Various people and things come together to create new value. This is the role of VS. as a “social media.”

JR Osaka Station is the largest terminal in western Japan. Right in front of it is Grand Green Osaka, which will open autumn in 2024. VS, a new cultural installation, locates in the center of the large park. What is VS? We hope that visitors will discover the meaning of VS’s existence and social function.In the first episode, Takuya Nomura, CEO of TAKUYA NOMURA OFFICE INC., who is the planner and operator of VS., and Kenichiro Yamamura, CEO of Total Media Development Institute CO., LTD, talk about the plan concept and their enthusiasm for the opening.

VS. is …”Media” that is not bound to a single theme.“A device” rather than a “facility.”

I have been working on the Knowledge Capital project at Grand Front Osaka since its conception stage. It is a place where various people meet and mingle to create the intellectual creation. For VS., I first came up with the concept of “Forest of Hope.” This is based on the idea of “creating a society where every single person can be happy and can have hope.” The original development requirement was the concept of “combining greenery and innovation.” Following that, I proceeded with this project under the tentative name of “Next Innovation Museum.”

The word “museum” has a limited meaning. It means that it has collections and curators, additionally holds exhibitions in a certain theme. Total Media Development Institute CO., LTD has been taking part in the development of many art galleries and museums. VS. is the first museum for us to manage independently. From the perspective of the operators, we have been thinking again about “what is a museum?” We want it to be a place where various people gather, interact, and create new value while transforming. In that sense, VS. is a “device” that does not have a theme, but rather one that disseminates various ideas to society and puts them into practice. We imagine VS. as a “device” rather than a “facility.”

A mere “cultural facility” does not make a place that is open. “Apparatus” is a new medium. Sociologist Dr. Marshall McLuhan mentioned that “the medium is the message.” We want visitors to take VS. itself as a message so that we can propose new values ​​to society from here.Of course, I definitely think the content is also important. The flow of the opening exhibition by Daito Manabe, followed by Takenaka Corporation and Tadao Ando, ​​is a message to make people realize that “this is a little different from ordinary facilities.” For example, Mr. Manabe is thinking about a new exhibition after fully understanding the significance of VS.’s existence. In this way, it is important that artists and creators are inspired by VS., and express themselves.

We don’t just want to hold an exhibition; we are also planning to create the organization of the researchers and designers. By bringing their ideas together, we believe we can create a new movement. First of all, we want people to see and feel VS. We would be delighted if people share what we are doing and something like the “VS. style” in society.

Let`s capitalize creative power of Osaka.
To the next generation and to the world.

Total Media Development Institute CO., LTD was originally founded by a producer who created the Tower of the Sun at the 1970 Osaka Expo. After that, we built the National Museum of Ethnology on the site of the Expo, and collaborated with the Osaka Aquarium KAIYUKAN to create a new style of aquarium, “Nifrel.” Three epoch-making projects for our company were built side by side in Osaka, and we consider VS. to be the fourth of them.

Osaka has the fertile soil in which new values ​​and cultures bloom, in other words, Osaka has creative power.

Next year, the Osaka Kansai Expo will be held. Our group companies are also involved, but personally, I am more interested in VS. I believe that VS. itself will leave a legacy, unlike the Expo, which will be over in six months. Furthermore, perseverance is required to continue operating it. Some say that it is reckless to operate a cultural facility on a self-sustaining accounting system, but it is the role of business to make it work. Just as our company was founded by producing the Osaka Expo half a century ago, starting VS. will also give birth to a new form of company. It is a big challenge.

Although this project also has elements of a rental space, we want to be as proactive as possible and use our creative power to show new things. Following Mr. Ando and Mr. Manabe, it is necessary for the next generation to participate in various ways. For example, we are considering a collaboration with people who have come out of Knowledge Capital. We want the young generation, especially children, to expand their ideas and think, “I want to do this here.” Also, we do hope it will become a place where people who visit can “discover a new side of themselves.”

On the other hand, I hope that the senior generation will join us. In recent years, the number of startups run by seniors has been increasing, and many of them have unique ideas.

The challenge for the future is to create mechanisms for disseminating information abroad. This place is a window to the world. In that respect, the current situation, with the Expo and the world’s attention focused on Osaka, is a tailwind for VS.. It would be ideal if people would think, “Let’s go VS. while we’re at the Expo,” or even better, “Let’s visit the Expo while we’re here to visit

Mr. Nomura was especially particular about the large space “STUDIO A” with a 15m-high ceiling. Not only can it be used to exhibit large objects, but it can also be used to create an immersive space for video exhibits. “Nowadays, people always look down to check their smartphones, but when they come to a space with this much height, they naturally look up. I want people to feel the fun of lifting their eyes up in an underground space.

“It’s in front of the terminal station, surrounded by greenery space, and was designed and supervised by a world-renowned architect, Tadao Ando, VS. itself will be your first experience. We want you to be surprised and excited from the moment you arrive here.”