100 years of health:
Supporting the age of longevity
with a sense of fun
Located on the seventh floor of FANCL Ginza Square, FANCL Genki Station provides free game-based content for visitors to enjoy as they learn about how to stay healthy. What led FANCL to create the space?
MamizukaFANCL wants to be a partner in promoting lifelong health. Not only do we promote our dietary supplement business, but we also have a preventive medicine museum at FANCL Ginza Square that offers free physical fitness testing. When we were doing a full renovation of the building, we decided to renovate one floor with game-based content that all ages could enjoy. That approach aligns with our hopes to help more and more people live healthy.
We consulted Mr. Uchiyama from Sony Business Solutions for some advice. We wanted to tap into Sony’s experience in creating engaging, exciting games and entertainment with a global appeal. That whole dynamic fit perfectly with our aims to create content that would thrive in the Ginza setting––a district that attracts people of all ages, including foreign tourists. We outlined our initial ideas for six different types of content and asked the team to come up with a digital experience that would foster an awareness of health with a splash of fun. We wanted customers to leave with more energy than they had when they came in.
UchiyamaI’m involved in the production of spaces in B2B environments. When I heard about this project, I knew that sophisticated design would be key. So I asked our designer Shōji to get on board from the get-go, and we worked together to come up with ideas on how we could best cater to Ms. Mamizuka’s requests.
ShōjiWhat was most important to us was hewing closely to the FANCL team’s concept of creating a new space for promoting health. We needed to focus on that core idea and give it form. The FANCL team wanted customers to be able to come out of the space more energized than they’d had when they arrived. Over the course of extensive discussions with Uchiyama, I came to the conclusion that we wouldn’t be able to meet that need if we only thought about the content itself and the look of separate content elements. We had to go beyond focusing on the entertainment value of each part in isolation. For us, the challenge was weaving a coherent story that would run through the entire floor.
As I explained the ideas and possibilities for each part of the content using Sony’s technology at the initial presentation, I raised the question of how we could get customers to feel better through the experience. I emphasized the “story” element—underlining how important stories are in enabling that kind of positive user experience—and proposed that we think through it together, a suggestion that resonated with the team at FANCL. With that, the project began in earnest.