谷川じゅんじ(たにがわ・じゅんじ)スペースコンポーザー/JTQ株式会社代表。「空間をメディアにしたメッセージの伝達」をテーマにイベント、エキシビジョン、インスタレーション、商空間開発など目的にあわせたコミュニケーションコンテクストを構築、デザインと機能の二面からクリエイティブ・ディレクションを行う。 Junji Tanigawa, space composer/president of JTQ Inc. With the goal of to helping his clients deliver their message through the medium of space, Tanigawa designs spaces—or “communication contexts”— for a broad spectrum of purposes, including events, exhibitions, installations, and commercial facility developments, providing creative direction from the perspectives of both design and functionality.

主な仕事に、文化庁メディア芸術祭(2005-2008),パリルーブル宮装飾美術館 Kansei展(2008), 平城遷都1300年祭記念薬師寺ひかり絵巻(2010), MEDIA AMBITION TOKYO(2013-2014), IMA CONCEPT STORE(2014)などがある。His major works include the Japan Media Arts Festival (2005-2008), Kansei Exhibition at the Palais du Louvre’s Museum of Decorative Arts (2008), Yakushiji Hikari Emaki to commemorate the 1300th anniversary of Heijyokyo (2010), MEDIA AMBITION TOKYO (2013-2014), and IMA CONCEPT STORE (2014).

「三越伊勢丹 もてなしの教室」第五回目の話し手は、スペースコンポーザーの谷川じゅんじさんです。「空間をメディアにしたメッセージの伝達」をテーマにイベント、エキシビジョン、インスタレーション、商空間開発

We are pleased to welcome the space composer Junji Tanigawa as the host of our fifth installment of Mitsukoshi Isetan’s Hospitality Lessons. Mr. Tanigawa provides creative direction for a spectrum of projects including special events, exhibitions, installations, and commercial facility developments,


with the goal of helping his clients deliver their message through the medium of space. Mr. Tanigawa shared his insights into hospitality from the perspectives of those who design a space, those who welcome guests to the space, and those who organize the space.



Expectations, impression, and memory.

When I design a space, I’m always aware of how we form our expectations, impression, and memory. An “expectation” is what initially triggers, or motivates, our desire to have an experience. When you have a reaction to the experience, that’s your “impression.” Then your experience leaves a mark on your mind and becomes your “memory.” Our expectations sometimes grow considerably, sometimes they do not. That’s why it is important to prepare a detailed design, so that we can communicate effectively to create a certain expectation. An “impression” is formed at the very moment you meet a person, or encounter a


situation. Then you take actions to confirm whether your initial impression was correct. The moment you step into a store, for example, you sense the mood of the store. This largely determines your impression of the store. Then you form your “memory.” You can’t take home the space you just visited, so the communication ends once you leave the space. The stronger the emotional impact of the experience, the better your memory will be. And the longer it will last. Then you plant another seed of expectation, which motivates you to take the next action. “I’ll go again.” “I want to go again.” “I want to buy that.” “I want to meet her.” “I want to eat that.” A brand is created when expectations, impression, and memory start to work in a cycle.



A person is a space filled with energy.

When you think about space from the perspective of hospitality, the mood of a space is created by the energies exuded by both the hospitality providers and guests. That’s why it’s very important that hospitality providers put their heart and soul into


the space they have created. I think that the human body is like a space. The essence of the person is the energy—or the soul—contained inside the space. Your personality and your emotions are transported in the body, which acts as a vehicle. All of us, including hospitality providers, carry energies inside. These energies combine to produce the mood, or vibration, of the place.



To serve means to anticipate.

When I design a space, I anticipate the future. From a physical point of view, this involves the process of designing the space in my head: “I’ll have the entrance on this side, and install a path here. Then when the visitor exits from this end, what is the first thing he will see?” Then I try walking through the space many times, over and over again. I walk through the space so many times in my head that I am no longer excited by it. By then the space is already complete. When I’m simulating the end product in my mind, I’m anticipating the future. I visit the place as a different guest each time. I am a different person every time, thinking differently, speaking differently. I simply repeat this process again and again.


The word iki is used as a compliment to someone who has a sophisticated style and mannerisms. The term iki emerged during the Edo period. While this may not be widely known, iki connotes having the ability to anticipate. To develop sophisticated mannerisms, you rehearse your manners many times. As a result, you can carry yourself with style in a real situation, even if you encounter an unexpected scenario. That's how people will come to regard you as iki. In other words, to acquire the qualities of iki, you must work at it very seriously. You don’t all of a sudden develop good taste and become iki. A person who is described as iki is someone who works very hard when nobody is watching. Anybody can become iki. By imagining and anticipating your action in advance, a person with iki qualities will know exactly how to act even in an unexpected situation.



Understand what makes your customer tick.

You don’t have to create an extraordinary space. When I first started out in this line of work, I was often asked to design a “luxurious space.” To me, it’s the people who create a luxurious ambience. If the people exude a luxurious ambience, even a bonfire in the middle of a field can turn into a luxurious space. Conversely, plain-looking


people will make the space look plain, even if expensive-looking floors, walls, and ceilings are used. The ambience of a space is determined by the people. So we need to provide the most desirable environment for the visitors. The role of the space designer is to organize a space in such a way that the place serves what the guest desires deep down. By understanding the guest’s motivation for visiting the space, we start to figure out how to design the space.



A message to all hospitality professionals.

I believe there is no end to the “Way of Hospitality.” We have to keep driving ourselves with a fuel called curiosity and continue exploring for new destinations using our inner compass. If you take pride in your ability to satisfy any customer, that is your pride as a


hospitality provider. Your pride will drive you to work harder. And your drive will earn the trust of your customers. You will continue to reflect on your performance to keep reaching higher. When your hard work starts to turn into concrete results, you will feel the joy of your achievements. And your pride will become part of you as you keep developing as a hospitality professional.


Some thoughts from Mitsukoshi Isetan staff after hearing Mr. Taniguchi speak:

「マニュアルは一定を超えると邪魔になる。一歩踏み出して自分の意思をしっかり持つ。」という言葉が心に響きました。私が今まで蓄積した経験は自分の中では自信に変わっています。「今までこうだったから」「先輩がこう言ったから」ではなく、自分自身が自信を持って発言していかないとダメだと感じました。(新宿店 リビング営業部)

“‘A manual will drag you down beyond a certain point. Take a step forward and be able to act on your feet.’ Mr. Tanigawa’s words really struck a chord. My past experience has given me the confidence I need. Instead of telling myself, ‘this is how it was done before,’ or ‘my mentor told me so, I should speak my mind with confidence.”


“When we create a space, it’s important to know what Mitsukoshi wants to do. But we also need to think about how customers would react and whether they would appreciate what we offer. And step out into the streets to find out what interests us. I want to work toward these two goals from now on.”

もてなしの概念を超えた、新たな気づきや発見とはどんなことだろう?という期待を裏切らないお話でした。仕事に対する誇りや責任感を改めて考える機会になりました。(新宿店 婦人雑貨営業部)

“Going beyond the concept of hospitality and raising questions about how we can learn more and make new discoveries, Mr. Tanigawa’s talk definitely did not fall short of my expectations. It was a great opportunity for me to reflect on how I take pride in and responsibility for the work I do.”

「机上の空論とならないように、とにかく現場に出て想像し、形にするので、出来上がった仕事に対する感動はなく、作れて当たり前」という言葉はプロフェッショナルの考え方で、実践してきた方だけに言葉に重みがありました。(恵比寿店 営業計画)

“‘Instead of working with a mere theory, I visualize going to the site to work on the design in my imagination. I don’t get excited by the end product, because it’s done exactly as I visualized it.’ Truly convincing words spoken by a real professional who puts his principles into action.”

ひとつひとつのお話がとても勉強になりました。好奇心のアンテナを張り巡らせながら、仕事のプロであるという自覚を持って、明日からさらに頑張ろうと思います。(銀座店 婦人子供特選宝飾)

“I learned so much from all the topics he discussed. I’m inspired to work even harder starting tomorrow with a greater sense of professionalism while remaining on the lookout for whatever piques my interest.”