Wise Labo is a small firm, but it’s a mighty one. I think that’s the reason why our proposal resonated with the client.” We also came up with a definition of the problem that needed to be solved and a solution. Instead of just proposing a design that simply replicates the concept of the brand, we went for a concept that’s a bit more innovative. The three keywords to focus on here are local, bohemian, and industrial. “The operator said we had a good understanding of the Moxy brand, and the brand owner said they were keen to have a Moxy in Shin Umeda.
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“We made a proposal for our view of the Moxy hotel based on a consideration of what kind of area Shin Umeda is,” Sakairi says. Wise Labo is in charge of planning and designing the interior for it as well. Targeted for summer of 2020, Moxy plans to open its third hotel in Japan, Moxy Osaka Shin Umeda (provisional name) in Fukushima Ward, Osaka. “With Moxy, we want to make people in Japan familiar and comfortable with this new approach and activities in a hotel.” “Developing a place like this was something more of an experiment originally,” Sakairi says. While the concept of the space may seem familiar in Western culture, it’s relatively new to Japan where hotels are generally viewed as a special occasion. Each seat has a power socket nearby, so it’s a perfect place to drop by and charge up your phone or laptop during a break from work.”
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Even if you’re not staying at the Moxy, you’re free to visit, chill out with friends, or have a drink and unwind. “The hotel is a place where people can hang out. Moxy can be viewed as “a space for play and leisure.” “The idea is that young people can get together, drink, eat, dance, and just have fun,” Sakairi says. So we were totally free to come up with our own highly creative design for the guest experience here.” “When designing a Moxy hotel-although certain aspects are set by the brand guidelines-the communal areas on the first floor were to a large extent outside the parameters of the concept. "We walked around the hotel and carefully planned what sort of experience guests who spent a day here would want to have and considered what needed to be done to bring this about,” Sakairi says.
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Wise Labo felt that "scene setting” was especially important.