HAB-YU 見えてくるのは、これまでになかったコトやモノ

HAB-YU journey

HAB-YU special story
Through Elli’s experience at HAB-YU




Forging Ties among Humans, Areas, and Businesses

Through HAB-YU, one of Fujitsu Design’s activities for the purpose of creating new value through design,
we aim to forge ties (“yu”) among different humans, areas, and businesses in a wide variety of ways.
Sharing challenges, ideas, and technologies found in various fields, we aim to cycle through the process of unpacking problems, making the necessary connections, and creating value.


Through HAB-YU, we strive to create changes in the way people work, generate new businesses,
and revitalize regional businesses. In addition, we aim to extend the contribution made by the discipline of design to lifestyle-related fields.
We work on our design activities through a process of creative collaboration.


Centering on community-related issues found around the country, including in Roppongi, as our main focus, we aim to forge ties between urban and regional areas and search for new business themes.

We strive to clarify visions related to various themes, such as “social” and “life,” and implement prototyping and materialization of ICT tools and services.


At HAB-YU, we cooperate with Mori Building Co., Ltd., as well as regional communities and companies,
to work on projects based on three themes: forging connections between urban and rural areas, creative collaboration with customers,
and creative collaboration within companies. Through these projects, we aim to create a picture of what work and life might look like in the future.


Forging Connections between Urban and Rural Areas /
Creative Collaboration with Customers

“Kochi Family” Seminar

Collaborative Creation of Brand Value for Kochi Prefecture

Rural residents of Kochi Prefecture and residents of Japan’s urban areas exchange ideas and provide each other with inspiration while at the same time using Roppongi as a base from which to highlight the prefecture’s appealing features. This is a project that connects urban and regional communities, providing an opportunity for a diverse group people to work together in order to discover and enhance local value.

地域 × ワークスタイル

Forging Connections between Urban and Rural Areas

Rural Areas x Working Styles

Approaches to Work Learned from Rural Areas

Approaches to Work Learned from Rural Areas By combining findings from fieldwork undertaken in regional areas and the insights of urban workers, this project aims to identify actual changes in the way people work and to explore future approaches to work styles that can be adopted by companies and future relationships between rural communities and businesses.


Forging Connections between Urban and Rural Areas /
Creative Collaboration with Customers

Communication Laboratory for Future Society

Cross-function with the Media

This is a public project that disseminates a variety of information to society via the media. By seeking constructive feedback from readers and ensuring the mutual sharing of information, we aim to provide even better experiences.

Future Shop Project

Creative Collaboration with Customers

Future Shop Project

Creation of a Future Shop Vision

Creating opportunities to consider a totally unprecedented type of store, we have achieved the collaborative creation of catchphrases, points of contact with customers, and service systems. Using our results-oriented approach, we have come up with a vision and scenario that are easy to imagine and share.

Work Renaissance

Creative Collaboration within Companies

Work Renaissance

Work Style Vision Design

Fujitsu itself has implemented a cross-sectional collaborative project to think about how people will work in the future. Conceived as a result of numerous workshops, the future ways of working have been visualized in terms of four stages: working as individuals, as teams, as businesses, and society as a whole.

IoT Future Vision

Creative Collaboration within Companies

IoT Future Vision

IoT Vision Design

Achieving a cross-sectional collaborative project regarding the future of the IoT, we have produced the IoT Future Book, which describes IoT services actually needed by humans, based on human-centric data. In addition, we are currently engaged in hypotheses verification for the prototype vision at the IoT Future Hackathons.


The “HAB-YU platform” is the general term for the opportunities that we provide for designers
and others to engage in creative collaboration in order to generate new value, as well as to identify and solve a wide variety of problems.
The platform, which is the system that serves as the activity base, consists of the following five elements:


line Method

Placing humans at the center of everything, we aim to create visions for the future as well as highly sustainable new value based on a future-oriented, collaborative approach, with designers serving as key players.


line Tool

We strive to develop tools that will facilitate the effective generation of a wide variety of ideas within a limited timeframe. We aim to provide appropriate tools suited to different collaborative styles and also to the program aims, such as divergence and convergence.



line Technology

We are also engaged in research and development for collaboration tools and applications using ICTs such as smart devices. Establishing an even more appropriate cloud environment, we will accumulate ideas generated through creative collaboration and user feedback, and will consider providing them as one of our services.


line Place

Underpinned by the concept of “space with a margin,” places where open innovation occurs differ depending on the themes. Ingenuity pops up in unexpected places as a catalyst to foster creative collaboration.


plat_line Partnership

To search for likeminded partners and bring ideas to fruition, we forge ties among humans, businesses, and areas, and cooperate with a wide variety of partners. In addition, we aim to develop a new community that connects Roppongi with other urban areas.


HAB-YU platform


Ark Hills South Tower, 3rd Floor, 1-4-5 Roppongi, Minato-ku, Tokyo

- Tokyo Metro Namboku Line, Roppongi-itchome Station (directly connected to the building)
- Tokyo Metro Hibiya Line, Kamiyacho Station, approx. 10 min. walk from the station
- Tokyo Metro Ginza Line, Tameike-sanno Station, exit 13, approx. 5 min. walk from the exit

- Toei Bus, Line 01 (Shibuya – Shimbashi), Roppongi Itchome Station-mae, approx. 2 min. walk from the bus stop

Route from Roppongi-itchome Station


1) Leave the central ticket gate, turn left, and take the up escalator.
2) Go up two floors.
3) Upon reaching the ground floor, proceed to the entrance of the South Tower and take an elevator from the elevator bank on the right (behind Starbucks) to the 3rd floor.



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