Sony Group Corporation Sony participates in the cross-company project “IN-HOUSE→SOCIAL DESIGN UNIT,” which l everages the power of corporate designers to tackle social issues

[Sony Group Corporation] Sony participates in the cross-company project “IN-HOUSE→SOCIAL DESIGN UNIT,” leveraging the power of corporate designers to tackle social issues. ​ Sony Group Corporation Press Release: October 24, 2025 To Members of the Media Sony participates in the cross-company project “IN-HOUSE→SOCIAL DESIGN UNIT,” which leverages the power of corporate designers to tackle social issues. The first release is “Traditional Crafts/Kokeshi Dolls” Sony Group Corporation (hereinafter “Sony”) and Sony Design Consulting Inc. will participate in the cross-company project “IN-HOUSE→SOCIAL DESIGN UNIT,” promoted by Dentsu Inc.’s Future Creative Center and Isetan Mitsukoshi Ltd.’s Isetan Shinjuku LIFE DESIGN. “IN-HOUSE→SOCIAL DESIGN UNIT” is a project that utilizes the specialized skills and creativity of in-house designers and creative talent at companies to develop products that solve social issues.
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For the first phase of this project, young designers from Sony, Sony Design Consulting, and Fujifilm Corporation Design Center (CLAY Studio) participated. The theme was the traditional craft of kokeshi dolls, a field different from the products and services they regularly design. While kokeshi dolls have a unique cultural background and many enthusiasts both in Japan and overseas, they also face challenges, such as increasing awareness and further expanding the business. Taking these challenges into consideration, six in-house designers will utilize the vision-building and problem-solving skills they have cultivated within the company to explore new interpretations of kokeshi dolls together with artisans. The kokeshi dolls developed through this project are scheduled to go on sale at the Isetan Shinjuku store in March 2026. In addition, an exhibition of the development process and prototypes will be held in conjunction with DESIGNART, one of Japan’s largest design and art festivals.
■Exhibition overview [Period] October 31, 2025 (Friday) to November 3, 2025 (Monday) [Time] 12:00-18:00 (12:00-17:00 on Friday, October 31st only) [Venue] 6-6-15 Minami-Aoyama, Minato-ku, Tokyo (FUJIFILM Design Center CLAY Studio) Dedicated website:
https://www.designart.jp/designarttokyo2025/exhibitions/10814/ About the “IN-HOUSE→SOCIAL DESIGN UNIT” Promotion Team Isetan Shinjuku LIFE DESIGN This team, located primarily on the Living Floor on the 5th floor of the Isetan Shinjuku Main Building, proposes products and services that enrich customers’ lives. The name “Life Design” reflects our desire to design our customers’ lives holistically, not just in the areas of living and interior design, but also in collaboration with companies, manufacturers, designers, and craftsmen around the world. Future Creative Center Future Creative The Center, a
cross-functional organization within Dentsu, calls itself a “creative group for future value” and is comprised of over 90 creators and producers. Its mission is to tackle unanswered questions and demonstrate the potential of creativity, and it is expanding its reach in architecture and urban development projects. While envisioning the future, the Center creates spaces and architecture, builds brands, and even envisions long-term business opportunities, thereby updating urban development projects themselves.
https://dentsu-ho.com/booklets/428 About FUJIFILM Corporation Design Center (CLAY Studio) “Designing Fujifilm” is the mission of the FUJIFILM Design Center. In 2017, CLAY was established in Nishi-Azabu to inspire designers’ ideas. In 2023, a new CLAY studio was launched in Minami-Aoyama, based on the concept of an “unfinished design studio.” Everything here, from the building’s exterior to the interior, desks, lighting, signs, and manholes, was designed by CLAY designers. Many innovative designs for medical, camera, cosmetics, materials, and more, are born here every day. With “honest design” in mind, we will continue to faithfully give shape to people’s unspoken feelings. About Sony Group Corporation Creative Center Sony was one of the first companies to recognize the importance of design shortly after its founding, and established the Design Department (now the Creative Center) in 1961. Guided by Sony’s DNA of “doing what no one else has done,” the Creative Center has expanded its activities from products to business areas such as entertainment, finance, and mobility, and is involved in a wide range of design and branding for the Sony Group. By continuing to explore the full potential of design, we aim to create “prototypes” of new value brought about by the fusion of creativity and technology, and to realize richer and more comfortable lifestyles together with people around the world. https://www.sony.com/ja/design @sonydesign_official About Sony Design Consulting Inc. Sony Design Consulting provides design consulting and services based on the design knowledge and experience we have cultivated as the in-house design division of the Sony Group. Through the use of design, we will work with you to create new business opportunities, contribute to solving social issues, and create cultural value. https://www.sonydesignconsulting.com/