Role: Creative Concept, Art Direction, Experience Design, B2B Strategy
Master’s Program: Master’s in Branding, Creativity, and Brand Communication (ESDESIGN)
Assignment Premise: Select from a list of 20 random words to build a fully developed brand concept from scratch using AI tools as a creative partner. Selected words: Wasabi + Climber.
Challenge & Opportunity
The Problem: Fine dining often relies on superficial theatrical gimmicks (smoke, liquid nitrogen, spectacle) that deliver short-lived impact without building a meaningful sensory memory.
The Opportunity: Transform the unexpected pairing of "wasabi" and "climber" into a narrative-driven gastronomic model where flavor acts as an ascending, disappearing, and returning journey—leading to the brand identity Noboru (昇る, "to ascend").
Brand Concept & Naming
Noboru (昇る): Translates to "ascend" or "climb" in Japanese.
Tagline:The flavor that ascends, disappears, and returns.
AI Co-Creation & Process
AI Tech Stack: ChatGPT, Claude, Gemini, and Midjourney.
Process Reflection: AI served as a creative partner for visual exploration, prompt generation, and structural framing, while strategic curation, storytelling, and final art direction remained strictly human-led.
Academic Program: Master’s in Branding, Creativity, and Brand Communication (ESDESIGN)
Assignment Premise: Conceptualize a strategic brand collaboration that integrates physical building and digital technology to solve a real-world problem.
Challenge & Opportunity
The Problem: Architecture students often evaluate their designs from an external perspective using scale models and 2D renders, making it difficult to feel scale, circulation, and spatial experience at human proportions before building.
The Opportunity: Bridge physical modeling and mixed reality by pairing LEGO Architecture Studio with Apple Vision Pro, turning physical models into real-time, 1:1 scale interactive digital environments.
Brand Concept & Campaign
Concept Name: LEGO Spatial Studio
Campaign Concept:"Enter the Build."
Strategic Actions & Rollout
Vision Pro Native App: Dedicated spatial interface for 3D exploration and real-time data overlays.
University Kits & Labs: Dedicated LEGO Architecture kits integrated directly into architecture faculty design labs.
Community Library: Open platform for sharing, reviewing, and presenting student spatial models globally.
