Koji Yanai5:59
Thank you for the introduction. It's a pleasure to be here, and I'm so happy to introduce my project to you guys. Today, my presentation consists of two parts: one is the inspiration of myself, and the other one is what I learned from this project. I hope you could enjoy my presentation. At the beginning, I'd like to play one video.
[Video: 'Yes I Can' — Channel 4 Paralympics campaign video plays] I watched this video in 2016. I was so shocked and also very much inspired by this movie, and then I realized my feeling that I want to do something for the Paralympic Games—not Olympic Games. That's the first inspiration of myself for this project. And also, I clearly remember another thing as a significant inspirational moment. This picture shows one scene of the Japanese team's pitch in the competition to host the 2020 Olympic Games and Paralympic Games. The Japanese team used "omotenashi" as one of the killer phrases of their presentations when they won the pitch. Many times omotenashi is translated into 'Japanese hospitality.' Yes, it is correct, but I believe omotenashi is more than just a spirit of hospitality.
Omotenashi has its own roots in the Japanese tea ceremony culture, and many diversified meanings are inside this one word. In my own definition, one of the characteristic features of omotenashi is that it is unnoticeable and not charged as a service fee—free of charge. That's why many cases of omotenashi gestures cannot be recognized even if I am facing it right now. They are basically included in the services, hidden under many veils, not standardized or templated. Omotenashi gestures are always tailor-made depending on guests, therefore they don't need to make loud gestures and they are very rarely recognized. But we are so impressed and so moved by gestures when we can recognize them. I'm sure this is Japan's unique culture. That's why I'm so excited about how we could show our spirit of omotenashi to the world. When I saw this presentation, I felt: wow—as a country, Japan promised we will show the best hospitality spirit in the world through the 2020 Games. I was so proud such an ambitious promise came out from Japan.
This is Shingo Kunieda. Maybe some of you know him. He is the best wheelchair tennis player in the world. He won more Grand Slam titles than Roger Federer. He is a kind of living legend. Also, he is UNIQLO's first global brand ambassador. So I had the opportunity to have a conversation with him—that was in 2016 as well. Of course, the topic was the 2020 Paralympic Games. No doubt, Shingo was so excited about the Paralympic Games, but he was also worried about the city of Tokyo itself, because Tokyo is not truly friendly for people with disabilities—even less so for non-Japanese people. Even Shingo—he struggles to go onto the platform of the train station and tube stations.
So I was so disappointed and shocked when I heard Shingo's reactions and his concerns about the city of Tokyo. But at the same time, it was an eye-opening moment for me because I realized that people with disabilities can have the opposite point of view compared to me. Their angle on these issues can be totally different from mine and so deeply connected to their everyday life. Through these experiences, I realized my own emotions. As a Japanese person, I would like to show my own omotenashi spirits to the world. Also, I felt it might be interesting if I could create an opportunity or experience for people from the perspective of a disabled person. If I could make people think or experience such an aha moment like I did, it would be a good way for them to find dialectical solutions to other essential issues of living.
It's easy to imagine that there are so many facilities not accessible for disabled people. That's why I thought if I could make something special that's only for disabled people, and create emotions or moments for many people that would cause them to envy disabled people—it would be interesting. Something luxurious, beautiful, prestigious, and premium, but only disabled people can use it. I wanted to make such unusual facilities in Tokyo. I planned and proposed many ideas to build shops, sports gyms, restaurants, and tried to start TV series or movies. I contacted many people and companies to do that. However, one day, I remembered my father's quote. It was a turning point for this project: 'Specialness is nice to have, but what's more important is being made for all.'
This idea of 'made for all' is the core philosophy of the UNIQLO brand. We are creating something for all people, regardless of race, gender, sexuality, nationality, religion, age, politics, or disabilities. This is the very core of UNIQLO, and that's why we call our clothing 'LifeWear'—creating something to solve life's needs goes beyond just clothing. It's something the company addresses on a daily basis. So I thought, why not do the same for my project? When I remembered my father's quote, I remembered how open he is to everyone, and I felt that making facilities only for disabled people might be a form of discrimination. So I changed my plans totally and tried to find a way forward with the concept that it doesn't matter if the person is disabled or not. I wanted to tell people that we are all the same in the sense that we are all different.
When we are in a super busy moment, maybe sometimes we can miss lunch or dinner, or we cannot sleep one night. But there are no days when we don't go to the toilet. So I thought, why not do the same for public toilets? I decided to make this project to cause a change in the body of society by putting the world's highest level of creativity into the most fundamental activities that humans must perform as long as we are human. I also had confidence—in fact, the Japanese toilet quality is by far the best in the world. Maybe some of you guys know it. That's why I launched this project, and I contacted these creators one by one. I did everything to contact them—sending emails, phone calls, writing letters, knocking on their offices. This process was so interesting and inspiring for me. I really enjoyed the conversation with these creators.
Regarding the selection of the creators, from the beginning I decided I would not only invite architects. I felt strongly that I needed to invite and collaborate with creators from beyond just architecture. That's why I invited product designers, fashion designers, interior designers, creative directors, and university professors. I believe attacking the issues from multiple angles is one of the key success factors of problem-solving. And that is why it is a particular honor for me today to share this story with the Harvard GSD members.
Here are a few pictures of the toilets. This is Shigeru Ban's toilet, in a park. He used recycled wood to show his expertise and a sustainability mind. I clearly remember the day of his presentation—he came to our office and made a great presentation, and he showed a super expensive budget to me. When I received that offer from the genius architect, my answer was: of course, yes. He built five toilets in one park, and he also made toilets only for children as well. The second one—this is Fumihiko Maki's toilet, also built in a park well known for its red octopus slides. His inspiration for the toilet is also this octopus. When I met him and asked why he made this design, he said, 'Hey Koji-san, this park is very famous for the red octopus, that's why I designed the roof of the toilet like a white squid.' He has a great sensitivity for humor—I like him very much. This shape looks like a white squid, so please come to Japan and see this roof.
This is Nendo's toilet. Nendo is a product designer based in New York for more than 20 years. He used red as a signature color of this toilet. His inspiration comes from Japanese traditional lantern design, and he said he also uses this color as a kind of alarm color to deter criminals. That way of thinking comes from his experience in New York. I would like to play one movie to explain my project.