#Japan #Tokyo #City Development #YOMIKO #Loftwork

YOMIKO and Loftwork Collaborate on 'Machikan Sense Lab'

In an innovative endeavor, YOMIKO, a leading advertising agency in Tokyo, has joined forces with Loftwork, a design and planning company, to launch the 'Machikan Sense Lab'. This project aims to explore and evaluate the subjective feelings that residents, visitors, and workers have about their communities, addressing the unique sensations such as "something about this city is wonderful" or "I really like this place."

The Purpose of Machikan Sense Lab

The primary goal of the Machikan Sense Lab is to develop a new framework for assessing urban and public spaces through both hard elements, like architecture, parks, and streets, and soft components such as services, communities, and events. This new 'sensibility index' will be created through research conducted primarily in the western regions of Japan, with a planned prototype unveiling event at FabCafe Osaka following a survey that starts in October 2025.

Understanding the Importance of Sensibility in Urban Development

Traditionally, urban development has relied heavily on objective metrics such as population statistics, foot traffic, and duration of stay. However, there’s a growing recognition of the importance of subjective values, including comfort and well-being. Efforts to capture and quantify these more emotional aspects of urban life have been emerging, alongside initiatives like the Machikan Sense Lab, focusing not only on research but also on applying findings to actual projects aimed at enhancing city life.

For instance, measuring sensibility could serve as a valuable guideline for companies engaging in community support activities. By visualizing the often intangible value of comfort and well-being within a neighborhood, businesses can develop services and design facilities that are more attuned to local needs.

Background of the Collaboration

YOMIKO has extensive experience in urban planning and community building beyond just advertising. They have developed programs based on fieldwork to rediscover the value of places and products and have amassed significant knowledge on the concept of 'Civic Pride', which emphasizes local attachment and pride. Meanwhile, Loftwork has been deeply involved in co-creation projects focused on cities and regions, steadily examining what contributes to the comfort of urban areas.

The launch of Machikan Sense Lab marks a fusion of both companies' expertise, establishing a new arena for integrating sensibility into urban development practice.

Messages from Project Members

Minami Ozeki (YOMIKO Urban Living Research Institute / Chief Editor, Civic Pride Portal)

Through interviews across the nation, I realized many people striving for better cities often struggle with a lack of indicators to demonstrate their efforts and results, leading to unsustainable activities. This project aims to visualize the 'feelings toward the city' that people hold, using sensibility indicators. While it is a challenging task, the project aspires to create a sustainable framework for enhancing valuable activities in various locations.

Kazuto Kojima (Producer, Loftwork / Head of FabCafe Osaka)

Emotional aspects like "something feels nice" or "I really like this" are crucial measures of a city's richness, often overlooked by purely economic calculations. While developing perfect indicators is challenging, Machikan Sense Lab will strive to formulate sensibility indicators that allow diverse people to appreciate their unique prosperity, actively leveraging these in urban settings. The aim is to shed light on the unspoken emotions present within a city and co-create new values.

Stay Updated

For more details about the initiative, follow updates via FabCafe Osaka's website and social media channels.
FabCafe Osaka Website
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About YOMIKO

YOMIKO is more than just an advertising firm; they engage in a wide array of consulting areas, including digital domains and sales channels. They focus on community creation to tackle social issues with partners from various sectors, implementing the 'Civic Pride' index to visualize local pride. YOMIKO aims to continue supporting sustainable growth in business and society, striving to be a 'GAME CHANGE PARTNER.'
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