Miseiku Lab

Envisioning Future Stores Through Co-Creation

Envisioning a Store’s 10-Year Future
Creating an Advanced Research Organization

Okamura Corporation is Japan’s sole full-line manufacturer in the store environment business, providing total support for store development while keeping abreast of changes in the environment surrounding the retail industry. In this context, the “Miseiku Laboratory” was established as a research institute to create the future of stores by utilizing our accumulated experience and knowledge. We provided branding for the launch of the lab, including the brand message, visual identity, website, and pamphlet.

client : Okamura Corporation

Future Store Image: “A Forest to Meet”

Future Store Image: “Moving Town Enjoyable by Families”

The environment surrounding consumers and retailers is constantly changing along with society. Miseiku Lab captures trends in society, markets, industries, and technology to envision the 10-year future of a store. The name of the institute is a nickname that combines the japanese words “店(mise/store)行く(iku/go to)” and “店(mise/store)育(iku/growth)” in hopes that future stores can be developed through co-creation and discussions about the value of “going to the store” with people in various positions.

Visualizing Future Possibilities

Miseiku Lab seeks to envision the future of stores through “co-creation” with people from various walks of life. Our visual identity is based on the concept of future possibilities created through “co-creation” and the image of various people and societies influencing each other.

A change occurs wherever straight lines intersect in the logotype. It expresses how people and society influence each other to create a store’s future.

The main graphic, a composition of yellow and gray gradient forms, expresses the various roles of stores and their potentials. The intersecting lines and gradients of movement—not static—conveys Miseiku Lab’s drive for the challenge to develop and create the future of stores, and gives a sense of a new future.

Examing the role of stores in 10 years and the value of visiting them, we created a brand message looking towards the future. It demonstrates Miseiku Lab’s commitment to new challenges while empathizing with customers and partners.

The website discloses our mission, workflow, and research areas as a tool to better understanding of Miseiku Lab both internally and externally. The website effectively uses motion to spark excitement and to inspire imagination for the future.

The catchphrase “GOOD STORE GOOD LIFE” that runs throughout the site clearly expresses the message of Miseiku Lab. The design carries elements from the logotype to reinforce the visual identity.

Illustrations to explain the project’s research themes. Designed in conjunction with the main graphics, the minimalist forms that emerge per theme stimulates the imagination for the future.

The brochure presents the project in a compact and easy-to-understand manner, while conveying the visual identity of Miseiku Lab.

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