Announcing the creative collaborators shaping the world of Kazeno Heritage

We invited collaborators active both domestically and internationally to participate in the process of transforming the travel experience value at 'Kazeno Heritage' into specific creative elements. Each component, from the names of the facilities and statements that form the foundation of the worldview, to symbols, logos, interior design, performances, music, and scents, becomes an essential piece of a new journey based on the concept.

Reinterpreting Japanese beauty beyond stereotypes.

The perception of "Japaneseness" from overseas has, without us realizing it, become biased towards specific cities or symbols, and is increasingly consumed as a stereotype. However, the true richness of Japan resides in Important Cultural Property remaining in regional cities, the vitality of nature itself, the handicrafts, food, festivals, and the nuances of townscapes that remain in people's lives. At Kazeno Heritage, we re-examine Japan as a cultural IP and edit and operate it as an accommodation experience that reflects its value.

The brand's expression required the perspectives of leading Japanese creators. By combining an international aesthetic with an emotionally engaging experience within a space imbued with Japanese culture, it presents a new form of travel that showcases the beauty of Japan in a way that traditional tourism images could not.

Kazeno Heritage, created by a diverse group of designers, offers an unprecedented hotel brand experience. These brand items will be gradually introduced to each facility, starting with "Kazeno Kurayoshi," the first "Kazeno" facility, which is scheduled to have its grand opening on July 17, 2026 (Friday).

Joint construction of a worldview by Mr. Keisuke Shimizu and Ms. Kako Fujita.

In the brand development of Kazeno Heritage, Mr. Keisuke Shimizu and Ms. Kako Fujita collaboratively built the core worldview and expressions of the brand. Mr. Shimizu oversees the overall creative vision of the brand, while Ms. Fujita is responsible for the visual expressions and design surrounding products, including VI, symbols, logos, signage, room tools, bottle designs, and brand items.

Comment from Mr. Keisuke Shimizu:
"In an era where AI maximizes efficiency, what we aimed for is a return to the totality of wisdom and sensitivity that cannot be quantified, known as 'humanistic knowledge.' By immersing ourselves in the light, texture, and tranquility of the land, and by touching the 'essence,' we awaken the rich sensitivity that lies within us and regain our original health. We have designed the stay experience under the beauty that complements the process of recovering the mind and body, 'BEAUTY FOR RETREATS.' Starting from Kurayoshi, I hope to weave the stories of the land through travel and enjoy this breeze together with those who visit."

【Keisuke Shimizu Creative Director (Co-Head)】
As a creative director and art director, he has worked on campaigns for numerous companies including Netflix Japan, Uniqlo, Shiseido, Nissan, and Muji. He is responsible for planning and creative direction for YouTube's "THE FIRST TAKE" and NHK's music documentary "Welcome Back Music Room." He will make his directorial debut in the 2025 film "Youth Wild Boar ATARASHII GAKKO THE MOVIE." He has received numerous awards including the Cannes Lions Gold, NYADC Grand Prix, and ACC Grand Prix.

Statement and name development by Mr. Masaharu Kumagai.

The design of the master brand and the naming of facilities are closely intertwined. Landscape, customs, atmosphere, flavor, and seasonal events. The word "wind" serves as a connection between the visible and invisible elements rooted in the land. Furthermore, the term "fudo" is born from the overlapping of climate, geography, history, and human activities. After a deep discussion surrounding the word "wind," we named the accommodations that allow guests to stay in the region and experience the local culture and activities as "Kaze no," positioning it as one of the Kazeno Heritage brand series.

Comment by Mr. Masaharu Kumagai:
"It is important to have a beautiful name. More than that, I believe it is even more important to have a name that makes you want to talk about it. The word 'fudo' came to mind during my inspection. It encompasses not just climate and scenery, but also the perspective of human activities. If we consider historical buildings created by people as 'earth', then the 'wind' woven from that foundation naturally has individuality and richness. Scenery, customs, sentiments, flavors, and poetic landscapes... that led to 'of the wind'."

【Masaharu Kumagai Brand Language (Statement/Naming) / BEARS Inc.】
Creative director and copywriter. After working at Hakuhodo, he joined TBWA HAKUHODO and honed his skills at TBWA Melbourne in 2018. He established BEARS in 2022. Known for advertisements with strong messaging, such as Sony Computer Entertainment's "The last blow is heartbreaking." and Nissan's "Go for it, NISSAN" campaign. He has received numerous awards including the TCC Award, ACC Gold, and has been a Creator of the Year medalist.

Visual identity design by Ms. Kako Fujita.

Starting with the development of the brand symbol "Kaze Kamae," we will expand into logo types in both Japanese and Western styles, signage incorporating Japanese kana expressions, and room tools. The design reflects a consideration of the land and time scale, resembling the "H" of heritage, as if it has always been part of the building. It aims to be found naturally within the space without being overly assertive. Based on such philosophies, the visual identity will be designed and built up.

Comment from Ms. Kako Fujita:
"A new brand that inherits an old culture is born. A name with a narrative quality that leaves plenty of room for interpretation is placed there. The continuity of time, the connection of letters. A continuous image has been established.

Writing a story is done through letters. I sought design ideas from its original source. Starting from the variant kana used before modern times, I developed symbols and logotypes. The names of the guest rooms are taken one character at a time from the very sound that makes one want to say, 'Hifumiyoinumaya.' This is derived from 'Hifumi Norito,' a traditional Japanese prayer and counting song.

In this way, by repeatedly reinterpreting the continuous flow of time and the culture that is passed down without interruption from the aspects of language and writing, we have built up the brand's identity. I hope that this form, rooted in ancient traditions, can contribute even a little to the future shape of Japanese culture beyond the confines of business.

【Kako Fujita Creative Director (Co-Director) / Sun-Ad Co., Ltd.】
Designer, Art Director. After graduating from the Graduate School of Design at Tokyo University of the Arts, she joined Sun-Ad. She works broadly in branding, product development, package design, and spatial design, including projects such as "Fukuramu-chan" at Tokyo Station's Gransta, "Suntory Yamazaki Distillery", "Suntory Natural Water Northern Alps Shinano Forest Factory", Hotel "Korin-kyu", and the game "Osanpo BINGO". Major awards include the ADC Award, JAGDA Award, and JAGDA Newcomer Award.

Interior design and decoration by Mr. Koji Yamamoto (FF&E/OS&E)

The interior and decoration were selected by Mr. Koji Yamamoto. They consist of elements that have long existed in the area, those that will remain for a long time, and items that do not interfere with the memory of the building. The interior of Kazeno Heritage is designed not to adorn the space, but to quietly draw out the background of the building and the land. Decorative items such as lighting, vessels, and furnishings in the guest rooms and lounge are arranged as small entry points to experience the culture and time of the area during your stay.

Comment from Mr. Koji Yamamoto:
"We aimed to create an environment where you can feel the intangible winds woven from a historical tangible land through crafts and furnishings. By incorporating traditional craftsmanship from various regions of Japan and contemporary works, we are constructing a space that resonates with the local climate, culture, and the accumulation of time. We strive to balance the values passed down through generations with the modernity that brings a fresh sense. We propose an experience where you can encounter new discoveries and richness with each stay."

【Koji Yamamoto Selection (FF&E/OS&E) / OCTOBER】
After working at an interior shop, he gained experience at an import furniture trading company and foreign furniture brands, becoming independent in 2024. He was involved in the planning and management as a founding member of the Japanese design magazine "Ilmm." As a sculptor, he continues to explore three-dimensional expression with projects like "HOW TO WRAP_" and "TENSEGRITYLAB." Meanwhile, he also handles shop merchandising and coordinates interior projects, engaging in multifaceted activities.

Original scent by Nippon Kodo.

The original fragrance "After the scene," created by Nippon Kodo for Kazeno Heritage, expresses the quiet aftertaste that lingers in the heart after encountering beautiful landscapes during travel. The white porcelain egg "egg," placed on a straw egg bed by the creative unit Straft, focuses on natural materials rooted in the region, such as rice straw, and the cultural stories behind them. This egg is one of the sources of Japanese ceramics, boasting a history of over 400 years as "Hizen Yoshida ware." We welcome customers at the front with a scent of "Wa no Kaze" infused with aroma oil.

A refreshing bamboo green with the crispness of bergamot.
It evokes the scent of green tea that relaxes the mind and the nuance of tatami that suggests Japanese tranquility.
Furthermore, by layering the scents of cypress and cedar trees, it expresses the comfort of stepping into a historical building and the feeling of being enveloped by the land.
A gentle breeze rustling through the bamboo grove, the presence of lush green leaves, and the heartwarming aroma of green tea.
This fragrance is designed for you to quietly experience the "healing" and "serenity" that Kazeno Heritage cherishes within the space.

Fragrance
Top - Bergamot, Bamboo
Middle - Green Tea, Tatami
Last - Hinoki, Cedarwood

A uniform designed by Mr. Takayuki Kono to quietly accompany a space.

The uniforms are designed by Mr. Takayuki Kono, the director of the fashion brand "UNDECORATED". They do not assert themselves, avoid excessive decoration, and while they are inconspicuous, they embody a quiet intention. Prioritizing the wearer's ease of movement and comfort, the aim was to create "ordinary clothes" that naturally blend into historical buildings and Japanese landscapes. The color scheme is based on gray, representing colors that exist between light and shadow, harmonizing quietly with the spaces of historical architecture.

Comment from Mr. Takayuki Kono:
"We chose to make this uniform inconspicuous."
It stems from a respect for the building and the land, and a desire to be a quiet presence in this place. We stripped away any assertiveness and excessive ornamentation, focusing on how to create "ordinary clothes." Gray is a color that blends into the Japanese landscape. It's a color between light and shadow. Neither white nor black, it's a harmonious color. Designed with the wearer's ease of movement and comfort as the top priority, we created "unremarkable clothes" that, while not flashy, possess a quiet purpose.

【Takayuki Kono - Uniform Supervision / UNDECORATED / nōkostudio】
Director of the fashion brand UNDECORATED. He develops a unisex collection centered on designs that utilize materials and negative space. Additionally, he runs the creative studio "nōkostudio," where he conducts cross-disciplinary creative direction focusing on art direction and branding direction. He captures not only shapes and information but also the atmosphere, sensations, and values themselves as subjects of design, engaging in activities that provide new perspectives and contexts to people, brands, and spaces.

Original background music by Mr. Marihiko Hara.

The background music has been commissioned from composer and musician Mr. Marihiko Hara to create original pieces. It expresses the wind flowing through the land, the memories held by historical buildings, and the passage of quiet time. This will deepen the impressions of the experience during the stay.

Comment by Mr. Marihiko Hara:
"What surprised me the most during my stay in the room was its tranquility. My little son was reluctant to turn on the lights and seemed to enjoy the white light and shadows of the shoji, as if he had read Jun'ichirō Tanizaki's 'In Praise of Shadows' that was placed in the room.
Aside from the occasional sound of birds and the noise of people passing by, we could only hear our own voices. I wanted to write music that could deepen this silence, which felt as if it could even allow me to hear the voice within my own heart, without disturbing it."

【Marihiko Hara Brand Music / Composer and Musician】
Graduated from the Faculty of Education, Kyoto University. Focusing on "strength in silence," he creates acoustic works using piano-centered chamber music, field recordings, and electronic sounds. In addition to participating in the artist group "Dumb Type," he has worked on music for stage productions by Hideki Noda, Kohei Nawa, and Mirai Moriyama, as well as films such as "National Treasure" and "Wandering Moon," Yuzuru Hanyu's "Prequel," and NHK's "Sunday Art Museum" (co-created with Miu Sakamoto), among others. He has received numerous awards, including the 49th Japan Academy Prize for Best Music and Theme Song.

Brand movie directed by Yuto Nakamura.

At the first facility of "Kazeno," named "Kazeno Kurayoshi," a brand film has been released that portrays the value of the travel experience called "Heritage Retreat" as envisioned by Kazeno Heritage. It features the townscape of white-walled storehouses, red-tiled roofs, historical buildings, food, craftsmanship, nature, and the people who live there. The film depicts how guests stay in the land of Kurayoshi itself through the time spent walking around the town, meeting people, tasting local cuisine, and resting.

【Yuto Nakamura, Film Director / Cinematographer】
Active mainly in documentaries, commercials, and music videos. He has directed videos for clients such as Asahi Beer, Prime Video, SONY, Tokyo Metro, and CITIZEN. Recipient of the Excellence Award at the 52nd Fujisankei Group Advertising Awards, among others.

brand philosophy

"Kaze, the Japanese word for wind,." A stay that brings recovery and regeneration to mind, body, and the land. We revive cultural assets and historical buildings deeply rooted in the land, and rediscover their value as a modern stay experience. In an era where the population is concentrated in cities and both answers and material possessions abound, people are beginning to seek tactile sensations rather than information, space rather than efficiency, and tranquility rather than convenience. Sometimes solitude, being immersed in the complexity of nature and having a sense close to that of the wild, and time to be moved by beauty. We believe that regaining these human sensibilities and being guided by curiosity will be the value of travel in the future.

[Hiromi Ushiki, Head of Brand & Experience / CMO, Kazeno Heritage Co., Ltd.]
Consistently, she takes on the practical and leadership roles of "translating the value of content into a relatable form and nurturing communities," starting with customer understanding. At Condé Nast Japan, she oversees the digital domain of multiple media outlets, driving the enhancement and growth of brand value. At Netflix Japan, she promotes marketing that delivers the appeal of content to domestic and international audiences, fostering community and empathy.

A 'Certificate of Stay' that allows you to experience cultural inheritance through travel.

Our brand defines travel not as a one-way "consumption," but as a stay that brings recovery and regeneration to both mind and body, as well as to the land itself. A stay at our hotel is more than just accommodation; it is participation in "inheritance," connecting the historic townscape and buildings to future generations. Each unique guest room has its own distinct character, and the scenery is one of a kind. We plan to provide a "Certificate of Stay" that acknowledges your participation in protecting this rare value and playing a part in its regeneration. You can take home the memories of your trip, a "testament of inheritance" entrusting culture to the future, with pride.