"Good for the mind and body, enjoy more."

Under this concept, GOOD NATURE STATION opened on December 9 last year to propose a new “GOOD NATURE” lifestyle from Kyoto. We are developing a wide variety of products and services from kitchens and markets, restaurants, cafes, total beauty salons and hotels, including sales of organic vegetables.

POOL inc., Headed by Creative Director Toshiyuki Konishi, was responsible for the total direction, from concept branding construction to design work for this facility. This time, we returned the hands of the watch a little bit and talked to POOL inc. About the concept and the mechanism behind the GOOD NATURE STATION.

Lower the hurdle of "bio"

(From right) Creative Director Toshiyuki Konishi, Creative Director Satoshi Korenaga, Art Director Hideyuki Tanno, Copywriter Maiko Kobayashi

The GOOD NATURE STATION began to offer new lifestyles and values through the sale of products that show the faces and thoughts of producers and creators that are kind to the mind and body that are environmentally friendly. It is the origin of Be the origin of a new lifestyle new In the process of trying to build a facility, while trying and building concepts and brands, it was POOL inc., A creative agency, who decided to take part in our project.

Korenaga: "Because we worked on the concept creation, construction and interior design of" THE THOUSAND KYOTO, "a facility of the same Keihan Group that opened in January 2019, we also spoke to the project for this new facility. I'm sorry. "

Konishi: "We participated in the project a year before the opening of the facility. We had already decided to create a market for selling organic JAS vegetables, and we had already decided about a lineup of products and stores that line up the facility. However, while there are many things that are fixed, I also think that the proposal of what people in the world want to live is blurred.Surely, from stoic to casual, each person has a standard of "bio" Was vague, but just strictly based on bios, it seemed quite stoic and I could imagine that it would be taken as a high hurdle from the world. I remember telling the planners and managers that it would be better to have fun. ''

Korenaga: “We were already very particular about our own brand of cosmetics and foods, and at the same time we had a full-fledged organic vegetable market. However, in the central part of Kyoto called Shijo Kawaramachi there was a market and a hotel, so I felt that it wasn't just about building facilities, but also about making things lively. We started discussions with the POOL members to think about how to turn the wheel as a whole. ''

Decide GOOD / BAD yourself

As discussions continued to lay the foundation for a facility that disseminates new lifestyles and values, the common understanding within POOL from the beginning was that "the bio that endures will not spread."

Kobayashi: “In participating in this project, we interviewed dozens of field staff, including CEO Yoshifumi Kato of Keihan Holdings. After hearing various stories, this time we launched a commercial facility and brand. Rather, I felt that I wanted to create a business that will lead the Keihan Group's future, not a project that can be realized in six months or a year, but a responsibility that has to permeate the vision of creating a new lifestyle. That's why I started thinking about the concept of a bio that can't be endured and enjoyed so that everyone can come in happily, rather than a stoic, hard-to-reach traditional orthodox bio. "

Konishi: "There are places where bio is accepted in bio, and I think that's fine if you like it, but if you can only swallow it, this facility is difficult, a bit more casual, I wanted everyone to be admired, "This is good."

The word “GOOD NAUTRE”, which later became the name of the facility, emerged as an alternative word to bio from such discussions.

Konishi: "We also used the words to propose the criteria for selecting the entire facility," HELLO GOOD NATURE! GOOD-BYE BAD NATURE! ". It would be better to eliminate things that are bad for nature and humans. life anyone who wants to say that, I think that will become in the future important. So GOOD NATURE if you put a contrasting concept of .BAD NATURE I thought that the better life that let's choose the thing, gOOD or BAD or the I think it's easy to judge for yourself, because the concept is easy for everyone to understand and it doesn't make sense if you don't judge it when you act. "

Kobayashi: "I also thought it would be easier to understand what GOOD was for, so I said," Is it good for health / good for the mind / good for the local community / good for society / good for the earth " The concept has been added to the concept.It is not a bad idea to fulfill all of them, but it is better for the staff to have a yul that can be decided by the mind of each staff.If about 2 out of 5 fits OK I wonder if I can decide with my own mind. ''

Tanno: "I think it's important to be able to enter GOOD NATURE. For example, if you start working on bio such as vegan or organic, you will become more and more stoic. Since I did not want to make this new facility a niche place, I practiced epicurean (pleasure) natural because I thought it would be nice to create a word with a broad concept that is easy for anyone to participate in I arrived at the word GOOD NATURE including my suggestion to do so. ''

Creating a floor from a concept

Until then, the term “bio” was the only one that relied on the criteria for determining things and things that were ambiguous for each staff member. Under the keyword "GOOD NATURE", by asking whether it is GOOD or BAD, each and every one can select things that are believed to be smooth and have a confidence.

Korenaga: "POOL proposes the concept and design ideas as well as the act concept at the very first stage. The point is that it is a concept for the staff to think about what action to take. For example, let's make it lively like a harvest festival or shape it like a market cafeteria.Given a guide on how to want the person in charge of each floor to act in GOOD NATURE The interpretation of those words was left to each floor and staff, and we discussed and provided answers. "

Konishi: “To be honest, everyone involved in this facility development had already done a lot of good things when we joined, and there were many nice elements. I just didn't have a concept or design to go to, so I put in such easy-to-understand keywords as the act concept, such as "Let's meet a delicious story" or "Let's do something like a carnival." You can move. ''

Based on the concept of “GOOD NATURE” embodied by POOL, the pace of opening the GOOD NATURE STATION accelerated. In the next part, we will continue to approach the thoughts of POOL.

POOL inc.

https://pool-inc.net/