Craftal Serviceabonnement voor Tafelservies door Culture Generation Japan

Het ontwerp Craftal Serviceabonnement voor Tafelservies door Culture Generation Japan is een hoog aangeschreven winnaar van de zeer prestigieuze 2022 A' Design Award in Brons in de competitiecategorie Cultureel Erfgoed en Cultuurindustrie Ontwerp.

BronsCultureel Erfgoed· 2022

Craftal Serviceabonnement voor Tafelservies

door Culture Generation Japan

Opdrachtgever: Craftal

Winnaar van de A' Design Award in Brons in de categorie Cultureel Erfgoed

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Het Ontwerp

Over Craftal Serviceabonnement voor Tafelservies

Craftal is een abonnementsdienst die Japans ambachtelijk tafelservies levert aan restaurants en huishoudens. Gebruikers selecteren dertig stuks uit een fysieke galerie of een online catalogus, waarbij een curator kan helpen bij de keuze. Het tafelservies wordt vervolgens geleverd voor een proefperiode van drie maanden. Na deze drie maanden kunnen de stukken worden geruild of geretourneerd. Geretourneerde items ondergaan onderhoud in een distributiecentrum voordat ze naar een andere gebruiker worden gestuurd. De dienst verbindt ambachtslieden met de mensen die hun werk gebruiken, zodat directe feedback de productontwikkeling kan sturen.

De Erkenning

Over de A' Design Award in Brons

Craftal Serviceabonnement voor Tafelservies is winnaar van de A' Design Award in Brons, een hoogst prestigieuze erkenning die wordt toegekend aan uitstekende ontwerpen die zich onderscheiden door creativiteit, vindingrijkheid en scherpzinnigheid. Winnaars in Brons zijn ruimschoots vaardige en opvallend creatieve artefacten die de grote ervaring, verbeelding en het vernuft van hun ontwerpers bevestigen. Craftal Serviceabonnement voor Tafelservies wordt verwacht een hooggewaardeerd, bewonderd en gekoesterd object te zijn dat opmerkelijk professioneel en innovatief is. Dit ontwerp dat de A' Design Award in Brons heeft gewonnen, verwerkt de beste praktijken in kunst, wetenschap, ontwerp en technologie en is uitstekend door zijn aandacht voor detail. Craftal Serviceabonnement voor Tafelservies bevredigt schitterend behoeften, raakt verlangens, charmeert gevoelens en spreekt de nieuwsgierigheid aan.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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.
Afmetingen & Verpakking: 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.
Tags: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Productietechnologie: 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.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: 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.
Werkproces: 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.
Teamleden: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi