SONY as a Host - a Service Design Project

The project Omotenashi - Sony as a Host for the Japanese design headquarter of SONY was a two weeks Service Design workshop for Chiba University, Japan in collaboration with Koeln International School of Design, Germany. It was all about helping SONY to create a more Japanese, "omotenashi-oriented" customer experience and to deepen the bond between SONY and their customers.

The first week was designated to cultural research for the German students, which included city trips, museums, exhibition centers and food experiences. Since I was living in Japan for almost one year at that time I also took the role as "cultural guide" for my freshly arrived KISD colleagues.

The second week was the actual workshop week, in which several international teams were formed to work on particular sub topics. We got invited by SONY to their Innovation Headquarters in Tokyo and were able to learn more about the company. The workshop itself was conducted at Chiba University but we got the aid of three assigned designers from Sony that answered our questions during the workshop days.

Each day consisted of pitch sessions and feedback rounds and we were able to smoothly work through the several project stages (research, ideation and protoyping). We were allowed to present our paper protoypes to the SONY design committee eventually and their feedback gave us the impression of a great success.

During the Workshop

From the Presentation


Project Team
Chiaki Matsunami
Kim YungChul
Suzuki Yutaro
Yumeno Terashima
Maria Belen Buckenmeyer
Raoul Leon Doering
Manuel Kniepe

Supervised by
Prof. Birgit Mager

Chiba University, Japan

Manuel Kniepe