Craftal Servei de Subscripció de Vaixella de Culture Generation Japan

El disseny Craftal Servei de Subscripció de Vaixella de Culture Generation Japan és un guanyador molt estimat del prestigiós 2022 A' Design Award de Bronze en la Categoria de Competició de Disseny de Patrimoni Cultural i Indústria Cultural.

BronzePatrimoni Cultural· 2022

Craftal Servei de Subscripció de Vaixella

de Culture Generation Japan

Client: Craftal

Guanyador del A' Design Award de Bronze en la Categoria de Patrimoni Cultural

17,758

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Colors

El Disseny

Sobre Craftal Servei de Subscripció de Vaixella

Craftal és un servei de subscripció que proporciona vaixella artesanal japonesa a restaurants i llars. Els usuaris seleccionen trenta peces d'una galeria física o d'un catàleg en línia, i un curador pot ajudar en la selecció. La vaixella es lliura llavors per a un període de prova de tres mesos. Passats els tres mesos, les peces es poden intercanviar o retornar. Els articles retornats reben manteniment en un centre de distribució abans de ser enviats a un altre usuari. El servei connecta els artesans amb les persones que utilitzen el seu treball, de manera que la retroalimentació directa pot guiar el desenvolupament de nous productes.

El Reconeixement

Sobre el A' Design Award de Bronze

Craftal Servei de Subscripció de Vaixella és un guanyador del guardó A' Design Award de Bronze, un reconeixement altament prestigiós concedit a dissenys sobresortints que es distingeixen per la creativitat, l'enginy i l'astúcia. Els guanyadors de Bronze són artefactes ampliament hàbils i sorprenentment creatius que autentiquen la vasta experiència, la imaginació i el recurs dels seus dissenyadors. Es preveu que Craftal Servei de Subscripció de Vaixella sigui un objecte molt apreciat, admirat i estimat, notablement professional i innovador. Aquest disseny guanyador del guardó A' Design Award de Bronze incorpora les millors pràctiques de l'art, la ciència, el disseny i la tecnologia i és excel·lent per la seva atenció al detall. Craftal Servei de Subscripció de Vaixella satisfà esplèndidament les necessitats, toca els desitjos, encisa els sentiments i crida la curiositat.

Darrere del Disseny

Dossier de Premsa

Crèdits, membres de l'equip i detalls tècnics proporcionats pel dissenyador.

Propietats Úniques: Craftal is a subscription service that provides Japanese craft tableware to restaurants and households, fostering a new environment where people can meet a wide variety of traditional crafts from all over Japan. This platform to solve these issues faced by both the restaurant side and the craftsmen, and we have now we started working directly with chefs to develop highly usable tableware products by incorporating their feedback and experiences.
Dimensions i Embalatge: The current scale of the business is as follows: 1) More than 300 products available, 2) Over 30 restaurants, 3) Over 50 end-users, 4) Over 50 craftsmen and artisans, 5) Over 500 people participating in trial events.
Etiquetes: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Tecnologia de Producció: Craftal’s business model was designed to solve problems faced by both craftsmen who make tableware and the restaurants who use them. For craftsmen, it is difficult for them to sell expensive products, but it is difficult for them to expand their craft if they only make pieces that can be sold cheaply. For restauranteurs, buying a wide variety of tableware is expensive, especially because they have to rotate it seasonally to pair with changing dishes depending on the time of year.
Repte de Disseny: When Craftal was first launched, COVID-19 infections began to spread around the world in early 2020. Since our initial target, which consisted of restaurants that were negatively impacted by this, we had a difficult time promoting the service. Our response was to start a B2C service targeting individual households and we were able to increase awareness of the service this way. Also, we tried to appeal to a larger group of customers, and realised there was a need from restaurants specialising in Western cuisine, which we did not foresee as our initial focus on just Japanese restaurants.
Recerca: We conducted interviews with numerous hotels and restaurants and found that for restauranteurs, they wanted to purchase a wide variety of tableware to pair with seasonal menus, but there were three main barriers to this: 1) price, 2) storage, 3) opportunity cost (ie. time spent researching and purchasing).

Also, we learned that there are many levels of middlemen, which means that craftsmen cannot directly get feedback from the restauranteurs, affecting standards for product development.
Inspiració: The Japanese traditional craft industry is facing problems such as declining sales, labor shortage, product development, and lack of ability to develop sales channels in each process from production to sales due to the division of labor.
On the other hand, although there is a need for restaurants to use traditional crafts, there are not many opportunities to purchase them because of the time and cost involved.
This service was created in the process of thinking of ways to solve such problems.
Durada del Projecte: The service was first established in June 2019 in Tokyo as a B2B platform connecting restauranteurs and craftsmen in Japan and is still continuing to this day.
Targeting individual households, the B2C service was launched in May 2020 to address people spending more time at home due to the spread of COVID-19 infection.
Flux d'Operació: 1. Users select 30 tableware pieces from the physical gallery or online catalog. Specially tailor-fit selections based on consultations by a curator is also available.
2. Once inventory is confirmed at the distribution center, the tableware will be sent to the restaurant for an initial trial period of three months.
3. After three months, the customer will either exchange or return the tableware pieces, and those returned will undergo maintenance at the distribution center before being sent to use at another restaurant.
Membres de l'Equip: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi