the LVMH Innovation Award 2024. We hope to use this opportunity to take on the world. There are many places overseas where people with disabilities can work, but art is only valued within the art world. HERALBONY is trying to use IP (intellectual property rights) to spread the works of artists beyond the boundaries of art.

Working with NOMURA Co., Ltd. is about creating scenery

Matsuda:
We have contracts with 54 welfare facilities and 243 artists (as of January 2025) in Japan, and are supported by many artists. This time, we will be hosting the international art award "HERALBONY Art Prize 2024" for the first time, with 924 artists from 28 countries participating, 1973 works collected, and opportunities to connect with outstanding artists from all over the world. We hope to change the image of disabilities by releasing beautiful works into the world in a beautiful state.

"HERALBONY ART ROOM" in collaboration with Hyatt Centric Ginza Tokyo

Matsuda:
I think of our work with NOMURA Co., Ltd. as an effort to create a landscape. When people see this landscape, they are astonished and feel that it is beautiful, which can change people's values. HERALBONY's role is to ensure that everyone has the right to enjoy art. I think we can create a world where people with disabilities, those who raise people with disabilities, and all other people are empowered. I would be happy to do that together with NOMURA Co., Ltd..

NOMURA Co., Ltd. 's Inclusion & Art Initiative

At the venue, Matsumoto from NOMURA Co., Ltd. gave a talk about the Future Creation Institute's activities related to inclusion and art.

Matsumoto
I am currently in charge of the theme of inclusion and art at the Future Creation Research Institute of the Creative Headquarters. We are researching how diverse people can connect with society and the world through artistic experiences, encounter new values, and what spatial design can do to achieve this. The team consists of 27 people from various professions and departments, including designers, planners, and sales staff, and we are working on four projects.

[Four Inclusion & Art Projects]

●Nomura Sensory Friendly Project

We will create a new, safe and comfortable multi-purpose shared space for people who, for various reasons, are anxious about going out or experiencing new things.
*Sensory friendly means being gentle on the senses, and is an initiative to provide a comfortable, quiet and relaxing environment for people with particular sensitivity to sensory stimuli, small children and their families, elderly people and their caregivers, etc.

●Nomura Inclusive Design Package
We will create workshops where everyone can take part in the process of creating spaces and think about the nature of spaces together through dialogue using practical tools for inclusive design.

●Art Programs x Community
We will create a space for communication and a mechanism for interaction between diverse people through experience programs for art appreciation and creation.

●Spatial knowledge base for children and adults
We utilize our knowledge to create spaces where children and adults can feel safe, secure, and comfortable.

Creating a sensory-friendly space

Matsumoto
Today, I would like to introduce you to our Sensory Friendly Project in particular. Many people have challenges when going outside, not only due to physical disabilities, but also due to child-rearing and caregiving, such as being uncomfortable with loud noises, bright light, or being in crowds. Our mission is to provide a space where such people can go outside without having to give up due to their own characteristics or the need to care for their family, and this is the problem we want to solve.

At airports overseas, there are sensory rooms and calm down corners to help passengers calm down before boarding.

In Japan, Shiki Theatre Company theaters have parent-and-child viewing rooms, which serve as a temporary evacuation site for people who are unable to sit down and watch the show.

Shiki Theatre Company's Parent and Child Viewing Room

Our team investigates various cases, and rather than relying solely on our own design inspiration, we work to develop original items with the help of experts who act as project partners and provide a wide range of advice.

Introducing partners of the "Nomura Sensory Friendly Project" that delivers sensory-friendly spaces to various facilities and people | NOMURA Co., Ltd. Co., Ltd. (nomurakougei.co.jp)

Issues that have not yet been recognized by the public

Matsumoto
We conducted an online questionnaire survey with experts and received 360 responses. In questions about sensory characteristics, most people cited hypersensitivity to hearing, followed by hypersensitivity to vision and touch. There were also a few people who cited sensory paralysis. When asked about places they go to in their daily lives that they endure, and places they have given up on going to even though they need to, shopping centers came in first, followed by stations, airports, hospitals, and schools. In terms of leisure facilities, most were live music venues, concert venues, theme parks, and amusement parks, followed by cinemas, cafes, restaurants, zoos, and aquariums. We were able to form the hypothesis that such facilities require hospitality spaces such as sensory rooms and calm down corners.

Matsumoto
Based on these survey results, NOMURA Co., Ltd. Ltd. is working on initiatives such as setting up sensory rooms for events at sports facilities. To date, temporary sensory rooms have been set up at the National Stadium and other venues, and field tests have been conducted to see how users spend their time there. With each visit, the circle of empathy and understanding is expanding, and the company has even been asked to use the rooms at the final of the 2024-25 WE League Cup to be held this winter.

The "sensory room" installed at J.League Matsumoto Yamaga Football matches in July and August 2023

In fact, many people need this space.

Matsumoto
From our surveys and field trials, we initially positioned it as a space for people with sensory issues, but once it was completed, we realized it was actually a very friendly space for the elderly and people with physical disabilities as well. Being a friendly space for everyone, including mothers pushing strollers, pregnant women, and families with children, is in line with the idea of creating a symbiotic society in which everyone can participate.

New collaboration with Heralbony
"Sensory Friendly Bags"

Matsumoto
Although many people have issues going out, it is difficult to raise awareness of the need for sensory rooms, calm down corners, quiet corners, etc., and this has not spread. So one of our members came up with the idea of making a sensory bag. A sensory bag is a bag that contains items to care for the senses, such as earmuffs for soundproofing and toys to play with when you can't concentrate. In Europe and the United States, they are installed in stadiums such as ballparks and are lent to those who need them. Since this type of service has become standard overseas, we thought we would make a sensory bag in Japan as well and provide support in our own neighborhood.

However, I think that many welfare goods are difficult to use on a daily basis. We thought that we needed something that looked cool and stylish, so we consulted with HERALBONY and decided to work together. HERALBONY's art is prominently featured on the bag, and our designer designed the logo. We hope that by using this bag on a daily basis, people will become aware of the sensory hypersensitivity and difficulty going outside around them, and that they will be able to see their difficulties in a positive light.

Left) Sensory-Friendly Bag Right) Someone actually using the bag (tested at Tokyo Dome)

Matsumoto
Matsuda-san, how do you think we should expand this initiative in the future?

Matsuda:
I was very inspired by the way NOMURA Co., Ltd. designs not only the space but also the behavior of people. In order to expand this project, I think we must first create an opportunity to "ignite" it. With this logo mark, I think it can act as a speaker or amplifier and clearly communicate the meaning of sensory hypersensitivity. To that end, it is necessary to greatly increase the recognition of this logo mark. We would like to think about this project together.

Matsumoto
Thank you for your encouraging words. I feel like you gave me the push I needed.

Today, in one corner of the venue, we have an exhibit of items currently being developed by NOMURA Co., Ltd. 's Sensory Friendly Team, so please come and take a look. Thank you for your attention.

Items currently being developed by the Sensory Friendly team

Calm Down Booth

This is an idea for a multi-purpose booth that can be a safety net when you want to escape from the crowds and noise when you are out and about. By combining uneven panels to form a circle, you can create a calm down booth that anyone can use anywhere. It is useful for treating panic and fatigue for those accompanying babies and small children.

The panels can be stacked to fit any unevenness, making them compact and easy to transport and store. They are ideal for events and temporary installations.

Calm Down Corner Rough sketch, installation example

Sensory room item (glowing table)
This item has a round glass table equipped with a sensor, and when you touch the table the light will blink or change color, creating a variety of lighting effects that can help you calm your mind and concentrate.Glowing table

Sensory room item (tunnel-shaped item)
The tunnel-shaped item gets narrower as it goes deeper, and at the very back there is something like a window with light shining through it. When you lie down in the tunnel and look into the depths, you feel as if you are being sucked in. Being surrounded creates a sense of security, which helps you calm your mind and concentrate.

Tunnel-shaped item