A report on the "HERALBONY Art Prize 2025 Exhibition," a joint event hosted by AliveMedicare, HERALBONY, and NOMURA Co., Ltd., connecting through "unique art"

The international art award "HERALBONY Art Prize 2025" was established by HERALBONY, a creative company whose mission is "Unleash your unique style." The award was established on January 31, 2024, "Isai Day," with the aim of enabling people with disabilities to be recognized for their talent as artists and pave the way for further success. This year marks the second time the award has been held.

NOMURA Co., Ltd. has been a SILVER SPONSOR since the first event, and as part of this, has continued to collaborate with HERALBONY. In addition, through the activities of the Inclusion & Art Design Lab, part of the Future Creation Research Institute, Nomura is working on "Access to Space and Experience for All."

A total of 2,650 works were submitted from Japan and overseas for the HERALBONY Art Prize 2025. The exhibition held in Marunouchi, Tokyo (May 31st to June 14th, 2025) displayed the Grand Prix winning works, as well as works that won corporate awards and special jury awards, and works that advanced to the final round, attracting many visitors.

In this article, we will introduce the commemorative event held on Friday, June 13th, co-hosted by HERALBONY and NOMURA Co., Ltd. Past events can be found here

The appeal of artwork creates a care home where everyone can live a lively life

The first event to take place in the gorgeous space lined with rows of artworks was a talk session featuring guest Yuta Yasuda, CEO of Alive Medicare Co., Ltd. He was joined by Emi Sagayama, business producer at HERALBONY, and Ryo Onishi, design director NOMURA Co., Ltd., to discuss collaborative projects.

Talk session speakers

Yuta Yasuda
CEO of Alive Medicare Co., Ltd.
He joined Alive Medicare as a new graduate and worked in the nursing care field for 14 years. He also served as the home manager at several nursing homes. He then transferred to headquarters, where he worked for 10 years, before becoming president in 2021.

Emi Sagayama
Heralbony Co., Ltd.
Tokyo・Account Department Manager/Business Producer
He is in charge of project management for Heralbony Co., Ltd., a creative company that creates new culture together with outstanding artists.

Ryo Onishi
Design Director, NOMURA Co., Ltd. Co., Ltd.
He has experience in projects across a wide range of fields, from corporate showrooms and stores to hotels and workplaces. He focuses on creating spaces and experiential value that combine the fields of information design and interior design, and develops creations that comprehensively grasp the design process.

Facilitator: Mari Matsumoto
Design Director, NOMURA Co., Ltd. Co., Ltd. Future Creation Research Institute
Toward the realization of "Access to Space and Experience for All," she works with users and stakeholders to design spaces where everyone can feel comfortable. She designs programs based on the theme of "Inclusion & Art," where diverse people can connect with society and the world through cultural and artistic experiences and encounter new values.

Alive Medicare Co., Ltd. is a company that plans and operates "Alive Care Homes," nursing care facilities for the elderly, mainly in Tokyo and Kanagawa. After joining the company as a new graduate, CEO Yasuda-san has been utilizing his 14 years of experience working in the nursing care field to develop well-being management with the mission of "opening up the future of nursing care."

 Yasuda first encountered HERALBONY after an employee happened to visit an exhibition and was inspired by the artwork.

Yasuda-san
When I saw his work for the first time, I was amazed at the power that art has to cheer up those who see it, and, although it may sound rude, that people with disabilities can also create works like this. At the same time, and embarrassing as it may seem, I realized that I had my own preconceived notions and preconceived notions about people with disabilities.

We value "aggressive care" and break down the conventional concepts and images of care that lead people to give up because "they're too old" or "they have dementia." HERALBONY's mission of "Stand out" is also wonderful, and we felt that we had something in common with them, so we contacted them.

From left: NOMURA Co., Ltd. Matsumoto Mari, Alive Medicare CEO Yasuda Yuta

HERALBONY is a creative company that creates new culture through its IP business, which primarily uses data from artworks by artists with intellectual disabilities. In addition to operating stores and gallery spaces in Morioka, Iwate Prefecture, and Ginza, Tokyo, the company also collaborates with various companies.

 This innovative business recently won the remarkable Gold Award for "Glass: The Lion for Change" at the Cannes Lions International Festival of Creativity, one of the world's largest creativity festivals, held in Cannes, France, and is attracting significant attention from around the world.

Sagayama-san
We dare to express that disabilities are not normal. It is precisely because they are not normal, because they have disabilities, that they show us a wonderful world, a world that goes beyond what we think is normal.

I want to create a society where it is normal to accept their uniqueness, and the uniqueness that we all have, and think that it is wonderful and cool.

When you think of nursing homes or senior care facilities, many people probably imagine simple, white facilities and rooms. However, at Alive Medicare, not only are the works of various artists active at Heralbony displayed in common areas such as the hallways, but they are also on display in the private rooms of residents.

Yasuda-san
Witnessing firsthand how the residents who looked at the artworks every day were gradually transformed by the power of the paintings, I felt that this was perhaps the very origin of nursing care.

Sagayama-san
Thank you. We wanted to create a space that would make our residents feel more positive, so we wanted to incorporate lots of artwork into the rooms. That's when we consulted with the people at NOMURA Co., Ltd. about creating the space, and that was the beginning of our collaboration between the three companies.

The completed room is decorated with the artist's works throughout, from the wallpaper, furniture, mirrors, fabrics such as curtains and cushion covers, to accessories such as hangers. The people at NOMURA Co., Ltd., Ltd. took into consideration functional aspects that we had not noticed, and created a space where we could enjoy artworks in our daily lives.

From left: Emi Sagayama of Heralbony, Ryo Onishi NOMURA Co., Ltd.

The "Alive Wagon" is a new idea that lets you enjoy artwork anywhere

The collaboration between the three companies has not only resulted in a living space, but has also led to the creation of an entirely new tool called "Alive Wagon," which incorporates the input of many staff working on the front lines.

 The idea for the development apparently came from a workshop that was held to help caregivers enjoy working in the field and to motivate them. Sagayama, who facilitated the workshop attended by caregivers, looked back on the situation at the time.

Sagayama-san
I'm sure there are many rewarding and enjoyable aspects to your work, but there are also many tough times when you have to face difficult and tough challenges. That's why I carefully listened to what each staff member thinks about on a daily basis, and asked them, "What do you think are the unique good points of this facility and this town?"

I realized that while people with a wide range of professions are involved in the care process, including residents and their families, care managers, and welfare workers, the people at the center of it all are the Live Medicare staff who provide care on-site every day, and that their voices are indeed important.

What can be done to ensure that each employee feels pride in their work and has a comfortable workplace and environment? Through repeated dialogue and workshops where employees were able to verbalize their goals, a wide variety of flexible ideas emerged. Onishi of Nomura Co., Ltd., who conducted the workshop with NOMURA Co., Ltd., recalls:

Osai
A variety of opinions were expressed, including "I want an opportunity to communicate," "I want a place to relax where I can take a detour," "I would like to work to eventually make this space available to local people as well," and "It would be nice to have something a little out of the ordinary in the midst of everyday life."

So we wondered if we could make it something a little more proactive, more objective, and the idea of a "small, mobile, extraordinary space" led us to the wagon format.

The sculpture-like "Alive Wagon" is equipped with a wide variety of functions and tools, including a space for displaying postcard-sized flat artwork, bricks with drawers for storage, a cafe, and a library. Naturally, artworks are incorporated throughout. The wagon also incorporates various ingenious features, such as the ability to change the overall decoration to match the weather or seasonal events.

At first, "It was a little hard to imagine whether it would actually move, including the balance (Onishi)," so he created a small model to simulate it before working on the actual production.

 Yasuda says that a number of positive changes have occurred in the facilities where the completed "Alive Wagon" is installed.

Yasuda-san
People naturally gather around it and conversations begin, and it's brought out for seasonal events. It's even increased the facility's revenue (laughs). More than anything, the residents really like it.

Initially, it was created with the image of something extraordinary within the everyday, but it has now become something that blends into the everyday and connects the two, which I think is really great.

The idea for a new facility came from the "Alive Wagon," which can be transported anywhere.

We will build homes all over Japan, allowing residents to travel to their favorite places throughout the year, and spend their final days in the area of their choice. We always advocate "going beyond dementia" and "going beyond caregiving," but this is a challenge that goes beyond location, so we hope you will join us!

Sagayama-san
Thank you for your wonderful idea. I would be happy to continue working with you on initiatives that will change the perception of ageism, the image of nursing care, and the belief that it cannot be done.

The "Alive Wagon" is an initiative that could only have been born from the collaboration of the three companies Alive Medicare, Heralbony, and NOMURA Co., Ltd. At the end of the talk session, Yasuda shared one of his dreams.

Yasuda-san
One of our residents is a 100-year-old with dementia. I wonder if he would be able to enter the next "HERALBONY Art Prize." Even though he is elderly and has dementia, some of his paintings are so skilled that even a calligraphy teacher who is a Living National Treasure (a holder of an Important Intangible Cultural Property) is impressed. If he had the chance to have his work recognized, it would not only help him to gain dignity, but it would also bring hope to many people.

Sagayama-san
Thank you, that's wonderful! The HERALBONY Art Prize is an open exhibition that is open to anyone, regardless of age, professional or amateur, and from Japan or overseas, so please apply.

The valuable talk session ended with loud applause and smiles, with topics that made us look forward to the next HERALBONY Art Prize.

Interactive mini-viewing sessions and experiences to enjoy artworks through sound

After the talk session, attendees were divided into several teams and enjoyed viewing the exhibition space and artworks through a variety of experiences.

■ Enjoy artworks through "sound" with oto rea (otoria)

"oto rea," a device that expands spatial experiences through sound, is a project jointly developed in response to the COVID-19 pandemic by GATARI Inc., a startup aiming to create future infrastructure through mixed reality, and NOMLAB, the open innovation lab at NOMURA Co., Ltd. 's Future Creation Laboratory. It offers a completely new experience using invisible sound.

 Participants were each equipped with headphones that allowed them to hear the sounds around them and an iPhone with a strap equipped with a special application, and they walked in front of the exhibit. AI-generated music (pre-recorded sound source) based on the visual data and explanatory text of the work automatically began to play through the headphones.

When it comes to listening to music while viewing artworks, audio guides that explain the artworks are the norm, but this was a completely different experience that enriched the impression and appreciation of the artworks, and even gave people a mysterious feeling. It was a very unique art viewing experience, and many people, from children to adults, enjoyed it on the day of the event.

■ A mini viewing event where you can enjoy the artwork through dialogue

Members of NOMURA Co., Ltd. led attendees around the exhibition venue and engaged in an "interactive viewing" session* in which participants enjoyed conversations with each other while viewing some of the artworks.

The "interactive viewing," conducted in small groups of around six people, began with participants taking a minute to carefully examine the work, examining every detail. Next, each participant was free to talk and share their thoughts and impressions about the work. Even though they were all looking at the same work, the surprising variety of things they said was the best part of this viewing experience.

There is no "right answer" when it comes to appreciating art or interpreting a work of art. Because this was a trial experience, the "interactive appreciation" session lasted only about 10 minutes, but it was impressive to see participants discover new perspectives and unexpected discoveries one after another, and the conversations in each group were lively.

* NOMURA Co., Ltd. employees who received facilitator training from experts with knowledge of Visual Thinking Strategies (VTS), developed at the Museum of Modern Art in New York, held an interactive art appreciation session.

■ Exhibits include a prototype of the Napping Chair, a model of the Calm Down booth, and "Sensory Friendly Items."

In one corner of the venue, representative Yasuda and other members of Alive Medicare, who participated in the talk session, provided materials, and members of NOMURA Co., Ltd. Future Creation Research Institute also introduced the Inclusion & Art project.

[Napping Chair Prototype]

This mobile, igloo-like device is aimed at toddlers and children up to elementary school age, and can be used in crowded commercial facilities, event venues, public facilities, etc., to take a break when tired and sleepy from playing, or to temporarily distance themselves from noisy, unsettling spaces.

The perfect size for a child to fit snugly inside, and the organic, soft shape like a cocoon, make adults want to lie down in it too.

[A model of the Calm Down booth and a display of "Sensory Friendly Items"]

The Nomura Sensory Friendly* Project aims to create a new, multi-purpose, safe and comfortable shared space for people who, for various reasons, are anxious about going out or experiencing new things.

At the venue, a miniature model of the Calm Down booth was on display, as well as an actual "Sensorially Friendly Bag" that has been introduced at venues such as the Tokyo Dome. The bag, which prominently features HERALBONY's artwork, contains a set of functionally appropriate items that are easily accessible to everyone.

Although the current situation may not be widely known, there are probably many people who are not comfortable with loud noises or bright lights, who are uncomfortable in crowds, or who have challenges not only due to physical disabilities but also in child-rearing and nursing care situations. Research continues every day with the aim of creating "accessible spaces and experiences for all" that are friendly to everyone.

*Sensory-friendly means being gentle on the senses, and is an initiative to provide a comfortable, quiet, and calm environment for people with sensory sensitivities, small children and their families, elderly people and their caregivers, etc.

Following on from last year's event, attendees were able to experience a wide variety of artworks and various projects undertaken by NOMURA Co., Ltd.

The HERALBONY Art Prize, open to anyone of any age or nationality, and HERALBONY, Alive Medicare, which is pioneering nursing care services with an unconventional approach, and NOMURA Co., Ltd., which continues to create new value in spaces. Please continue to pay attention to the unique efforts of these three companies, all of which can be described as truly distinctive.

HERALBONY Art Prize 2025 Exhibition
https://artprize.heralbony.jp/

NOMURA Co., Ltd. Future Creation Research Institute
Future Creation Research Institute | NOMURA Co., Ltd. Co.,Ltd.

Written by: Naomi
Photo: Tamami Nojima