Expanding "Upcycling" as an Alternative Approach to Environmental Solutions Through Technology × Tradition. Dentsu Lab Tokyo's "UP-CYCLING POSSIBILITY" Project (Part 2)

Dentsu Lab Tokyo, an R&D organization integrating creative research, planning, and development, is currently running the "UP-CYCLING POSSIBILITY" project. This initiative creates upcycled products by combining the traditional Japanese technique of kintsugi with technology.

We interviewed project leader Kana Nakanishi, who just wrapped up an exhibition showcasing the project's results, along with members involved in the creative work. In Part 2, we spoke with Communication Planner Koshi Hirohata and Creative Technologist Momoka Nakayama.

Technology itself is merely a means to move people's hearts

Q. First, could you tell us what kind of work Mr. Hirohata and Ms. Nakayama typically do? Please also share how you became involved in this project.

Hirohata: My work generally revolves around two main axes. One is designing user experiences using digital media and technology. The other is fan communication work in the content domain, such as manga and anime. This project is closer to the former.

Nakayama: I handle concept creation for interactive museums, digital planning, UI/UX design, spatial design, and similar tasks. While I regularly engage with technology-driven work, my stance is to leverage technology when aiming to create new experiences or things that genuinely move people. It's less about wanting to use technology for its own sake, and more about using it to move people's hearts.

Nakano: I wanted someone to serve as a co-pilot, someone who would think alongside me about the overall worldview, which is why I invited Hirohata-san to join. As for Nakayama-san joining, it's simply because I'm a fan of her work (laughs). With the theme "Inheritance," I wanted to see what she would create.

Q. Hirohata-san, you designed the overall concept for the project and exhibition, including the copywriting, right?

Hirohata: Yes. We started by deciding on the project name, "UP-CYCLING POSSIBILITY." Since the theme was upcycling centered around kintsugi, naming options focused solely on kintsugi were considered. However, I felt kintsugi was just one of the methods we were proposing this time, so we decided to give it a broader scope.

As the products took shape, we needed to create the website and videos accordingly, so I also worked on the copywriting for those materials. Given the location in Yokohama Minato Mirai, I heard many visitors would be families with children. So, I imagined what kind of words might be cute, endearing, and spark a child's interest... and wrote each piece of copy for the exhibition panels one by one.

We paid careful attention to the placement of words along the visitor flow and the positioning of panels, aiming to create an exhibition space where discoveries naturally occur as visitors wander through.

Reviving Unwanted Items, Cultivating Ideas

Q. Mr. Nakayama, you created the "Light-Up Umbrella" by upcycling broken umbrellas, which is also displayed at the event. Where did this idea come from?

Nakayama: Nakano-san consulted me about expanding the concept of kintsugi beyond ceramics, and we brainstormed various ideas together. Among the suggestions—like broken stuffed animals or outgrown clothes—we focused on umbrellas. Billions are discarded annually, and they're often seen as disposable items once broken.

Nakano: Right around the time we were discussing this, my son came home saying, "My umbrella broke!" We immediately thought, "This is something we can use right away."

Nakayama: While umbrella repair kits already exist, this time we replaced the broken ribs with LED light sticks. This added value—illuminating the night path—went beyond simple repair.

Q. I hear you prepared an experiential "Upcycle Invention Game" at the venue for the exhibition. What led to planning this?

Nakano: We prepared it hoping it would spark a mindset shift among visitors—encouraging them to think "What can I do with this?" rather than just "I'll throw it away" when faced with broken items.

There are two types of cards: "Broken Item Cards" and "Power-Up Cards." Participants draw them randomly and combine them to brainstorm inventions. The "Power-Up Cards" represent technologies like "movement," "scent," or "airflow." Using these technologies, they give new value to broken items.

Hirohata: Simply displaying products could have sufficed for the event, but I was concerned that with the low recognition of the term "upcycle," it might be perceived as just another highbrow exhibition. That's why I wanted to incorporate an element of "playfulness and space" where visitors could expand their imagination and brainstorm ideas – that was the impetus for creating the game.

We actually had attendees use these cards to generate various ideas. This led to many unique concepts, such as: "Broken pencil × wind-generating technology" → "A convenient pencil that blows away eraser crumbs," or "Stuffed animal × vibration technology" → "A stuffed animal that massages your shoulders anywhere when you carry it." It reaffirmed that the combinations of "broken items × technology" are truly limitless.

I believe this methodology could be used in corporate training programs to foster ideas for creating unprecedented items, going beyond mere "upcycling."

We want to foster empathy and potential for upcycling

Q. Please share your impressions of the exhibition, your thoughts on participating in the project, and your future outlook.

Hirohata: I'd be delighted if this project sparked people's awareness of the term "upcycle," resonated with them, and led to practical action. Also, since the "Upcycle Invention Game" gathered so many ideas, it would be exciting to bring them together for something like an invention exhibition.

Nakayama: Opportunities to actually exhibit what we've made and have many people see it are rare, so the very fact we could hold this exhibition was significant. Also, past events and exhibitions often involved creating displays just for that moment, which were then discarded. Moving forward, I hope we can continue with a mindset focused on minimizing waste—including supplies—and reusing things instead of buying new.

Nakano: It would be great to collaborate with groups and people who see potential in the concept of upcycling. If someone approaches us thinking, "Can we somehow use this thing we have on hand?", we'd love to get everyone together and have a lively time making things again.

Broken items or things that seem worthless at first glance can be reborn with new value when combined with something else. Upcycling shares similarities with the process of generating business ideas, doesn't it?