Craftal Serviço de Assinatura de Louças por Culture Generation Japan

O design Craftal Serviço de Assinatura de Louças por Culture Generation Japan é um vencedor altamente estimado do prestigioso 2022 A' Design Award de Bronze na Categoria de Competição Design de Património Cultural e Indústria Cultural.

BronzePatrimónio Cultural· 2022

Craftal Serviço de Assinatura de Louças

por Culture Generation Japan

Cliente: Craftal

Vencedor do A' Design Award de Bronze na Categoria Património Cultural

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O Design

Sobre Craftal Serviço de Assinatura de Louças

Craftal é um serviço de assinatura que disponibiliza louças artesanais japonesas para restaurantes e residências. Os usuários selecionam trinta peças em uma galeria física ou em um catálogo on-line, e um curador pode auxiliar na escolha. As louças são então entregues para um período experimental de três meses. Após esses três meses, as peças podem ser trocadas ou devolvidas. Os itens devolvidos passam por manutenção em um centro de distribuição antes de serem enviados a outro usuário. O serviço conecta os artesãos às pessoas que utilizam suas criações, de modo que o retorno direto possa orientar o desenvolvimento dos produtos.

O Reconhecimento

Sobre o A' Design Award de Bronze

Craftal Serviço de Assinatura de Louças conquistou o A' Design Award de Bronze, um reconhecimento altamente prestigiado atribuído a designs notáveis que se distinguem pela criatividade, engenho e perspicácia. Os vencedores do Bronze são artefactos amplamente habilidosos e surpreendentemente criativos que comprovam a vasta experiência, imaginação e capacidade de iniciativa dos seus designers. Espera-se que Craftal Serviço de Assinatura de Louças seja um objeto muito considerado, admirado e estimado, notavelmente profissional e inovador. Este design vencedor do A' Design Award de Bronze incorpora as melhores práticas em arte, ciência, design e tecnologia e é excelente pela sua atenção ao detalhe. Craftal Serviço de Assinatura de Louças satisfaz esplendidamente necessidades, toca desejos, encanta sentimentos e desperta curiosidade.

Por Trás do Design

Kit de Imprensa

Créditos, membros da equipa e detalhes técnicos fornecidos pelo designer.

Propriedades Únicas: 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.
Dimensões e Embalagem: 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.
Etiquetas: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Tecnologia de Produção: 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.
Desafio de Design: 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.
Pesquisa: 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.
Inspiração: 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.
Duração do Projeto: 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.
Fluxo de Operação: 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.
Membros da Equipa: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi