News room

ITOKI CORPORATION (Head office: Chuo-ku, Tokyo; President and CEO: Koji Minato) is pleased to announce that Hirotaka Tayuki, who is active on the global stage, has been appointed Chief Creative Director of the company as of March 1, 2025.

Our company has a mission statement of We Design Tomorrow. We Design WORK-Style." and is developing a "Workplace Business" that appeals to the sensibilities of our customers and creates attractive offices. In fiscal 2025, the second year of our ongoing mid-term management plan "ITOKI RISE TO GROWTH 2026," we have set an important theme of increasing our brand presence by improving design.

As Sony's Creative Director, Tayuki has a unique track record of leading creative direction at the forefront, fusing different specialties and industrial boundaries, such as global and local, digital and analog, and product and space, with a strong sense of inquiry. His appointment as Chief Creative Director is intended to promote the fusion and expansion of our company's strength, "Tech x Design based on PEOPLE," and further advance the development of our design strategy.

In the future, together with approximately 200 in-house designers and external creators, we will seamlessly connect workspace design, CMF design, and product design to improve the precision of our custom-made office designs and meet the diverse needs of companies.

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"Space, products, technology, and communication are all equally necessary design elements, and I believe that in the creative field, it is their fusion that leads to improved experiential value. Office space is exactly where this crossroads lie, and I feel that the space and product designs that ITOKI can provide, which fuse tradition and innovation, have infinite potential. Please look forward to it."

Biography
After majoring in spatial design at the Department of Industrial Design, Chiba University, he joined TOTO Ltd. and then Sony Corporation in 2003. In the UK, he was involved in the design and development of products for Europe and exhibiting at the Milan Salone. After returning to Japan, he was in charge of comprehensive creative direction for the home entertainment category, design R&D and new categories such as televisions. In 2019, he became the creative director and head of the Design Center Europe. As a hub for global bases, he leads the creative direction of brand development, product design, marketing communication, advanced design development, design research, etc. In addition, he designs and produces spaces and interactions for events, retail, offices, etc. He also designs furniture and objects as an individual designer and exhibits at the Milan Salone and the London Design Festival.

He has received numerous awards, including the iF Design Award GOLD, Good Design Award GOLD AWARD, Red Dot Design Award Best of the Best, the National Invention Award Minister of Economy, Trade and Industry Award, and the FRAME Award.
Special lectures at Chiba University, Tama Art University, Kyoto Institute of Technology, Central Saint Martins (UK), etc.