Understanding the Philosophy Behind L&B's Award-Winning Space Design for Expo 2025 in Kansai

The Philosophy of Design in L&B's Award-Winning Space

L&B, a renowned space design company based in Tokyo, recently gained recognition by winning the prestigious iF Design Award for their project at the 2025 Osaka-Kansai Expo, titled "One-Tsubo Hug." This award highlights their commitment to creating spaces that resonate with human emotions and contribute positively to society. The project aims to redefine comfort and safety in a public environment through innovative design principles that prioritize human interaction and serenity.

A Unified Design Process

L&B has been a pioneer in the field of spatial design, catering to a diverse range of environments—from offices and showrooms to residential and hospitality spaces. Their strength lies in their ability to capture the essence of a brand and translate it into a spatial experience. With over 1,000 projects completed, L&B has consistently been recognized for their design excellence, receiving multiple international accolades, including the esteemed iF Design Award—an award widely regarded for its rigorous evaluation criteria and its focus on outstanding design.

At the Osaka-Kansai Expo, L&B was tasked with creating a calming and cool-down room that serve as a welcoming retreat amidst the expo's bustling atmosphere. The challenge was not merely constructing an aesthetically pleasing space, but finding solutions that foster a sense of safety and relaxation for visitors from around the globe. L&B's design philosophy asserts that spaces can move people's hearts and enrich society, and this project serves as an embodiment of that belief.

The Essence of 'One-Tsubo Hug'

At the heart of L&B's work is CEO Tamaki Nanakusa’s conviction that the environment influences human behavior and emotions. The transformative power of a well-designed space can lead to changes in feelings, relationships, and even organizational culture. Thus, their design approach extends beyond mere functionality, aiming instead to create experiences that alter human actions and foster community connections.

The name "One-Tsubo Hug" implies a comforting embrace, emphasizing the intention to create a space that feels secure and inviting. In conceptualizing this area for the expo, L&B focused on crafting an experience within the constraints of a small footprint, emphasizing how proximity can foster calm rather than feel limiting.

In this limited space, the designers utilized soft lighting, carefully selected materials to minimize sensory overload, and curving forms that resonate with human physiology, promoting comfort and a sense of belonging. The goal was to make the concept of safety a lived experience instead of simply a decorative feature.

Ensuring Varied Needs are Met

Understanding that comfort is subjective, L&B emphasized the importance of creating a customizable experience in "One-Tsubo Hug." Different visitors may have different requirements—some might prefer brighter lights, while others find solace in dim environments. Some may appreciate complete tranquility, while others feel comfort with a hint of connection to the outside world. Thus, the design didn't aim for a one-size-fits-all solution but rather focused on defining the specific kind of reassurance each visitor might seek.

By concentrating on the value of "embracing comfort," L&B demonstrates their core belief that effective design should cater not just to aesthetics, but to the needs and experiences of individuals.

The Intersection of Design and Business

Emphasizing a philosophy of "Design × Management," L&B views spatial design as an investment in a company’s future rather than a mere expense. The belief that transforming spaces can change hearts and subsequently actions is intrinsic to L&B’s operational ethos. This connection ensures that the designed spaces not only fulfill functional requirements but also enhance employee morale and customer satisfaction, ultimately elevating the overall value of the business.

CEO Nanakusa emphasizes that it’s not about personal taste but about aligning design with the aspirations of businesses and their leadership. Successful projects arise from understanding the unique vision of each client and translating that into thoughtful spatial solutions.

A Step Towards a Calmer Society

The engagement at the Osaka-Kansai Expo marks just the beginning for L&B. They aspire to naturally integrate calming spaces into various social infrastructures, including train stations, airports, shopping centers, and educational facilities. L&B is committed to expanding upon this initiative, reaffirming their role in ensuring that spaces positively influence the emotional and psychological well-being of individuals in society.

In conclusion, L&B’s work signifies a dedication to creating environments that inspire tranquility and foster community—principles that remain vital as the company continues to expand its influence in the design world.

Leadership Comment

"Winning this award is a tremendous honor. In this project, we aimed to define a space that feels like being warmly embraced. We approached this by focusing on creating calming environments that resonate with inherent human instincts, using soft materials and warm colors. Our hope is that this project will pave the way for similar initiatives in various sectors of society," commented CEO Tamaki Nanakusa.

About L&B

L&B specializes in transforming corporate visions into tangible spatial experiences, underscoring the impact of design on human behavior and corporate identity. With a foundation built on the understanding that environments influence emotions, L&B meticulously crafts spaces that enhance brand value and improve user experiences.