MORI LIVING

A showcase of the housing business,
where Mori Building’s idea of
“the richness of living in the city” comes alive.

The “MORI LIVING” website is the place where information on all of the residences Mori Building handles is brought together. To make it not only easy to use for users searching for a property, but also a place where Mori Building’s thinking is naturally conveyed and corporate value is enhanced, we consistently handled everything from establishing the communication policy to design and production.

About the Client

Mori Building Co., Ltd.

Business Description

A comprehensive developer that, under the philosophy of “creating cities, nurturing cities,” handles office and housing businesses as well as commercial, art and culture, and consulting businesses. Through Hills projects such as “ARK Hills” in 1986 — Japan’s first large-scale redevelopment — and “Roppongi Hills” in 2003, one of the country’s largest redevelopments, it proposes what the Tokyo of the future should be.
MORI LIVING Features

Providing high-quality rental and for-sale residences and serviced apartments. Total housing supply of about 3,800 units. With lush green environments, well-appointed ancillary facilities, design that follows the concept, and superb livability through the latest technology — along with services such as concierge service, a residents’ spa, and a health consultation room — it proposes a rich urban life.

What the Project Aimed For

MORI LIVING’s existing site for selling residences had been built more than ten years earlier, and had fallen into a state that was hard to use for both users and administrators. The direction of the site created at the time of its renovation also failed to convey the appeal of either the content or the residences. And in that state, the “city-making” philosophy upheld by Mori Building as a whole was not reflected. In renewing it anew, we thought hard about what should be done to once again convey Mori Building’s stance of considering the city and living as one.

Point 1 — Consolidating Information on Around 30 Existing Residences

Brand Research

Hearings with each stakeholder and
inputting information on all residences

Mori Building’s housing business consists of three types: rental, for-sale, and serviced apartments (furnished residences). The information customers seek differs for each business, and the communication methods used in sales also had to change. So we conducted hearings with the person in charge of each business, grasping the customer needs and sales methods by business. In addition, to understand the features and information of each of the 28 residences, we researched past sales materials and conducted hearings with the people in charge at the time of their establishment, digging into the unique appeal of each residence.

Point 2 — Information Design That Is Easy to Use, Mori-Building-Like, Across Vast Information

Information Design

Editing in which Mori Building’s idea of “the richness of living in the city” reaches every corner

To live in a home created by Mori Building is to live in a city created by Mori Building. We carried out information design and copywriting so that, through information about the homes, the “richness of living in the city” that Mori Building has cultivated comes through. On the functional side, we also designed and developed the interface so that users can search without getting lost.

Point 3 — Renewing the Visuals of All 25 Locations to Re-Tell the Value of the Residences

Photography Direction

Expressing the “Vertical Garden City” through photography

“Vertical Garden City” — the form of the city that Mori Building arrived at over half a century. To express, in visuals too, an urban environment in symbiosis with nature, increasing greenery by creating large open spaces on the ground through high-rise development, we shot at every facility. We newly shot a total of 317 cuts across all 28 residences over about 40 days. For locations that absolutely could not be shot due to rights and other circumstances, we adjusted existing cuts to match the renewed tone.

Voices from the Makers

Hayashi: Looking back, we worked on it for over a year. So many people were involved — I really feel it was a job we built together, led by Mori Building. The visual team, including Geek Pictures, who handled photo production from new shoots to tone adjustment of existing photos, and Takakazu Aoyama. Munemasa Fujimoto and Akio Mitomi, who spun Mori-Building-like words down to the fine details. Kei Kawakami, the DFY design team, and mount’s designers, who patiently worked from developing and organizing the design system to building out the enormous number of pages. Our own Umetsu and the DFY engineer team and mount engineer team, who worked from creating mechanisms for efficient, stable development to the actual mass production. And the PM team, including Kanno, who ran around to move the long project along smoothly. And the people of Mori Building, who took on the work together, asking ourselves “what makes something good?” I myself became so steeped in Mori Building, body and soul, that I’ve developed a constitution where I no longer flinch at Tokyo Tower right before my eyes from a high floor. 😂
Umetsu: In the season of great heat, how are you doing? It’s been quite a while since I was buried in the work, but I was helped so much by DFY and Terada. I don’t even know when this comment will be made public.
Tai: The Tokyo cityscape that Mori Building showed us — dignified and refreshing at once — I still can’t forget it. With each passing day of production, I grew, if I may say so, attached to the residences. The site is crafted carefully in every detail; please take a look.

クレジット

CLIENT: Mori Building Co., Ltd.
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Creative Direction, Art Direction, Planning, Design: Hidekazu Hayashi ( mount inc. ) / Produce, Project Management, Information Architect: Ayame Kanno / Technical Direction, Development: Takeki Umetsu ( mount inc. ) / Planning, Lead Information Architect: Yuichiro Imamura ( Imamura Token ) / Project Management: Kyunghee Yoo ( DFY ) / Project Management, Information Architect: Saki Sakai ( mount inc. ) / Lead Design: Kei Kawakami ( asobi graphic ) / Design: Seongjin Lee, Yerin Son, Boryeong Lee ( DFY ) / Design, Planning: Tai Tuong ( mount inc. ) / Design: Cheng Chang ( mount inc. ) / Development: Nana Terada ( mount inc. ) / Development: Hyunjung Park, Junhee Kwon, Jinjae Lee, Taejun Kim, Seungyeon Yoon, Yeongbin Jeong ( DFY ) / Design Assistant: Liu Yiwei ( mount inc. ) / Development Assistant: Akari Yamashita ( mount inc. ) / Copy Writing: Munemasa Fujimoto ( UltraBlack ) / Edit, Writing: Akio Mitomi / Text translation - English: Heiwa Cesna Saar ( Soli Consultants Ltd. ) / System Development: Satoru Kurata, Manami Ganaha, Yukie Enomoto, Qian Xinyun, Takahiro Koseki ( Dog Creative ) and 5 others /
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PHOTOGRAPHY(1st Phase) ＿ Produce: Fukutaro Inadome ( GEEK PICTURES ) / Project Management: Masakazu Tsuru ( ingraft inc. ), Shoko Nakahashi ( mount inc. ), Hitomi Godo, Anju Tamura ( GEEK PICTURES ) / Photography: Takakazu Aoyama, Chinami Uematsu, Sherry Kaneko / Retouching: Yumi Morimoto
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PHOTOGRAPHY(2nd Phase) ＿ Produce: Masakazu Tsuru ( ingraft inc. ) / Photography: Tomiyuki Takahashi, Takamitsu Motoyoshi, Takashi Katakura / Assistant: Moe Sato, Yayoi Takikawa / Retouching: Yumi Morimoto
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MOVIE ＿ Produce: Junpei Yamamoto ( GEEK PICTURES ) / Cinematgraph, Edit: Naoto Sakamoto / Camera ( 2nd ): Yusuke Tokimitsu / Color Grading: Kento Katayama ( L'espace Vision )