Theme for 2023
Brave Attitude, Organic Design
The Focused Issues Team put into words the ground swell in design
captured by a lateral look across the screening subjects for the 2023 GOOD DESIGN AWARDS
and designated the phrase “Brave Attitude, Organic Design” as the theme symbolizing the year.
“Brave” players daringly make the first move.
The surrounding team members also have the bravery to back and support this challenge.
The “organic” connections of the team as a whole,and those reaching even beyond the team to the entire organization and region,
become the driving force generating hitherto unseen outcomes.
To begin with, the overall theme when soliciting submissions
for the 2023 GOOD DESIGN AWARD was “Design and its Outcome.”
Rather than a dualism between the design of objects and ideas,
we hope to consider both these aspects as we explore “design and its outcome.”
As the result of exploring the conditions and contexts which engender such designs,
we arrived at the keywords “brave and organic.”
This report presents the perspectives and proposals
needed to generate this “Brave Attitude, Organic Design.”

The GOOD DESIGN AWARD is the only comprehensive design evaluation and endorsement activity in Japan.
During the more than 60 years since the launch of its predecessor,
the Good Design Product Selection System, in 1957,
we have continued to support the development of postwar Japan,
taking on responsibility for the changing role of design in society.
Our Focused Issues activities consider and propose new possibilities for design
through the screening for the GOOD DESIGN AWARD.
Representatives chosen from among the judges（Focused Issues Directors）
conduct more detailed analysis of the ground swell behind the winning designs
and suggest directions in which society should move.
Focused Issues has the function of being a “think tank” for design.
This report summarizes the results of lateral discussions
looking across the range of screening subjects which took place among the directors / researchers
responsible for the Focused Issues at the 2023 GOOD DESIGN AWARD.
We have compiled nine “perspectives” to serve as “proposals”
for various stakeholders on what stances and moves are required at present in design,
as well as in politics, government, and business.
We hope that the report is strong and robust enough thatreading it can change the next actions of those who make things.
GOOD DESIGN AWARD 2023 Focused Issues Team2

Introduction

Focused Issues Directors
Seiichi Saito
Creative Director | Panoramatiks Principal
Born in Kanagawa in 1975, Saito began his career in New York in 2000 after graduating from Columbia University with a Masterof Science degree in Advanced Architectural Design（MSAAD）. He returned to Japan after being selected as an artist for EchigoTsumari Art Triennial 2003. After working as a free-lance designer, he established Rhizomatiks Co., Ltd.（present Abstract Engine
Co., Ltd.）in 2006. Leading the internal architecture department Panoramatiks, he is working as a planning and implementation
advisor on a number of projects for governments and corporations. He was the Creative Advisor of Expo 2020 Dubai Japan
Pavilion and the EXPO Co-creation Program Director for Expo 2025 Osaka, Kansai, Japan.

Jin Kuramoto
Product Designer | Representative Director, JIN KURAMOTO STUDIO Inc.
Born in 1976. After working at a home appliance manufacturer, he established JIN Kuramoto STUDIO in 2008. With the approachof communicating the project concept and story through a clear formative expression, he has been involved in the design
development of various genres, like furniture, home appliances, eyewear, and automobiles. He is also a part-time lecturer atKanazawa College of Art and Musashino Art University.

Yuko Nagayama
Architect | Executive Director, YUKO NAGAYAMA & ASSOCIATES
Born in 1975 in Tokyo. Completed studies at Showa Womenʼs University in 1998. 1998–2002, worked at Jun Aoki & Associates.
Established Yuko Nagayama & Associates in 2002. Representative works: “Teshima Yokoo House,” “Central Garden – Goddessof The Forest,” “JINS PARK,” “Japan pavilion for Dubai Expo,” “Tokyu Kabukicho Tower,” est. Awards received include LʼOreal
Encouragement Award, JCD Design Award（2005）, AR Award（2006）, ARCHITECTURAL RECORD Award, Design Vanguard（2012）, JIA Young Architect Award（2014）, Yamanashi Cultural Prize of Architecture, JCD Design Award（2017）Silver Award,
Tokyo Architecture Award（2018）Excellent Award, WAF Division Excellence Award（2022）, etc. Plans are currently underway
for the TOKYO TORCH project in front of Tokyo Station, the Panasonic Pavilion and the Womenʼs Pavilion at the Osaka-KansaiInternational EXPO.

Focused Issues Researchers
Yutaka Nakamura
Cultural anthropologist, design anthropologist | Representative of Atelier Anthropology LLC.,
professor at Tama Art Universityʼs Liberal Arts Center
Nakamura works on themes such as violence, social suffering, cultural expressions of anti-violence, and social design for nonviolence in “peripheral” areas, as well as social implementation with various companies and designers. He authored “Walking
on the Edge of America – Anthropology of Travel”（Heibonsha, 2021）and “Echoes of Harlem – Voices of Muslims Living on theStreets”（Kokuminsha, 2015）and edited “Art Class – Behind Creativity”（Koubundou, 2016）. He also translated “Uptown Kids –Public Housing and Street Culture in New York Harlem”（written by Terry Williams and William Cornblum; Ootsuki Shoten, 2010）.

Sakura Nomiyama
Design historian, design researcher | Curator of Igarashi Takenobu Archiveat Kanazawa Institute of Technology
Nomiyama completed her masterʼs degree in History of Design and Curatorial Studies at Parsons School of Design. After
working at the National Museum of Modern Art, Tokyo, she has worked on planning design-related exhibitions, and writing andtranslating books and articles. Lately, she authored “Takenobu Igarashi A to Z”（Thames & Hudson, 2020）and worked on the
exhibition “DESIGN MUSEUM JAPAN Collecting and Connecting Japanese design”（National Art Center, Tokyo, 2022）.

Aki Hayashi
Editor, writer, director | President of Brand Journalism, Inc.
In 2022, Hayashi founded and became the president of Brand Journalism, Inc., a company that promotes journalistic public
communication of companies and brands. At the same time, she works as a director of NewsPicks for Business, Inc.（content
production）and as an executive officer and the senior chief editor at Alphadrive Co.,Ltd. She is a former chief editor of Forbes
JAPAN Web and a former reporter of the Asahi Shimbun. A member of the Scheem-D Steering Committee of the Ministry of
Education, Culture, Sports, Science and Technology. Graduated from the Faculty of Law, the University of Tokyo.

Directors & Researchers

3Perspective 1

SEIICHI SAITO
Chairperson,
GOOD DESIGN AWARD 2023

Innovation for “Rules” and “Norms”

The domain of design continues to expand
and change together with the times. In the
midst of this unstoppable change, various

Pick Up GOOD DESIGN

companies, organizations, local communities,
and individuals will surely implement designs

Citizen science projectwith strong convictions and bravery, on the

NHK Citizen Lab

basis of organic activities.

A platform was established to connect researcherswith the viewers, the general public, and to put into
practice citizen science, which aims to make new
discoveries through collective intelligence. Many
citizens participate in research topics that cannot
be elucidated by researchers alone, also playing
a role in scientific research through TV programs,
digital communications, and events. The knowledge
obtained in this way is returned to society.

That power should become a large groundswell, but I feel that it often dissipates due toan absence of rules or norms.
In order to strengthen the act of “creating andimplementing good things for society,” whichis called design, and to improve society
through various designs, do we not need tohttps://www.g-mark.org/en/gallery/winners/20377

create “rules” and “norms” once again? As

Proposer's Comment

large-scale mechanisms, “rules”, such as

Instead of conducting research within a closed field, we can come up with a lotof useful opinions and information through co-creation using the Internet, TV,
other media, and events. By connecting researchers and citizens and using theknowledge gathered as norms（and rules）, we will have the power to directly
implement the design of a better society. By thinking together with all those
involved with production and the industry as a whole about new ways of using
different media, and creating actions that transcend the boundaries of thecompany or the domain in normative ways, I believe that we will realize a cocreative relationship rather than a competitive one.

laws, can sometimes direct implementation
by force. As small, unenforceable mechanisms for making sure that everyone shares
the same awareness, “norms” should cause
those who make things and those who usethem to head in the same direction of theirown volition, creating a ground swell that is
not bound by rules.
By creating rules and norms for many
aspects of design – how to select the

AI diagnostic camera for infectious diseasematerials for things such as buildings andnodocaproducts, how to share intellectual property,

nodoca®, which can take images of the throat anduse AI to determine any infectious disease present,
will bring about a society in which the whole ofhumanity can co-create the future of medicine.
Because the signs of various disorders are visible
in the throat, examinations of the throat are carriedout worldwide on a daily basis, just like taking
temperatures.

how to interact with local communities, how
to secure financial resources, how to set
up systems for continued action – theaccumulation of small actions will surely
lead to large-scale societal implementations,

https://www.g-mark.org/en/gallery/winners/14653

such as the resolution of social problems,consideration for the environment, and therevitalization of local communities. I would
like us to think about the rules that we should
create and the norms that we can change
through a shared awareness in order toensure that government, industry, designers,
producers, and consumers can move towards the same outcomes.

4

Proposer's Comment
We believe that medical devices using AI should continue to evolve going forward.
Moreover, in order to further enhance the accuracy of AI, it is essential to gather
the necessary profiles, all while considering personal information protection,
security, and ethics. In addition to data collection within academia, the co-creativecollection of data by various industries involved in healthcare should accelerate
the use of AI in healthcare. It will be necessary to establish rules and norms forindustry cooperation in order to do so. A specific example is the norms and rules
encouraging the sharing of source code that enhances the accuracy of AI in the
medical field; by promoting these further, I believe that the new tools needed in aneven broader range of fields will be developed and implemented in society.

Perspective and Proposal

Proposal
1

Develop laws and ordinances to bring together
and display the power of design

politicians

govern ments

Laws and ordinances are among the most influential

designs and maximize this, like the laws and ordinances torules in modern Japan. It is necessary to put in place anpromote and implement a circular economy, for example.

infrastructure to bring together the power of individual2

Promote collaboration among industrybodies,
heading towards the ideal future

designindustry

designers

It is also necessary for designers themselves and theuse of local and domestic materials and the recycling ofdesign industry to create rules and norms from the bottom

materials through partnerships between industry groups

up. For example, creating rules to promote the proactive

will surely be called for.

3

Create norms and rules
for common outcomes

designers

companies

regions

It is also necessary for individual designers, companies,

intellectual property as common property rather thanand regions to spread norms and rules aiming at common

locking it up within a single company. It will also be usefuloutcomes for societal implementation. For example, theto promote the use of AI in product development and the

speed of implementation will accelerate by releasing

opening up of smart city implementation process systems.

Perspective and Proposal

5Perspective 2

JIN KURAMOTO
Vice Chairperson,
GOOD DESIGN AWARD 2023

Continuing to think about
the ideal nature of materials
How should we understand the various
material resources used to create thethings that enrich our lives so that we
can achieve more efficient and circular
operations? I think that we need to think
together about this once again, andPick Up GOOD DESIGN
Fire lighter

ANIMAL LIGHTER / poop igniter

promulgate guidelines that can be shared.

Original fire lighters from MAAGZ, using the feces of
the herbivore shown on each package as the main
ingredient. This item is used for bonfires. Under thetheme of “a cycle with nature”, a portion of revenues
will go towards wildlife conservation activities.

A wide variety of materials are implicated:paper, metal, wood, earth, stone, glass,https://www.g-mark.org/en/gallery/winners/17770

plastic, other petroleum-based materials,
and more. In addition, in the contemporary
era, where care of the earth and thenatural environment are seen to be ofparamount importance, as exemplified
by the circular use of materials, there
are various approaches towards ideas
about materials, and interpretations andjustice are mixed together according to
the method or perspective. There are

Proposer's Comment
The main ingredient is herbivore feces, and the ignition agent is made of thinned
wood from the management of mountainside forests and paraffin. Not only is
it novel in focusing on animal droppings in zoos, which have been difficult toeffectively utilize until now, this materials-usage project combines the awarenessraising element of “encouraging perspectives on the various creatures living on thesame earth” with the dissemination of the materials.

various recommendations for cyclical andefficient resource use in society: Reduce,

Office building

Reuse, Recycle, Refuse, continuing to

GOOD CYCLE BUILDING 001 Asanuma Corporation
Nagoya Branch Office Renovation

use things without throwing them away,
decreasing the rate of use of petroleum-

Asanuma Corporation, a general construction
company, renovated the companyʼs office, built 30
years ago, to become an environmentally-friendly
building as the flagship of their “GOOD CYCLEBUILDING.” Making use of the existing building frame,
modifications were made to enhance accessibility tonatural light and wind, and natural materials, such as
soil and wood, were utilized to the greatest possible
extent. It is an attempt to reposition architecture in acycle that is good for people and the earth.

based resources such as plastics（e.g.
by incorporating other materials）, and soforth.
This proposal for the future, which encompasses these ideas, does not pass
judgment on their merits or demerits.
While acknowledging the diverse
possibilities of these initiatives, I would liketo suggest a mechanism or system forevaluating the use of materials in termsof their “attitude of integrity”, “novelty”,“resolution”, “depth”, “efficiency”, and“capacity for societal implementation”.

6

https://www.g-mark.org/en/gallery/winners/10983

Proposer's Comment
Asanuma Corporation, a general construction company, renovated thecompanyʼs office, built 30 years ago, to become an environmentally-friendly
building as the flagship of their “GOOD CYCLE BUILDING.” Making use of theexisting building frame, modifications were made to enhance accessibility
to natural light and wind, and natural materials, such as soil and wood, were
utilized to the greatest possible extent. It is an attempt to reposition architecture
in a cycle that is good for people and the earth. Understanding buildings as
waypoints in material flows, or storehouses for materials, it is designed to permit
the separation of newly added natural materials, such as wood and soil, from theexisting artificial materials, reflecting the thought that each can be recovered as amaterial after the end of its life.

Perspective and Proposal

Proposal
1Create an inclusive social vision
with materials as its starting point

govern ments

As we search for ways to make social and economic

communicate a social vision which makes a better state ofsystems sustainable, the perspective of “materials” isbeing for materials into a reality, taking the perspective of

becoming ever more important. In painting a macromaterials as its starting point.

vision of future society, it is necessary to create and2

Share information and proposals
related to new materials generated fromeveryday research and development,
turning these into assets

designers

companies

govern ments

The debate over the ideal nature of materials and how to

or top-down developments disseminated by governments

implement this in society is still developing. We need toand corporations, but also of the propagation of bottom-

continue to explore and suggest new materials, not justup material ideas generated by solving local issues arising

the ideal materials which we already have. In addition, wein the environment of regions within Japan and overseas.

would like to recognize the value not only of the uniform

Perspective and Proposal

7Perspective 3

YUKO NAGAYAMA
Vice Chairperson,
GOOD DESIGN AWARD 2023

Thinking in terms of an“inverse vector” from the future
Setting in motion an inverse vector from“the future we hope to see,” we try out thethings we ought to now. As this generates

Pick Up GOOD DESIGN

repercussions beyond our own field, and as
more and more actual examples follow, weSenior daycare centerdraw closer to “the future we hope to see.”Long house with an engawa

This way of thinking led me to choose the

A day service for the elderly which is like a verandah
where local people can readily drop by. It is a place foreveryone – the elderly, children, and local residents –and it is a community welfare hub where people canhelp each other in times of trouble.

term “inverse vector”. Through this screening,
I felt that new vectors were being created bychanging the starting point for thinking – byhttps://www.g-mark.org/en/gallery/winners/20423

shifting not only the time vector running fromthe past to the future, but also the mutual
vector between local and global, and thevectors upstream and downstream of thedesign within companies.
The discussion about hair removal equipment during the screening process left an
impression on me. While talking about how
there are children who worry about being hairy,
the following argument was made: “I hopethat the society of the future will be one thatis not conscious of how hairy people are. We
may have to adopt the method of hair removal

Proposer's Comment
Ordinary daycare facilities place the emphasis on management, strictly separating
the outside from the inside to prevent accidents, such as residents goingoutside. However, this daycare center offers a more open environment than any
predecessor, and various measures are being taken by increasing the numberof employees, such as following after residents who leave to keep an eye on
them. This concept of "people-based" management cannot be realized using
conventional ideas and can be considered a good example that will spread not
only to daycare but also to schools and in other fields that are hedged in by ourmanagement society.

now, but isnʼt changing the mindset of society
as a whole the essential thing?” This way of
thinking can surely be seen as one which is
not based on current problems, but rather onsetting in motion an inverse vector from an
ideal future. The senior daycare center “Long

Wooden public housing

Awa Holzbau Project

house with an engawa” is another example.

The Awa Holzbau Project was the first wooden
public housing to become a reality in Japan under
the revision of the Building Standards Act in 2019.
This building was constructed with post and beam
construction method, consisting of 330 mm squarelarge cross-section laminated timber for internal andexternal columns and beams. It is a new model ofarchitecture that combines a universality that can beapplied and developed in the future for medium- andhigh-rise wooden buildings, with a locality rooted in
the site.

Although daycare facilities such as this tend to
be rational structures from the managementʼs
point of view, when the designers employed
an inverse vector, a transformation took place.
By returning to the fundamental question ofwhat true happiness was for the users, andprioritizing living as a human being, this kindof open building appeared, supported by newideas from the management.
In order to get closer to the future we hope tosee, it is essential to review systems and totransform public consciousness. To this end,
I believe it is essential to take this opportunity
to review our starting points and vectors andhttps://www.g-mark.org/en/gallery/winners/20464

Proposer's Comment
This is the first example of a four-story apartment building with visible wooden
frames, and the creation of such an example will encourage the active use of woodin the future. Every detail has been thoroughly considered, from its rational design
to the material selection and procurement methods. The pipe spaces are vaulted,
allowing them to become wind-escape routes, with buffer zones next to them;ingenuity is visible everywhere within limited planes.

to conduct trials without fear of failure.

8

Perspective and Proposal

Proposal
1

Seek a rich society without taking
what is convenient for those in charge
as the starting pointcompanies

govern ments

Existing social systems tend to be managed from the top

large roles in peopleʼs growth, ways of life, and dignity.

down, in ways aligned to the convenience of “those in

In order to achieve these, we believe that it is necessary

charge.” However, in order to realize “the future we hope toto establish a process in which something closer to thesee,” which places importance on the well-being of eachfuture which we hope to see takes root in the interaction

individual, we need to rethink the existing way of being

between promoting reform from the design side andright from its foundations. Reforms are especially neededbringing about changes in surrounding design through thein areas such as education and welfare, which playtransformation of institutions and awareness.

2

Think about the nature of educationfrom “the future”

govern ments

In current educational settings, children are bound by

be desirable to design a way of teaching which keeps themany rules and are educated to fit into the existing social“inverse vector from the future” in mind, thinking together

system. However, children are fundamentally the very

about “the future we hope to see” and walking the pathpeople who will be responsible for “the future.” It would

towards it.

3

Thinking about and exploring
the “essential way” to reuse items

companies

govern ments

Discussions about reuse are often vague and out of step

hard to proceed. It is also necessary to examine whether

when it comes to solving the essential problems, are they

the use of reused materials is leading to substantive

not? It is necessary to focus on each field and to discussenergy and CO2 reductions, rather than blindly using

the feasibility and outcomes of each suggestion. For

them. The GOOD DESIGN AWARD shows many initiatives

example, in the field of architecture, it is difficult to reuse

related to reuse, and examining such examples will surely

existing buildings, or structural materials as structurallead to the establishment of specific laws and systems andmaterials, because of systemic obstacles which make it

the development of criteria to evaluate their effectiveness.

Perspective and Proposal

9Perspective 4

YUTAKA NAKAMURA
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Re-listening to “the vernacular”

One of the things that is lost in todayʼs
globalization, which compels almost all of
humanity to participate in a competition which

Pick Up GOOD DESIGN

they have no choice other than to enter, understandards already set by someone beyond the

Art Triennial

reach of any country, is the vernacular.

One Thousand Names of Zeng-wen River,2022 Mattauw Earth Triennial“The vernacular” refers here to the uniquegeology, ecology, language, life, history, culture,

The project aims to increase the flexibility of the“Advocative Eco-Art Festival”, a new type of art
festival encompassing communities spread out along
a river basin stretching for 138 km. In their three yearsof fieldwork, the 14 curators connect the upper andlower reaches of the river through nine sub-projects
and 6 0 artworks and activities to raise issues ofwater resources, educational projects, eco-food,and agriculture in extreme climate situations and the
Anthropocene era.

and geopolitical position of an area. In a societythat demands rapid responses and results, it is
all the more necessary to pause and reexamine
the framework of the market and the standardsof the competition into which we are thrust ina “slower, deeper, softer” way, and to re-listen

https://www.g-mark.org/en/gallery/winners/19930

to the power that was originally latent in us, thevitality of the “other” and the “non-human” thatkeeps us alive, and the channels of history andculture inherent in a particular place（Note 1）.
At that time, humanity will no longer be thesole agent of design. Non-human beings,
mountains, rivers, plants, trees, fungi, viruses,rocks, minerals ... all things, and the changes inthem, should be agents of design. Asa Ito, anaesthetician who participated in the “External

Proposer's Comment
Fourteen curators, beginning with curator Gong Jow-jiun, conducted fieldwork in
a 138-kilometer river basin over a period of three years, listening carefully to andconnecting with the voices of multiple peoples, multiple professionals, and multiple
lives and objects that have lived alongside the river. They went on to embody
these in the form of a new eco-art festival. This form of art encompassing action,at the same time perhaps nostalgic and new, started with the realization that thewatersheds which once underpinned all life were suffering from excessive activity
by humanity.

Critique” of the GOOD DESIGN AWARD
with me in 2021, once posed a fundamental
question in the screening room: what exactly
are we screening, who is being screened? It

Organic fertilizer

may be time for non-humans to be taken into

Compost system local production
for local consumption

consideration as winners of all design awards,
not just the GOOD DESIGN AWARD. In that

Soil Yakuzen is a safe, high-efficiency bio-fertilizer
derived from discarded organic materials based on
research conducted at Kyushu University. Using
this manufacturing method, local waste is blended
and converted into high-efficiency organic fertilizer
to improve the soil in a “local production, local
consumption” system. The local soil is regenerated（local production）from raw materials consumed
locally（local consumption）. It has obtained organic
JAS certification.

case, the category of the agents of co-design
would extend to cover non-humans, and theimplications of homo faber（the human as
maker）would change significantly.
All of the award-winning items listed here show
signs of the above. And there were similar

https://www.g-mark.org/en/gallery/winners/14695

signs among the winning entries not listed here,
as well as among the entries that narrowly
missed out.
Note 1： The “slower, deeper, softer” attitude towards things comesfrom Alexander Langer, who was involved in peace and environmental
activities, and was later taken up by sociologists Alberto Merler andMichinobu Niihara. Reference: “Field Work in Planetary Societies―
Memoirs Arising from Fundamental Questions”（Michinobu Niihara）|

Proposer's Comment
Humanity will regenerate what humanity has broken with the help of non-humans.
A lot of the things termed regenerative in recent years are positioned as attempts
to do this. We can also see how years of steady and innovative research（listening）
have led to the creation of organic fertilizers that combine with design to createsocial impact.

Sociology Course, Graduate School of Letters, Chuo University（https://sociology.r.chuo-u.ac.jp/blog/detail/270）

10Perspective and Proposal

Proposal
1 Redesign cultural policy

govern ments

companies

designers

We will be required to re-listen to “the vernacular” in culturaland individual, and reflect this in policy, while continuing topolicies, which tend to be top-down. We will need researchfundamentally rethink the nature of art and design. Suchskills, such as field work which takes place right on the ground,forums could lead to opportunities to redesign art festivals,

as though crawling; meticulous observation and sensitivity

for example. In addition, we need to actively support attempts

in the field; and the epistemological reflection allowing us toto reframe the nature of art and design and the innovative

doubt and reconsider what we see. It is also necessary toability behind them, and to go on to reframe the relationships

take on the challenge of combining these with policymaking.

between art, design, the environment, and local communities.

It would be good to have more forums in which to redefine

There is a call to review the nature of grants that support

the ability to innovate inherent in each local community, group,

various innovative abilities based on such premises.

2Create a mechanism
to protect the unique “ground”

govern ments

politicians

It is necessary to cultivate the “ground” which guards thecommunities and the soil. In order to do that, we need to“vernacular” of each region, whether in terms of culture,rethink our policies, including the nature of trade. We needof agriculture, or of forests. This does not mean a refusal

to protect the diverse “ground” of society by protecting

to change, but rather a project of repair, recovery, andthe multiplicity of small lives, small voices, and small

regeneration. We should support projects which take a freshcommunities that are often swallowed up or drowned out bylook at the links between culture and agriculture, between

powerful nations and corporations.

3

Take an approach towards global issues
based on “the vernacular”

govern ments

companies

designers

There are a great number of global issues that need tois, of course, required, but so is a set-up which allows

be addressed urgently. For example, the issue of theindividual regions to contribute to the resolution of global

environment and climate change is one of the most important

issues in appropriate ways. We need a qualitative approachof these. We need to create the greatest social impact onthat not only competes to see which choice is morethese issues with the least amount of energy. It is essential

sustainable based on a uniform set of standards created byfor any community or association that possesses bonds ofsomeone somewhere, but also uncovers indigenous circularsolidarity and impact, such as nations, corporations, NGOs,

mechanisms, renewing and regenerating them. A culture that

NPOs, or religious communities, to work together collectively

recognizes these kinds of qualitative perspective on pressing

in loose collaborations. When doing so, a global perspective

issues will also be necessary.

Perspective and Proposal

11Perspective 5

YUTAKA NAKAMURA
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Repairing rather than producing

The essential function of law is violence

the case for the perpetrators, their families,

function of all design is violence? Even if this– this is a thesis that runs through thetheir communities, and their societies. This

goes too far, all designs are not just colors,

discourses of Walter Benjamin, Jacqueshas therefore given rise to restorative justiceobjects, and forms, nor just services, but

Derrida, and others. To be sure, the law does

（seeking to resolve the harm caused bysocial forces. They intervene in reality and,not merely give norms written form, but canan incident by having the parties involved,

as a consequence, prescribe or direct futurebind, restrain, and in some cases even killsuch as the victim, the perpetrator, and theactions. On the one hand, there are designs

individual bodies within the scope to whichpeople around them affected by the crime,that start with good intentions but haveit applies. There is no doubt at least that thecome together proactively and discuss it）,

disastrous consequences, while on the otherlaw is not just a collection of writings, but atherapeutic jurisprudence（the idea that

hand, there are designs that improve thesocial force that drives certain actions andthe criminal justice system should not besituation and produce happy outcomes.

has consequences.

viewed as a process of inflicting punishment

With this in mind, design, like law, is called

Those who realized this began to look at theon people who commit crimes, but rather

not only to solve immediate problems in theconsequences generated by the law as acts.

as a process leading to the resolution of theshort term, but also to exercise imaginative

They discovered that these consequences

problems faced by them and consequently

power to the extent of its ability and to gain

were not always happy ones. Although thepreventing recidivism）, and the therapeutica new understanding of problems, leading

law should redeem and heal people, instead

community that encompasses these.

to their treatment and recovery. It may notit causes more hurt and alienation, deepens

Can we not take this idea of law as a social

be design that creates something new, butdivisions, and worsens relationships. This isforce and its essential function as violence,

instead design that takes what we have andthe case for the victims, their families, theirand apply this to design, too? In other words,

reviews it to make it a little bit better, to repair

communities, and their societies. This is also

can we consider the idea that the essential

or regenerate it, and to heal.

Pick Up GOOD DESIGN

12Therapeutic community to help self-actualize

Welfare care and shared transportation service

The Oneness Foundation

Goissho

The Oneness Foundation is a specialist
agencywhich has as its motto “theelimination of loneliness and selfactualization,” and is dedicated tohelping people with low wellbeinga n d m e n t a l h e a l t h c h a ll e n g e s torecover mentally and physically andsubsequently grow.

The labor shortage in the nursing care industry
and the continuing crisis in nursing care services
are getting worse due to the declining birthrate
and aging population. In order to solve these
problems, transportation services, which accountfor 3 0% of the work of nursing homes, havebeen outsourced to local communities, thereby
reducing the burden on nursing homes.

https://www.g-mark.org/en/gallery/winners/15603

https://www.g-mark.org/en/gallery/winners/15734

Proposer's Comment

Proposer's Comment

The fact that a therapeutic community applied for the GOOD
DESIGN AWARD is both groundbreaking in itself and a reflectionof the times. I believe that this will prompt more attention to similar
restorative justice efforts（for example, mediators and facilitators）
and provide an inspiration for the people facing up to, and startingnew mechanisms and initiatives to address, the mistakes, crimes,
and hurts which are hard to deal with.

An automobile manufacturer has reconsidered the nature ofcommunities and ways of life in an aging society, using its strengths
to devise better systems. Instead of the traditional role of producing
and selling automobiles, the company is thinking how to reduce
the transportation tasks of welfare care providers and provide
transportation services tailored to local communities by creating asystem to avoid the duplication of vehicles already in operation.

Perspective and Proposal

Proposal
1

Redesign society startingwith criminal law

politicians

In order to promote “healing” or “cure”, it is necessary

jurisprudence in addition to punitive or retributive justice. In

to revise criminal law and the socially accepted ideas

addition, this should become an opportunity to reexamine

resulting from it, and to increase opportunities for

how to make amends for mistakes and to arbitrate andchanging these to a better design. In particular, it would bereconcile opposition and conflicts in all aspects of society,a good idea to explore restorative justice and therapeutic

not only in matters of criminal law.

2

Emphasize and promote
circular design

companies

designers

The idea of “healing” leads us to reuse existing things

appearance of more designs with such “healing” concepts

when they develop problems instead of throwing themwill contribute to the formation of circular societies andaway. Instead of creating something anew, we connect

cultures. “Healing”, “repairing”, or “fixing”（“curing” /with or disconnect from or run the things we have now“mending”）activities will become central concepts /differently, and reallocate the resources we have. The

methods of future circular design.

3

Create an environment that also evaluatesthe “surroundings” of architecture

govern ments

companies

designers

The social environment, which evaluates not only

those who gather in the place which has been created toarchitecture in itself but also its “surroundings”, will stop

think together and sometimes change their mindsets andthe tendency to value only “producing”. For example, when

behavior? We need policies and support to make inclusion

it comes to architecture, what is the nature of community-of such perspectives when evaluating architectural andbased architectural and environmental design, and how

environmental design and objects the standard.

can this be implemented? How can co-design enable

Perspective and Proposal

13Perspective 6

SAKURA NOMIYAMA
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Reexamining the“design evaluation axis”
While the word “design” has become

those vectors are, I think that what we value in

There is something called “long life design.”

normalized, it is also undeniable that it isdesign now will become apparent.

Being loved for many years in an ever-believed to be an elusive and obscure entity.

What was considered “good” 10 years agochanging society means that something

One of the main reasons for this is the ever-has been excluded this year. What was goodpossesses a universal value that is not

expanding scope of the word design. In thethis year may no longer be so in 10 years. Is

affected by the times. Designs which canhistory of the GOOD DESIGN AWARD, theit acceptable to make evaluations on suchattain this status are only a handful of thechange is remarkable, even if we only lookshaky grounds? Some people may be of thismany designs created every day. The value

at the GOOD DESIGN GRAND AWARDS of

opinion, but I would like them to think about

of a design is essentially fluid. The importantthe last 10 years. In some years, robots haveit. There is nothing more dubious than saying

thing is to clearly state why you do or do notbeen recognized, while in others, initiatives

definitively at this point that something will

evaluate something highly now. This is what

have been recognized. Adding a new object

be “good” far into the future. This is because

the GOOD DESIGN AWARD, which evaluates

to the design framework means inserting

it means saying that design is built on thedesign using an annual “fixed point,” can do.

vectors which are different from the evaluation

assumption that society does not change, in

It is also a way of showing responsibility as an

axis of existing design. By clarifying what

other words, that our values do not change.

initiative that has an impact on society.

Pick Up GOOD DESIGN
Higher education program

Winners of GOOD DESIGNLONG LIFE DESIGN AWARD（6 projects）

Akita International University

・Edible salt（the Salt Industry Center of Japan）
・tampons（Unicharm）
・semi professional sewing machines（JUKI Corporation）
・infusion containers（Terumo Corporation）
・personal computers（Lenovo（Japan）Ltd.）・ N-Series（Honda Motor Co., Ltd.）A public university opened in Akita in
2004 with an “international liberal arts
education” as its educational philosophy.
With the mission of developing leaders ina global society, the university has built
an educational framework and a learning
environment which are clear departuresfrom those of previous Japanese universities.
https://www.g-mark.org/en/gallery/winners/15935

14

Proposer's Comment

Proposer's Comment

This project applied for and won an award by setting its teaching
method as “design”. A demonstrable track record is essential indetermining whether a method is good or bad, and this requires acertain amount of time. Nineteen years passed after this projectʼs
inception until it won an award. On the other hand, even in thesame field, education, “Kamiyama Marugoto College of Design,
Engineering and Entrepreneurship” applied for and received anaward for its “design” process of building a school, despite the factthat it was established last year. The fact that it was a candidate
for the GOOD DESIGN GRAND AWARD makes it clear that it had agreat impact. It was interesting to hear the opinion that it was best
to share know-how and knowledge with a sense of speed and thatit should be evaluated now as an initiative in progress. It can be said
that this evaluation encompasses the expectation of design actions
which will emerge from the project in the near future.

As symbolized by the term “long life design,” “time” is clearly
indicated on the evaluation axis for these items. The GOOD DESIGNAWARD states that “Products, architecture, services, or contents
that have been sold or offered for at least 10 years, have stronguser support which is expected to continue, and are designed toa high standard are eligible for the screening.” While 10 years may
sound long to some people, it may seem unexpectedly short toothers. Depending on the product or service sector, the time spent
on development and the speed at which market trends change will
vary.

Perspective and Proposal

Proposal
1

Design based on
the assumption of change

govern ments

companies

designers

Society is continually changing. Being sensitive to thisof society we want to create. For example, setting theand reflecting it in design is the key to creating “good”.

starting point for product development one step back may

But there is no point in confronting only the now, which

help you see the essence of the design you are about tochanges at a phenomenal rate. We need a future-oriented

work on and what you ought to do. Rethinking the values

way of thinking which considers what values will emerge

and significance which might underlie existing productsin the near future, or a proactive attitude towards the kindcan lead to breakthroughs.

Perspective and Proposal

15Perspective 7

SAKURA NOMIYAMA
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Inheriting and sharing legacy

The number of times the word “legacy” cameand pass on to the next generation and ofactivity but a continuous one.

to mind while present at the screening left amethods to do this.

According to the statistics, more than 5,000

strong impression. These situations can be

As for the latter, I have encountered suchapplications have been submitted annuallybroadly broken down into two. There werecases many times while witnessing thein recent years, which means that thisoccasions when “legacy” was visible in thescreening for the GOOD DESIGN AWARD,

many new design forms and ideas have

object or project for which the application

so it is difficult to narrow them down to justbeen brought together. This reflects thewas made. Then there were situations ina few specific examples. Instead, I want toaccumulation of the know-how, wisdom,which I thought about the legacy of theput into words a little of what I think is theand data of the applicants. And the various

GOOD DESIGN AWARD itself.

legacy of the GOOD DESIGN AWARD is. If

discussions that arise during the screening

Looking first at the former, there were cases

we focus exclusively on the word “award,”

process can give us a lot of hints about how

in which an object designed in the past, andwe are liable to understand the GOOD

to improve our lives and society. The AWARD

altered in some way, applied this year and

DESIGN AWARD as an effort to evaluate ordoes not merely praise good ideas, but also

was subject to the screening. When it wascertify; but if we read its philosophy, we cangives suggestions for improvement, or raises

first introduced to the world, it was a newsee that it is “legacy” a social movement toissues. We believe it is important to include

design, but over time it became a signature

make peopleʼs lives, industries, and society

these in the legacy of the GOOD DESIGN

entity, creating a “legacy,” and this is whatmore well-off through design” and that

AWARD, to pass on this legacy, and to share

led us to recognize it. Some of the winners

screening is a means to this end. From this,it widely.

provided good examples of what to protect

we can understand that it is not a temporary

Pick Up GOOD DESIGN
WatchResort Hotel

G-SHOCK G-SQUAD DW-H5600

Fujiya Hotel

The G-SHOCK 5 6 0 0 series is evolving as itshould and has the latest functions. An extremely
wearable size, it is equipped with a heart ratemonitor function to support active daily life.
Functions such as call notification and training
support USB charging, while the watch display is
powered by solar charging, making a G-SHOCK
that will remain an enduring favorite as a newgeneration standard.

The Fujiya Hotel is made up of uniquebuildin g s f r o m the Me i ji, Ta is ho, a n d
Showa periods, including buildings thatare registered tangible cultural properties.
Taking the oppor tunity provided by therevision of the Act on Promotion of Seismic
Retrofit ting of Buildings, seismic anddisaster prevention renovations were carriedout on the historic buildings with the aim ofpreserving their value as cultural properties
while also ensuring safety. In order to provide
hospitality services at the highest level, theCascade Wing, which includes a kitchen withthe latest features, was newly constructed
and connected to the historic buildings.

https://www.g-mark.org/en/gallery/winners/15006

https://www.g-mark.org/en/gallery/winners/15091

16

Proposer's Comment

Proposer's Comment

While inheriting the iconic form of the G-SHOCK 5600 series,
which has been on the market for 40 years, it has been developed
into a watch that can be used now by adding the features andequipment required today. This is a good example of what toprotect and pass on to the next generation and of a way to do this.

The renovations not only preserve the current status quo andrestore the historic interior design, but also add new functions
to enhance the hotelʼs hospitality offering. This is another good
example of how to carry on a legacy.

Perspective and Proposal

Proposal
1

Share techniques and know-how
for passing on design
as a “cultural resource”

govern ments

companies

designindustry

designers

Design that is directly connected to peopleʼs lives is aon how to link the objects or ideas designed with the next

representation of culture and a resource for creating thegeneration, such as ways of preserving historic buildings or

future. We need to develop and share more know-how

passing on innovative technologies.

2

Expand the AWARDʼs function
as a think tank

GOOD
DESIGN
AWARD

Although the GOOD DESIGN AWARD is the body res-arguments that remain internal and the hints that emerge

ponsible for screening, screening is merely a means offrom them. We believe that expanding the functionality ofcarrying out the GOOD DESIGN AWARDʼs mission. In

the GOOD DESIGN AWARD as a think tank using theseorder to further promote “a social movement to makeaccumulated discussions is also an effective means ofpeopleʼs lives, industries, and society more well-off throughensuring new developments for the AWARD.

design”, we need to open up to the wider world more of the

Perspective and Proposal

17Perspective 8

AKI HAYASHI
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Finding value in the slow economy

My attention was caught by the fact thatwhile the designs that trumpeted cost
performance or time performance all failed

Pick Up GOOD DESIGN

to win an award, many designs which
proactively found value in “slowness,” were

E-commerceamong the BEST 100 and the GOLD AWARD

Social Good Market “Kuradashi”

winners.

As a social good market where everyone gets abargain while enjoying shopping, the aim is to reducefood loss and sell foods which may be thrown awayeven though they are still edible. In addition, a portionof revenues is donated to various organizations making
contributions to society by working on issues, such asenvironmental protection or disaster assistance, while
another portion is put to use as the Kuradashi Fund,
providing support spanning the 17 goals of the SDGs.
Fun and bargain-filled shopping is good for society.
This kind of completely new social good market isbeing created.

The term “slow economy” is translated in
dictionary terms as an “economic downturn,”
and it has often been used until now in anegative way to signify a state of slowing
economic activity and growth. However,there are moves to rethink the nature ofsociety and the economy, based as they
are on the premise that global growth willcontinue. Having experienced a global
pandemic against the backdrop of growing
challenges, such as the issues of the global
environment and climate change, as well as
the declining population, low birthrate, andfiscal crisis within Japan, peopleʼs values
are changing. Debates on “degrowth,” whichquestion the principle of growth, are also
gaining momentum globally.
In addition to the examples listed in thehttps://www.g-mark.org/en/gallery/winners/20461

Proposer's Comment
This is a system by which products that are about to expire and may be disposedof are provided at bargain prices, and a portion of revenues is donated toorganizations which are contributing to society. Embodying the concept of asocial good market, where fun purchases at bargain prices contribute to society,
it is driving forward the trend of the “slow economy.” Products that are about tobe disposed of have generated new value. As of the end of September 2023, thetotal amount of support given exceeded 110 million yen, and the total reduction infood loss was 18,855 tons. It has also been listed on the TSE Growth Market, andits future is attracting attention as a service that simultaneously pursues social,environmental, and economic benefits.

CASES, the GOOD DESIGN GRAND AWARD
winner “Long house with an engawa” is not
simply a daycare service for the elderly. It

E-commerce

designs a world that affirms the ways inYahoo! Shopping “Otokushitei-bin”

which people live and even die – in natural

This is a design which aimed to solve the multifacetedsocial issues of logistics while enhancing userconvenience. “Yahoo! Shopping” provides a functionthat gives points for choosing a delivery date withmore time to spare, realizing a positive solution for all
three parties involved: it allows users to save money,
stores to spread out their shipping tasks around
special days, and delivery companies to reduce theirworkload.

relationships with the children and adults ofthe community, even if they face problems
such as dementia or disability – just as theyare. It can also be called an example of theslow economy in practice.
It takes courage to create a design that
presupposes or promotes local economies,

https://www.g-mark.org/en/gallery/winners/15525

circular economies, and “slow economies”

Proposer's Commentthat emphasize the quality of growth, with a

If the user designates a delivery date with time to spare for products that are notneeded in a hurry, PayPay points are awarded at a later date, and the workloads ofshipping and delivery are spread out. This is a service that is truly a picture of the“slow economy.” Users, stores, and delivery companies all benefit in this design
which provides a win for all three parties. It also contributes to the environmentby enabling smooth shipping operations, lessening the workload of delivery
companies, and reducing redelivery.

focus on environmental considerations, social
rightness, and the happiness of humanity,
based on the premise of the sustainability
crisis. I believe that this is precisely why weneed to celebrate this commitment to theearth, society, and the next generation.

18

Perspective and Proposal

Proposal
1 Recognize the value of “slow”

govern ments

companies

designindustry

media

Action is needed to raise the value of the slow economy,inconvenient, but are environmentally-, socially-, andwhich is hard to evaluate positively within the existing

people-friendly, and sustainable, as well as to foster

economic system. We need to put in place mechanisms

such a culture. This will require a strong will, which is notand systems to better evaluate goods and services

swayed by short-term circumstances.

which may be slow, uneven, imperfect, expensive, andCreate opportunities

2 and momentum for “slow” practices

politicians

govern ments

companies

media

When updating an existing social system, it is useful

we can, such as the introduction of a four-day work week,

to start from some readily understandable movement

the review of 24-hour opening, the reduction of working

or action. We each need to create opportunities andhours, and the introduction of localization, fair trade, andmomentum to put “slow” into practice to the extent thatthe sharing economy.

3

Create a mechanism toidentify “genuine activities”

politicians

govern ments

companies

designindustry

designermedia

On the other hand, we need to be careful not to limit

to and initiatives tackling the SDGs and social contributions

ourselves to superficial efforts. It would be meaningless if

in a more transparent, verifiable, concrete, and fact-based

we merely saw an increase in “-washing activities,” suchmanner. Politicians and governments will work with external

as “SDG-washing”（pretending to be tackling the SDGs

experts and third-party organizations to continuously

when the reality does not match）. We need to distinguishmonitor, verify, and evaluate the progress of the companyʼs

between such activities and “genuine actions”.We need notefforts. The media will continue to report and disseminate

only to value numbers or PR messages showing short-term

information on the basis of fact, without being swayed by

growth, but also to correctly evaluate the medium- to long-

appeals to “-washing.” We call for objective mechanisms

term impact of actions that are costly in the short term

and initiatives that will enable diverse players, including

and of moves which slow down growth for a while. First,

investors and stakeholders, to recognize the value of acompanies and organizations will report their commitment

better future for the planet, society, and people.

Perspective and Proposal

19Perspective 9

AKI HAYASHI
Focused Issues Researcher,
GOOD DESIGN AWARD 2023

Rethinking the relationshipbetween individuals and organizations
As symbolized by the term “the age ofOrganizations need more collaborative

are better, the design department made athe individual,” the relationship between

relationships with employees and a culture

proposal to the operational side”. These areindividuals and companies or organizations

that emphasizes open communication.

the words of designer Ushio Bessho in his

is changing.

The relationship between individuals andpresentation on the Panasonic Lamdash

With the collapse of lifetime employment andorganizations is moving from a hierarchical,

PALM IN, which was selected as one of

the seniority system, employment is moving

employer-employee relationship to a more

the five finalists（candidates for the GOOD

from a membership model, in which newequal one with organic collaboration and

DESIGN GRAND AWARD）. The designer was

graduates who match the company are hired

co-creation. The decision-making process

sensitive to changes in the worldʼs values

en masse and employed for a long period

is moving from top down to bottom up.

and approached the organization. A majorof time, to a job-based model, in which

An increasing number of companies arecompany trusted the designerʼs sensibilities

people who match the job descriptions areenhancing talent management to maximize

and, through the development process,hired. Competition for talent is intensifying,

the skills and abilities of their employees.

brought innovation to the shaver, a matureand quite a few people change jobs every

Against this background, we saw designs

product. I am hopeful that courageous out-

few years. While various ways of working

that spoke to new trends in the relationshipputs which positively leverage the organicallyare being promoted, such as remote

between individuals and organizations. “Inchanging relationship between individuals

working, second jobs or multiple jobs, andorder to change the image of traditionaland organizations will break through thisentrepreneurship, companies are concernedmasculinity that persists in the world ofcountryʼs sense of stagnation and lead theabout the decline in employee engagement.

shavers, and the idea that more features

way to an innovative future.

Pick Up GOOD DESIGN

20Electric Shaver

Double Clip

Panasonic Lamdash PALM IN ES-PV6A

Smart Double Clip

The full-scale functions of a five-blade linear motor
shaver have been condensed to palm size. Highly
portable and with a shape that lets you place it anywhere, it makes possible a new shaving sensation,
allowing you to stay close and maintain a dialog with yourskin as you freely control the angle with your fingertips.
This shaver uses naturally derived materials with a soft
touch for the main body, whose materials and parts havebeen significantly reduced, aiming to become the newmodel for shavers and remain a favorite for a long time.

Double clips allow you to easily secure a large numberof sheets of paper, which is very convenient for holding
together documents. However, they interfere withthe page-turning motion when browsing. The Smart
Double Clip functions as a guide, rather than gettingin the way, by aligning the triangles that are createdin the corners when you turn the pages. This productis designed not only for the person who fastens the
documents together but also for the one who receives
and looks over them.

https://www.g-mark.org/en/gallery/winners/18596

https://www.g-mark.org/en/gallery/winners/17478

Proposer's Comment

Proposer's Comment

This is a great example of how individual ideas and powers ofinnovation led an organization. This new design, which was bornfrom the designerʼs desire to reconsider the value of the shaving
experience and develop a product which was fitting in terms not onlyof efficiency but also of design, future values, and lifestyle, moved
the organization and was welcomed by the market, even though its
innovative shape was completely different from those of previous
shavers. It suggests that organizations can respond to new markets
and customer needs and drive change by respecting individual
ideas and thoughts, embracing them flexibly and positively.

Focusing on the double binder clip, an invention that is more than
110 years old, designers looked for a structure different fromexisting double binder clips. They proposed a new design at the
Kokuyo Design Award, taking into consideration not only holding
sheets of paper but also the user who goes on to view these sheetsof paper. Through the efforts of Kokuyo employees, the company
overcame issues, such as mass production and quality assurance,and managed to commercialize it. An individual attempt to take on achallenge was recognized by the organization, and in collaboration
with the organization, a new product was born.

Perspective and Proposal

Proposal
1

Enhance the creative confidence of people
in the company or organizationcompanies

govern ments

media

As a basic premise for further enhancing the power oftraining and self-improvement that will enhance theirindividuals in an organization, it is important that individual

creative confidence（= confidence in their own powers ofmembers have confidence in their own innovative abilities

innovation）, and create an environment with a high degree

and ideas, as well as a willingness to express them.

of psychological safety in which new expressions andCompanies and organizations should express their trust insuggestions can emerge spontaneously.

the creativity of their employees or members, encourage

2

Encourage individuals todisseminate their opinions

companies

govern ments

media

While there are many people and influencers who getoriginating from individuals. Dissemination of ideas by

big breaks through freely sharing their opinions andindividuals active in a company or organization can also

expressing themselves, with the Internet and social

serve as inspiration for individuals in other companies ormedia as their starting points, some companies andorganizations, or as the energy for them to proactively

organizations still restrict such sharing and expression bydisseminate their own ideas. Instead of limiting individual

the individuals affiliated with them. Organizations of thecommunications, seeing these as a risk to the company

future, in which “individuals” will play an active role, oughtor organization, they should be more freely acknowledged

to allow the free dissemination of opinions and suggestions

and encouraged.

3

Emphasize ideas
born out of individual narratives

companies

govern ments

media

In general, most corporate communications speak

individual should also be emphasized. In the process

on behalf of the company name or the management.

of service and product development, we should place

However, believing that the tendency for each productgreater emphasis on individual subjectivity and thoughts

or service to be created with the individual as its startingand on stories in which “I” is the subject（= narratives）.

point will increase, narratives and ideas spoken by an

Perspective and Proposal

21

Focused Issues
Researcher’s Eye
Focused Issues researchers looked over all the screening subjects and exploredthe “ground swell” from the perspective of outside experts who were not judges.
We asked three of them to each write based on their own expertise and from their own angles
about what they noticed and saw as they accompanied the screening process.

The GOOD DESIGN AWARD, a fixed point observation
Sakura Nomiyama

is thus a rare entity which is part of history

The period in the history of design in JapanThe GOOD DESIGN AWARD was establishedthat I find most interesting is the 1950s.

around this time, in 1957. Japanese manu-

but also connected to the present day. There

The 1950s are often overshadowed byfacturers imitated the design of foreign

is no other site of “fixed point observation”

the glamorous image of the 1960s, when

products at that time, which became afor design that has functioned for as long as

the design industry displayed increased

problem, and the story of how the AWARD

the GOOD DESIGN AWARD. By enumerating

momentum, the World Design Assembly

was set up with the purpose of encouraging

the good designs that were newly selected（1960）was first held in Japan, and designers

the “good design” of domestic products iseach year, you can follow the ways in which

played an active role in the Tokyo Olympics

well-known in the industry. Japan has come“design” changed from era to era. In res-（1964）. However, during the rapid post-

to be called an advanced country in terms ofponse, the activities of the GOOD DESIGN

war recovery, the word “design” graduallydesign, so people are amazed that examples

AWARD have changed from instruction about

penetrated society, and it was in the 1950sof good design once had to be provided.

“good design” to awareness-raising.

that professional design organizations, such

Many of the phenomena of the 1950s areas the Japan Advertising Artists Club and thenow part of design history, and their stories

Japan Industrial Design Association, were

have been handed down, over time becoming

The significance ofa fixed point observation

established, and a design movement was

milestones in the revitalization of design.

rolled out by the Japan Design Committee. If

Nevertheless, the GOOD DESIGN AWARD

When I joined this project as a researcher,

you read the magazines and literature of thehas a point worthy of special mention. ThisI was pondering what kind of examination

time, you can tell that it was chaotic but veryis the fact that it is not a passing event but

someone who studies the past of design

lively.

an activity which is still continuing today. It

history could carry out by attending the22

Focused Issues Researcher’s Eye

GOOD DESIGN AWARD, an activity tomore. There was talk in the screening about

those discussing “good design” are limited

evaluate present-day design. What I

what was unchanged from the previous

to people in the design and manufacturing

envisaged was to analyze, as an expert,

winning models, or what was overwhelmingly

industries even today, when design culture

situations in which knowledge of design

dif ferent. O f cour se, there wa s also

has reached maturity. This is because I

history would be useful in some way as a

discussion about the fact that it had won the

believe that the main agent of design has

background to the screening. For example,

GRAND AWARD in the past. In this yearʼsshifted from being makers to users in

the form of a product may refer to a styleaward, its design quality was evaluatedrecent years. In this day and age, the act

that was popular at a particular time, or it

highly. Given that people are moving awayof choosing and using goods and services

may be influenced by a certain movement.

from objects lately, the enthusiasm withfrom the perspective of the SDGs requires a

Of course, I occasionally saw such conver-which the judges said, “Revamping theproactive stance, and a great responsibility

sations between the judges, but I do not

Priusʼs former image, it is so overwhelminglyis placed on the users. It goes without saying

think there was any aspect that greatly

cool that it makes you want it” left a deepthat the awareness and actions of the users

affected the screening. What I found more

impression.

who generate the demand for design have ainteresting was that the past discussed by

Design changes along with our lives andgreat influence on society and life. Given thethe judges was five or 10 years ago, not sovalues, which change from day to day.

growing interest in design research and thefar removed from the present. In other words,

However, these changes are sometimes

importance of user-based design, it is clear

the accumulation of the past which had not

subtle and difficult to capture at the time.

that design is becoming more user-driven.

yet become “history,” or the “fixed point

Through fixed point observation, by conti-

We were particularly conscious of this duringobservation,” often acted as an importantnuing to look at something while being aware

this screening when school satchels and hairreference point in the screening.

of changes, we can notice things that cannot

removal machines were being discussed.

One particularly memorable example ofbe understood just at a particular time.

making use of consideration from the standpoint of “fixed point observation” during thescreening was Toyota Motor Corporationʼs
Prius. It was selected as a candidate for thisThe reason for the existence of these products is preconceived notions and values,

For whom should theGOOD DESIGN AWARD
be a fixed point observation?

yearʼs GOOD DESIGN GRAND AWARD, butsuch as “school bags in elementary school
are satchels” and “it is better not to havebody hair.” There were many judges, including
myself, who felt that there was somethingin fact, it first won an award at the GOOD

The amount of valuable data that the GOOD

wrong with this. However, if we think about it,

DESIGN AWARD in 1998. At that time, it was

DESIGN AWARD has obtained so far is vast.

design changes in response as users breakawarded a prize in the ECOLOGY DESIGNAt present, the official website provides a

free from these chains and develop a new

PRIZE category. It then won the GRAND

database of information on past screenings

consciousness. Of course, the opposite can

AWARD for the first time in 2003. It was（see “Learn : About Award”）and provides analso be true. Breakthroughs occur when therecognized not only from an ecologicaloverview of the activities to date.

minds of the maker and the user resonate,perspective but also for its high design

On the other hand, what bothered me wasand both are unafraid to change or have thequality. It went on to win a GOOD DESIGN

that this content was mainly directed atcourage to try new things. This is true not

AWARD in 2009, 2011, and 2016. If you readthe makers. Cer tainly, designers andonly in product development but also in all

the comments from the screenings, you

manufacturers can contribute to making

areas of design, including that of policy or

can see which points received recognition

peopleʼs lives, industries, and society moresocial institutions.

at the time of each award, and if you lookwell-off, as the GOOD DESIGN AWARD aims

One of the proposals we are putting for-at them in chronological order, the meaning

to do, by creating better designs. However,ward this year is the need to expand theof this yearʼs award to the Prius stands out

it feels a little odd that the parameters offunctionality of the GOOD DESIGN AWARD
as a think tank, and from now on, we will
be called to provide helpful analysis andresearch to users as well as makers. In orderto create a richer cycle of design activity, I
believe it is important to proactively engage
users in discussions about “good design,”
rather than simply positioning them aspeople who refer to “good design.” To thisend, rethinking the way in which the GOOD
DESIGN AWARD carries out fixed point
observation will surely make it possible toshed new light on the direction in which
design should aim.

Focused Issues Researcher’s Eye

23

We SHOULD NOT solve those social issues

Fitter. Over time, he traveled with team

Yutaka Nakamura

than 30,000 nursing homes nationwide. As

members from around the country to morethey did so, their counterparts changed theirattitude, and a rapport formed.

Therapeutic designprior criminal record. 4

Automobile manufacturers will reconsider

The fact that therapeutic communities, suchdaily life in aging communities and, rather“Repairing rather than producing,” several

as the Oneness Foundation, have exhibited atthan their traditional role of producing andphilosophers have held that the essential

the GOOD DESIGN AWARD this year reflects

selling automobiles, will avoid duplicating use

function of law is violence.1 Therefore, thethe current of the times. Hopefully, this awardof the nursing care vehicles owned by eachlaw can bind, restrain, and in some cases

will encourage more interest in therapeutic

company, and reduce the burden on frontline

even kill bodies within the scope to which

communities, therapeutic jurisprudence, andstaff by cutting down their transportation

it applies. Even if the word “violence” goes

restorative justice. The modern way of “solving

work. Instead of creating something new, they

too far, we can at least say that the law isproblems,” retaliation for crimes according towill think how to modify and recombine what

not just a collection of writings, but a social

the law, was itself designed, but the time has

already exists in each region to create a moreforce that drives certain actions and hascome to reconsider it. 5

suitable transportation service framework.

consequences. But the consequences, theDesign, which intervenes in reality, is also,This is a proposal for a new mobility service

proof of the pudding, are not always happy

like law, called not only to solve immediatethat takes into consideration present and2ones. Instead of being redeemed and healed

problems in the short term, but also to

future societies, and it can be termedby the law, there are people who are hurt

exercise imaginative power to the extent ofa therapeutic design for the successful

further. The reality is that no one is happy,

its ability and to gain a new understanding

circulation of individual resources.

including victims, perpetrators, familiesof problems, leading to their treatment andon both sides, and their communities andrecovery. Rather than creating somethingsocieties. Restorative justice, therapeutic

new, this design looks again at what we haveRe-listening to the vernacularjurisprudence, and the therapeutic commu-

and restores, regenerates, and circulates this.

Listening is an important keyword whennity, among others, are attempts to remedy

Goissho, a welfare and nursing care shared

thinking about therapeutic design. 7 Under

that situation.

transportation service provided by auto-

the globalization of today, nearly all of

The Oneness Foundationʼs efforts for people

mobile manufacturer Daihatsu, started

humanity is encouraged to compete underto “start new lives” are not “solutions” to social

when the person in charge, Jinya Okamoto,standards set by those who are superior in

3

issues, such as crime or problematic behavior,

set foot in the field of welfare and nursing

terms of political and economic power. In

in the simplest sense of that term. Rather, theycare. At first, he thought he could turn thesuch a society, it is more necessary thanare a process of “healing co-design” in whichprospects which would emerge fromever to pause and reexamine the framework

issues are considered and redefined together.

marketing activities into a model, but afterof the field in which we enter in a “slower,

Those who accompany the process discern

three months of visiting 500 or 600 nursing

deeper, softer” way, exploring the potential

suffering and a feeling that living is hard,homes, he realized that the response was notof “the other/non-human beings” whichthings which are difficult even for the person

great. Maybe selling cars was not what theyessentially enable us and our survival, andin question to grasp, behind statements suchshould be doing. After all, after achieving theto re-listen to the currents of history andas “This is so boring!” or “Die!” or actions such

immediate sales goals, what would comeculture inherent in each individual. 8 At

as breaking things or immediately striking out

next? First of all, you surely need to becomethat time, humanity will no longer be theat the other person, trying to hurt them. And

someone to whom people want to listen. 6

sole agent of design. Non-human beings,

it is important to have someone by their side

He made a fresh start based on thesemountains, rivers, plants, trees, fungi, viruses,

who can deeply and gently to take on the pain

questions, listening intently to the stories

rocks, minerals ... all things, and the changes

and sometimes violent words and actions ofof nursing care providers and the elderly,in them, will surely become agents of design.

others precisely because they themselves

studying more deeply about the hitherto

Tainan Cityʼs “One Thousand Names of Zeng-

have found living hard and, in some cases,

unknown domain of nursing care, andwen River, 2022 Mattauw Earth Triennial”

have experienced starting new lives with aobtaining a certification as a Class 2 Care-is highly suggestive in this regard. In 2019,

1：Walter Benjamin（trans. by Edmund Jephcott）, 1996（1921）, “Critique of Violence,” in Selected Writings, vol. 1, pp. 236-252. Cambridge, Mass.：Belknap Press；Jacques Derrida（translated by Mary Quaintance）, “Force of Law：The ʻMystical
Foundation of Authority,ʼ ” in David Gray Carlson, Drucilla Cornell, and Michel Rosenfeld eds., Deconstruction and the Possibility of Justice, Routledge: New York, 1992. 2：David B. Wexler, “Therapeutic Jurisprudence and Its Application to
Criminal Justice Research and Development.” Arizona Legal Studies（Discussion Paper）, vol. No.10-20, Nov. 2010, https://papers.ssrn.com/abstract=1628804. 3：Restorative justice and therapeutic jurisprudence are defined as having different
origins, despite sharing commonalities. For restorative justice, see, for example, the following: Howard Zehr, Changing Lenses: Restorative Justice for Our Times. MennoMedia, Inc., 2015；Howard Zehr, The Little Book of Restorative Justice：
Revised and Updated, Simon and Schuster, 2015；John Braithwaite, “Principles of Restorative Justice.” Restorative Justice and Criminal Justice：Competing or Reconcilable Paradigms?, Andrew von Hirsch, Julian Roberts, Anthony E. Bottoms,
Kent Roach and Mara Schiff eds, Hart Publishing：Oxford., 2003, pp. 1–20. For therapeutic jurisprudence, see the following：John Braithwaite, “lRestorative Justice and Therapeutic Jurisprudence.” CRIMINAL LAW BULLETIN-BOSTON-, 2002,
https://heinonline.org/hol-cgi-bin/get_ pdf.cgi?handle=hein.journals/cmlwbl38&section=20; Michael L. Perlin, “What Is Therapeutic Jurisprudence,” NYL Sch. J. Hum. Rts., vol. 10, 1992, p. 623；David Wexler, “Therapeutic Jurisprudence：An
Overview.” TM Cooley L. Rev., vol. 17, 2000, p. 125；David Wexler and Bruce J. Winick, Law in a Therapeutic Key：Developments in Therapeutic Jurisprudence, Carolina Academic Press, 1996. For the therapeutic community, see the following:
Kaori Sakagami, Prison Circles, Iwanami Shoten, 2022［in Japanese］；Kaori Sakagami, Lifers, Misuzu Shobo, 2012［in Japanese］. 4：From an interview with Hiroki Ito, Takayuki Miyake, and Daiki Miyazawa of the Oneness Foundation（December

24

Focused Issues Researcher’s Eye

Gong Jow-jiun, who was approached by theare European in origin.10 However, Gong is not“making soil healthy” after it has been polluted

Tainan City organizer for advice about holding

planning the festival based on concepts, but

and made unhealthy by human hands, is also

an art festival, began fieldwork with tworather revolving the concepts within the local

highly clinical. It was his daughter, Satoko

graduate students, practically without pay.

context. In the first place, the background

Kanazawa, who wanted to put his knowledge

They focused on the river flowing through thebehind those concepts is far from being

to wider use. Through their collaboration, thecity. Although everyone knows the existence

original Western thinking. Even before thepair created a compost that can be put onof this native river, most people do not know

so-called “ontological turn” was discussed,

the dining table and is safe for small children

much about it. Gong himself said that he did

the idea of autonomous associations of non-to touch with their bare hands by blending

not even know where this river, which he had

teleological people and non-humans alreadynatural ingredients using their own recipe. 11

seen since his childhood, originated. After

existed, and the idea of allowing agency to

Although it apparently depends on the place,discussions, they begin fieldwork in the river

non-humans also already existed.

it takes between 100 and 1,000 years tobasin, which spanned 138 km.

Those who have listened carefully to themake 1 cm of soil. Humanity will regenerate

When they climbed to the riverʼs origin andexistence of more than humans, who dowhat humanity has broken with the help

discovered that the Tsou indigenous people

not necessarily enter the visual sphereof non-humans. A lot of the things termed

living in the upper reaches belonged to a

immediately, may be researchers who haveregenerative design in recent years will be

hunting culture, they asked hunters to guideconfronted multi-species life activities.

positioned as attempts to do this. At theirthem, climbing mountains and streams,

The organic fertilizer “Soil Yakuzen” andcore is the accumulation of years of steadysearching for paths, seeking the indigenous

the “compost system local production forand innovative research（listening）. None“names.” They then turned these into a map.

local consumption” from the Kanazawa

o f the ex a mple s we have lo oke d a t

After three summer vacations, he enlisted

Bio laboratory are a biofertilizer and aabove star ted with solving problems

the help of 10 elementary schools in themechanism for soil improvement that havequickly and diligently. Not only does solving

river basin and set out on fieldwork with the

been established based on the accumulation

super ficial problems not bring about

elementary school students. He wrote articlesof research requiring an enormous amount offundamental solutions, but it can also leadabout their questions, had these edited andtime and energy.

to more serious situations. Instead, these

designed, and compiled them into the Little

Shinjiro Kanazawa, a researcher specializing

examples began by taking a closer look atThings Newspaper. In addition to recognizing

in soil microorganisms and soil biochemistry,the events behind the problems, listening

the right to life / agency of all humans andventures out into the field and travels here andcarefully, and accepting them anew on a

non-humans（eels that had disappeared,

there through forests, fields, and meadows to

deep level. What is in question is the couragestones and river sand, dams and floods,

collect, examine, and accumulate knowledge

to pause before the solution and reconsider

plants and river fish, etc.）that existed in theabout soil. This research, which calls forthe “problem.”river basin, “parliaments of things,” in which
advocates were chosen and participants
listened to each otherʼs voices, were also
held at several locations. In addition, theresearch, workshops, events, and the everchanging environment of the river basin were
all recorded with the help of photographers,
and those who saw them also began toparticipate. This Eco Art Festival is the fruitionof many layers of points discovered throughmultiple projects folded one on top of theother, like meshwork. 9
Partly because Gongʼs academic background is French philosophy and thought,
many of the concepts themselves, such as“meshwork” and “the parliament of things,”

15, 2023）. 5：Law can be considered a kind of design in the first place. Tasuku Mizuno “Legal design” Film Art Inc., 2017. 6：From an interview with Jinya Okamoto of Daihatsu Motor Co., Ltd. You can also read about the background to
Goisshoʼs development on the following websites：https://caresul-kaigo.jp/column/articles/31314/（last viewed January 6, 2024）https://www.minnanokaigo.com/news/visionary/no69/（last viewed January 6, 2024）https://project.nikkeibp.
co.jp/behealth/atcl/feature/00003/011100262/（last viewed January 6, 2024）7：There are many books on listening and dialog practices, including a variety of listening programs, open dialogs, and encounter groups. However, we refer here to
the following literature as a theoretical basis：Alberto Melucci, The Playing Self：Person and Meaning in the Planetary Society, Cambridge University Press, 1996；Michinobu Niihara, Journey to the Boundary Domain：A Sociological Quest fromthe Capez Otsuki Shoten, 2007［in Japanese］；Kiyokazu Washida, The Power of Listening：A Clinical Philosophy, Hankyu Communications, 1999［in Japanese］. 8：The “slower, deeper, softer” attitude towards things comes from Alexander
Langer, who was involved in peace and environmental activities, and was later taken up by sociologists Alberto Merler and Michinobu Niihara. For example, see the following discussion：https://sociology.r.chuo-u.ac.jp/blog/detail/270 9：Froman interview with Gong Jow-jiun（December 7, 2023）. See also the following website：https://www.g-mark.org/gallery/winners/19930（last viewed January 6, 2024）10：Meshwork is a concept introduced by Tim Ingold as a contrast to networks.
The parliament of things comes from Bruno Latour. Tim Ingold, Lines：A Brief History, Routledge, 2007；Bruno Latour, We Have Never Been Modern, Harvard University Press, 2012. 11：From an interview with Shinjiro Kanazawa and Satoko
Kanazawa（December 22, 2023）.

Focused Issues Researcher’s Eye

25

Why every new business should aim
for the GOOD DESIGN AWARD

advanced design review（ADR）, a workshop

Aki Hayashi

concepts of future home appliances, madeconducted by the design depar tmentof Panasonic to discuss designs anda presentation to the management team andinitiated the launch of the project.
Bessho looked back on the three key points

How businesses can fleefrom the lost 30 years

aware of several themes that have a decisivethat allowed them to bring innovation to a

influence on Japanʼs future：how to produce

mature product category of shaver.

seeds of innovation, make the seeds sprout
Japanese companies were once globally

without dying, and grow the sprouts andcompetitive in various industries andmake them bloom, as well as how to reformquo

dominated market capitalization rankings.

organizations to make these happen.

In the matured market for shavers where

1. Skeptical attitude toward the status

However, around the collapse of the bubble

Will Japan or the Japanese economy keepcompanies compete only for shaving

economy, the Japanese economy started

on losing?

performance, creating a vision for theto shrink and continued to stagnate. Then, a

No. I believe I saw a ray of hope while review-f u tur e wa s dif f icul t. Me a nwhile, thelong slumber called the lost 30 years began.

ing a series of screening processes and

COVID-19 pandemic began, and people

There has been a lack of cultivation of

having a talk with judges and award winners

spent more time at home. This changed

new competitive industries, and delays inin 2023.

public awareness about health and beauty.
We set our base concept of “creating

digitalization and low efficiency have been
pointed out.

new experiences starting from scratch”

Innovative shavers
created by historic giant

focusing on the change of values.

for Management Development（IMD）,

Daring design with no handle. A smooth,The daring idea of eliminating even a grip

According to the 2023 World Competitiveness Ranking by the International Institute

2. Subtraction mindset

Japan marked a new low of 35th among 64

round, earbuds-case-size shaver. Electric

was derived by thoroughly subtracting

countries and regions. Japanʼs nominal GDP

shaver Panasonic Lamdash PALM IN was

all frills other than the reliable five-bladein 2023 is expected to slip to fourth in theawarded the GOOD DESIGN GOLD AWARD

spec and small, powerful linear motor. By

world, to be overtaken by Germany, afterin 2023 for its sophisticated stone-like texture

reviewing the number of parts and materials,

the U.S. and China, ranking first and second,that reduces the gadget feel, great portability,

we successfully reduced the environmental

respectively.

interior friendliness, and the compact design

impact and kept all functions in a palm-sized

Many observers have pointed out thatwith high functionality. In late December

form without losing shaving performance.

Japanese corporate giants, which lead

2023, it became a big hit as a Christmas gift,

We also produced a new experience value

the countryʼs economy, lack in innovation.

reshaping peopleʼs understanding of shavers.

of intuitive shaving as if communicating

Their risk-averse mindset and inflexible

How did Panasonic, a long-establishedwith the skin. It is difficult for historic giants

organizational culture and personnel systems

shaver manufacturer, produce this innovative

to work on innovation, which sometimes

hinder cultivation of innovative endeavor,

product? I interviewed Ushio Bessho ofmeans denying their past glories. “Why didcausing Japanʼs economic stagnation. This

Design Center, Living Products Innovation

we choose this design?” “Can it really sell?”phenomenon is called “big company disease.”

Division, Living Appliances and Solutions

I imagine they have faced many questions

I myself am a member of an organization andCompany, Panasonic Corporation.

and concerns.

have many occasions to interview corporate

The project to commercialize the product3. Will to question the public

executives. Through my work, I have becomecommenced in the beginning of 2021. The

Bessho recalled that they could breakthrough the internal and external barriers
before commercialization because all thedesigners, including Bessho, held firm intheir decision to promote this product to the
public.
For example, the design department plannedand conducted user surveys to interview
lifestyle-conscious users directly. The
designers became convinced of successwhen they saw users holding the shaver intheir hands as they pleased and commented,

26

Focused Issues Researcher’s Eye

“This can be used in this way” or “I want to

DESIGN AWARD” from several perspectives.

keep this shaver in a place like this” without
being asked.

As can be seen from the proposal for

The success of this item is backed by Pana-

the Start-up Agency, interest in innovation

sonic Groupʼs design management practicecreation is growing nationwide. On the

project. Under a design philosophy “Futureother hand, it is still a work in progress for

Craft”,designers are looking to explore design

companies, including big corporations.

for the future. I can sense their strong will

Facilitating new businesses, both in quality

and intention, “We want to break barriers andand quantity, is a top priority for the revival

make a stir.”of the Japanese economy and Japanese

Organizational change happens when two

companies.

different movements of top-down andOrganizations often generate psychologicalbottom-up meet. This product demonstrates

effects, such as status quo bias, andthat corporate giant Panasonic is undergoing

repression, such as hitting the nail that sticks

organizational innovation at this moment.

out. As a result, it may become hard topromote endeavors for new businesses and

KOEL Design Studioby NTT Communications
There was another case that showed a sign

domains and evaluate the future value andimpact of such endeavors. In such a situation,
by receiving awards or being recognizeddesigners, pursue “good,” or the GOOD

by other bodies, companies may be able

DESIGN AWARD.

of the transformation of big companies.

to change the direction of their businesses,“Good” for each society, company（organi-

NTT Communications received the 2023

make bold investments, or make otherzation,）and person used to belong to different

GOOD DESIGN AWARD for the work ofdecisions more easily.

KOEL Design Studio, which was establisheddomains and directions. However, they have

Judges from diverse backgrounds in design

become closer to each other just like a Venn

in 2020. They work on promoting design

work through the GOOD DESIGN AWARD

diagram through changes in social conditions

throughout the company and introducing

screening process to determine the goodand values. I also feel that the overlapping

design processes into their services.

for customers, society, and the future. If an

areas have become larger.

Furthermore, two projects involving KOEL

award is granted, the business or productThis trend was clearly shown in Social Good

were also recognized：an individual training

itself can be taken to a higher level.

Market “Kuradashi,” the 2023 GOOD DESIGN

support “hitoe®” that connects a wearable

People in charge of new projects andGOLD AWARD winner. Kuradashi is a service

device and a smartphone app to record

draf ters tend to feel isolated. Internalthat helps consumers to purchase short-

exercise history, and a booking service

assessment on their work may fluctuate, anddated food products at reasonable prices“droppin®,” which allows users to search andthere also is a risk of resignation. In order toto reduce food loss. Users can purchasereserve workspaces.

motivate and encourage innovation talent,discounted products and contribute to society

The work by KOEL was valued from two

which will become increasingly important inas their own business.

different angles. First is the impact of thethe future, applying for and winning awards

By advancing such all-round good designs

launch of a design organization in the “public

will keep them taking on challenges andthat benefit society, companies, and indi-

x design” domain by a highly public company

support them.

viduals, we may be able to change society for

There is no need to hesitate just because

Looking at the overall 2023 entries and win-like NTT Group. Second is the impact of
incubating and spreading a design mind-set

the better. I also sensed such signs.

from inside throughout the giant company.

you know little about design. I would likeners, many candidates focused on diverse

This may indicate that Japanese corporate

everyone to start from reviewing past award-

issues, such as global environment, sustain-

giants have finally started to engage in drastic

winning products from the perspective of

ability, disaster prevention, and health care.

organizational reforms and innovation throughbusiness development and find some tips orBut I also realized that there are many moredesign. It would be a waste if this groundbreakthroughs. Business people, why donʼt

unaddressed challenges. Being behind in

swell was limited to design departments

you consider applying for the GOOD DESIGN

addressing issues, such as gender gap,

and designers.

AWARD?

suicide rate, poverty, discrimination, bullying,mental health, declining voter turnout, andBusiness people should aspireto the GOOD DESIGN AWARD

Good design for
unaddressed issues

fake news, Japan is said to be an advanced
country filled with issues. I am hopeful that
there is potential for good design in the future,

Now, I will explain the title of this article, “WhyI also believe that society as a whole will

especially regarding yet-to-be-addressed

every new business should aim for the GOOD

be improved if all business people, not justissues.

Focused Issues Researcher’s Eye27

Outlook By Directors
Seiichi Saito × Jin Kuramoto × Yuko Nagayama

A wish for a design “credo”
that anyone can start

Beyond the dualism ofobjects and ideas
─ “Design with Outcomes” was set as the“outcome” for the theme was a good idea. In

good direction is a point that has started torecent years, the design industry has been

be recognized as the value of design andtalking about “vision” and “purpose,” but thedesigners in recent years. This is precisely

term “outcome” is still unfamiliar. I think this

why the 2023 GOOD DESIGN AWARD shines

theme of the 2023 GOOD DESIGN AWARD.

term, which tugs at your attention somehow,

a spotlight on award-winning works created

What signs of the future did you notice as thehas given the judges and applicants a chance

as a result of the “organic” movement of

three of you looked at the winning designs

to stop and think. As a result, I think we“brave” people in large organizations, and it

as Chairperson and Vice Chairperson, andhave expanded our perspective beyond thehas come to fruition in the theme of “Brave

Focused Issues Director?

conventional dualism of objects versus ideas.

Attitude, Organic Design” set for the 2023

Saito Objects are surrounded by ideas, andNagayama The number of award-winning

Focused Issues.

ideas are surrounded by objects. The word

designs that do not focus on either objects“outcome” was intended not to describe theor ideas, but rather include both, seems to bedualism between the design of objects andincreasing. I feel that the designs of objects

A more widely shared,
more multifaceted perspective

ideas, but rather with the intent of evaluating

and ideas are mixing well.

a design idea right through from its inception

Even in my field of architecture, the recognition─ As you look at this yearʼs entries andto its output, as far as possible. Now that thethat it is not enough to judge whether awinners, are there any issues that emerge forscreening is over, I am confident that we were

design is good or bad by the tangible aspect,

the future?

able to move ahead with it by considering

the building, has recently become common

Saito I think it became apparent that there

not just a single object or idea in isolation,

sense. We understand that the intangiblemight be a slight discrepancy between

but rather together with the ideas or objects

aspect of the slightly earlier stages and thethe ideas of “outcome” as understood bygenerated around it.

backstory which does not take on a tangible

different people. For example, when it comes

And for those who applied, I believe that it

form are also very important, and both as-

to materials, different designers and domains

was an opportunity to broaden the definitions

pects are inseparable halves of the issue.

focus on different ones. While these may be

and ranges of “design” which they held. For

I felt that signs were appearing of the growing

the correct answers for each of them, thisexample, if you made an application for anawareness of society as a whole that theraises the question of whether the format

item of furniture, we asked that you explain

beauty and attractiveness of the visible

should be made somewhat uniform when

not only the design of the furniture itself but

object is not all that matters. We have got into

we look at the overall picture. There arealso the background to the materials and thethe habit of understanding the visible object

often differences in the range of outcomesstory of the craft. I have a feeling that bothalongside the story behind it, and society is

as understood in different domains, which

the applicants and the judges have deepened

now able to accept things that combine theis exactly why I included the perspective of

their understanding of its appeal and of thebest of both worlds.

“Innovation for ʻRulesʼ and ʻNormsʼ” in our

background.

Kuramoto I also think that this way of looking

proposal in order to bring us onto the same

Kuramoto I think that choosing the word

at things from multiple angles to set out a

page.

28

Outlook By Directors

Nagayama I agree with that point；however,of our gaze. Issues that tend to be lumped

initiatives emerge, society as a whole shouldon the other hand, it bothered me that there

together as “social issues” differ depending

become more creative. We at the GOOD

were cases in which people conformedon the region, the parties involved, and the

DESIGN AWARD also intend to pay attention

without thinking, believing that “If we do this,situation. I believe that various industries,

to these.

itʼll give us the correct answer.” For example,

organizations, and designers must face each─ It would be great if this report, which

they call things “environmentally friendly”

of these issues one by one.

summarizes the results obtained throughjust because they have to, and there is no

I would like the GOOD DESIGN AWARD, too,

the Focused Issues into a single proposal,

substantive discussion about the impact of

to further support those who are confronting

became the first step towards realizing thisclimate change on the global environment.

this type of small issue with a “Brave Attitude,

vision.

If we devote a strange amount of energy toOrganic Design” and generating “outcomes”

Saito I am confident that in addition to

non-essential areas as a result, I think thatwhich transcend the dualism between objects

examining and contextualizing the trends andthis is putting the cart before the horse.

and ideas.

signs that emerged during the screening, we

So, I think we need to look at things from a

Nagayama In the 2023 GOOD DESIGN

were able to put together a concrete action

more multifaceted perspective. When looking

AWARD, there were already cases in which

plan. It would make me happy if you kept it inat the totality of the situation, is it really

each of those involved shared ideas about

your head like a kind of “credo”（values anddesirable to use or reuse materials that are

the scope of what they could do to tackle

code of conduct on which corporate activities

considered “environmentally friendly”? Theredetailed issues, or in which people wereare based）for design.

have been plenty of cases in which I felt wetaking forward small initiatives locally. The

Nagayama Rather than taking up detailed

needed to listen to and discuss opinions fromjudges also looked very closely at theseissues one by one, this proposal instead laysa wider variety of people when designing, on

initiatives, which I thought was a very goodout a fundamental approach to design. I think

the assumption that there were many parts

thing.

that the result is something which will bethat we could not see solely from our own

I hope that more and more initiatives witheasily understood not only by people working

perspective.

such a high degree of resolution and attention

in the design field but also by those around

Kuramoto In the sense of a multifaceted

to detail will appear in the future. The GOOD

them.

approach, I felt that we could bring together

DESIGN AWARD should also be sure to pick

Kuramoto It would be good if it served as

more colorful opinions and viewpoints if

these up.

one opportunity to make it easier for many

there were more submissions from various

Kuramoto Looking at this yearʼs winners, I felt

people to understand design. I hope thatcountries for the GOOD DESIGN AWARD.

that more and more initiatives to improve theimplementing this action plan itself will be a

For example, when I think about materials

design of systems and programs themselves

design initiative that anyone can start.

and investigate various aspects, I strongly

were appearing. As more and more suchfeel that the perspective of regionality is very
important and that we need to think about
how to utilize materials that can be madein each region from a global perspective. If
we understand the GOOD DESIGN AWARD
to be a place where a kind of collective
wisdom and intelligence can come together,
it is necessary to attract applications from awider range of countries, I think.

A wish for a design “credo”
that anyone can start─ Bearing the 2023 screening in mind,
what is your message for or your outlook on
the design industry and society as a whole in2024?
Saito I believe that we are all already able
to confront the big issues that the designindustry and Japanese society need to facewith a shared consciousness. However, I alsofeel that we will need to face smaller issues
going forward and to increase the resolution

Outlook By Directors

29

Designer：BAUM LTD. / BAUM CPH ApS

Photographer：Shunsuke Imai（Excluding provided photos） Project Manager：Aya Takebe

Editor：Masaki Koike, Kazuyuki Koyama（designing） Publisher：Japan Institute of Design Promotion