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News room

2026/01/08

Press Release Workplace corporate

Itoki joins Sony and Honda Mobility as a collaborative creation partner for the mobility brand "AFEELA"

Taking on the challenge of collaboratively creating mobility experiences that foster creativity and expertise in people-centered spatial and environmental design

ITOKI CORPORATION (Head office: Chuo-ku, Tokyo; President and CEO: Koji Koji Minato) is pleased to announce that it will participate as a collaborative creation partner in the development of the mobility brand "AFEELA" by Sony Honda Mobility Corporation (Head office: Minato-ku, Tokyo; Chairman and CEO: Yasuhide Mizuno) regarding in-car space and experience value.

At the Sony Honda Mobility booth at CES 2026, which began on January 6, 2026 (local time) in Las Vegas, USA, a pre-production model of the AFEELA 1, scheduled for release in 2026, and the AFEELA Prototype 2026, were unveiled. Itoki will participate as a collaborative partner in the creation of the interior space and experience value of the AFEELA Prototype 2026.
Further details regarding this collaborative creation will be released in accordance with future announcements from Sony Honda Mobility.

Collaborative creation background

Under the slogan We Design Tomorrow. We Design WORK-Style." Itoki has been working to create environments that enhance creativity and productivity not only in office spaces but also in a variety of environments such as the home and third places.
In recent years, advances in digital technology and changes in lifestyles have led to a reevaluation of the value of time spent in various places, including while traveling. In this context, the two companies share the same desire to explore the possibility of reconstructing mobility as a new space that transcends travel, leading to this collaboration.
In this project, we have been exchanging opinions on the ideal interior and lighting for vehicle spaces, from the perspective of how factors such as posture, line of sight, brightness, and sound environment in the space affect people's concentration, relaxation, and communication.

Future outlook

Itoki pursues perspectives and designs that enrich the way people WORK-Style and live in all the places they spend their time.
The knowledge gained from this collaborative creation will be applied to future product and service development and spatial proposals.
We will provide further information on the project and specific initiatives once details become available.

Video message to be shown at CES 2026

In connection with this initiative, a message from ITOKI's Managing Executive Officer and General Manager of Product Development Division, Kazuyoshi Nagao, is featured in an official video released by Sony Honda Mobility.
Nagao commented that, based on the knowledge of ergonomics and spatial design that has been cultivated over 135 years, mobility can evolve into a new living space that enhances creativity and productivity.
*This video will also be broadcast on monitors at CES 2026
*This video has been auto-dubbed. If you would like to play it with the original audio, please select "Settings" → "Audio Track" → "English (US) (Original)" from the bottom right of the player.

<Comments on the video message (summary)

Itoki is a leading company in the design of "work styles and working environments." We always put people at the center, and by integrating ergonomics, advanced spatial design, and vast amounts of data, we strive to create workplaces that stimulate creativity and increase productivity.

"Collaborating with Sony Honda Mobility has been an incredibly exciting experience for us. It's not just about designing mobility spaces; it's a challenge to reimagine people's lifestyles and how they use their time. We strongly believe there is potential to evolve mobility from a "means of transportation" to a "new living space that improves the quality of life both at work and at home."

We are deeply impressed by AFEELA's sophisticated design philosophy and intuitive interface, and realize its limitless potential as "Mobility as a Creative Entertainment Space."
I truly look forward to working with everyone at Sony Honda Mobility to pave the way for the future of mobility and work.

Sony Honda Mobility Booth Information at CES 2026

Date: January 6th (Tuesday) to January 9th (Friday), 2026
Location: Las Vegas Convention Center Central Hall Booth #20800
*Registration on the official website is required to enter the CES venue.
CES official website: https://www.ces.tech/

For more information, please visit: https://www.shm-afeela.com/ja/news/2025-11-20/
This information is current as of the time of publication and is subject to change without notice depending on various conditions.

About Sony Honda Mobility Corporation

Established in 2022 by Sony Group Corporation and Honda Motor Co., Ltd., Sony Honda Mobility Corporation (SHM) is a mobility tech company with the mission of "Pursuing innovation with diverse knowledge and moving people." The company aims to lead innovation in the mobility industry. Combining the technologies, expertise, and development capabilities of both companies, the company works with various partners and creators to develop and sell high-value-added mobility products and provide mobility services. In 2023, the company announced "AFEELA," a brand proposing a new relationship between people and mobility. Pre-orders for its first model, "AFEELA 1," began in California in 2025. For more information, please visit its website (https://www.shm-afeela.com) or follow it on Instagram, YouTube, X, LinkedIn, and Facebook.

About Itoki's Workplace Business

ITOKI CORPORATION was founded in 1890. With the mission statement of "We Design Tomorrow. We Design WORK-Style." the company supports the creation of a variety of "spaces," "environments," and "places" by leveraging its strengths of "Tech x Design based on PEOPLE," including the manufacture and sale of office furniture, office space design, “Space," “Environment," and “Place" consulting, and office data analysis services, as well as furniture for working from home and studying at home, and equipment for public facilities and logistics facilities.

As hybrid work becomes more common and places and ways of working become more diverse, we are developing spatial digital transformation to enhance productivity and creativity, as well as consulting services to support optimal office operations. We are also proactively collaborating with external designers and partner companies to propose new work styles and workplaces for the future.