A practical hub for creating the future together with the community:
NEC Shirahama Living Lab

NEC Shirahama Living Lab is a practical hub that creates value from the perspective of everyday life through small, repeated experiments staged in local communities.

By capturing essential issues in a way that is aligned with daily life and rapidly iterating hypothesis testing, we discover raw insights that cannot be gained on paper.

The core of our activities is question-driven value design. By carefully interpreting feelings of discomfort and aspirations that are difficult to put into words, and nurturing them into shared understanding within the team, we cultivate creativity and organizational culture.

Built upon relationships of mutual trust with local residents and businesses, the role of the Shirahama Living Lab is to bring Business, Technology, and Creativity (BTC) together across boundaries, and to nurture the seeds of future businesses and services.