We spoke to Sato, a member of JAL's in-house venture team "W-PIT (Wakuwaku-Platform Innovation Team)" who came up with the idea for this project, and Takaya Matsuda, CEO of Heralbony, about the path they took to bring the plan to fruition and what they would like to achieve in the future.

Location: Heralbony Exhibition "Unusual Future" Tokyo Tatemono Kyobashi Building 1st Floor BAG-Brillia Art Gallery-
*Masks are removed only when taking photos.
A work that combines the "art" of an artist and the "skill" of a JAL mechanic
What was the impetus for starting this project?
Sato: "I was watching a three-minute video on YouTube introducing start-up companies when I came across HERALBONY and it really caught my eye. I was really drawn to the boldness of the theme of 'turning the perception of disabilities upside down.' I'd always been interested in both art and welfare, so I thought I'd like to do something innovative together! That's why I contacted them."


Matsuda: To be honest, I was surprised when I got contacted by JAL. How long ago was it that we first interacted?
Sato: "It was July 2020, so about a year and a half ago."
Matsuda: "I remember being impressed by how polite the messaging and online meetings were."

Sato: "Mr. Matsuda also sent me a heartfelt message, which made me want to work together even more. I work as a flight attendant, so this was my first time negotiating or discussing with people from outside the company, and I was very nervous at first (laughs)."
Matsuda: "At the time, I was shown a video of Sato-san presenting the plan to JAL employees, and it was a fantastic, passionate presentation. I was very happy. I shared it with all of our employees."
-- Your enthusiasm was conveyed, and the project actually got underway.
Sato: "My superior at W-PIT told me that he understood my thoughts, and the company gave the go-ahead, so we started working with HERALBONY."

Matsuda: "At first, various ideas were put forward, such as turning the plane into a museum or co-creating the design of the aircraft. My brother has a severe intellectual disability and is prone to panic attacks, so I remember that a plan to create a flight for people with this condition was also discussed."
Sato: "We never ran out of ideas. Among them, the 'Waste Material Art Exhibition' we held at Haneda Airport during Disability Week at the end of 2021 focused on an exhibition that combined scrap aircraft parts with art. As this was the first JAL x HERALBONY project, we borrowed the power source from engine parts, the heart of an airplane."

Reiko Aoki (member of the Hajimari Museum of Art) A blade object with a "circle" design
Matsuda: "The mechanic who wraps the planes attached the art to the engine blades. The blades are quite curved, and the art was applied without any air bubbles. I was amazed at the skill of the JAL craftsmen."
Sato: "I'm really happy that visitors were able to experience not only the art and the planes, but also the master craftsmanship of the mechanics. I hope to be able to bring this little-known craftsmanship to the world even more in future projects. The main piece of the 'Recycled Material Art Exhibition', 'Circle' by Reiko Aoki, was chosen by a vote of all JAL employees who are close to the sky. As it is a colorful piece with a light blue base, we received comments such as 'I thought it was good to have skies of various colors' and 'I felt a sense of diversity from the colorful use of colors.'"

Matsuda: "The art we provide is created by people with intellectual disabilities, who have taken the place of the paintbrush. We feel great joy and excitement in being able to share this work and talent with society together with JAL."
Sato: "I also think that by combining the works that can only be created by artists with disabilities with the things that only JAL can do, we can have a greater social impact. I would like to wrap planes and airports in Heralbony's art and send them out into the world."
"Airport Museum" makes the airport a "destination" rather than a "passing point"
--What was the response to the "Recycled Art Exhibition" at Haneda Airport?

Sato: "Some people came to Haneda Airport just to see the 'Waste Art Exhibition.' We asked the W-PIT members who volunteered to guide visitors at the exhibition to explain the artworks one-on-one. We received comments through JAL's travel community 'trico' and social media such as 'We want to support this wonderful initiative' and 'We hope this will be held all over the country.'"
Matsuda: "I felt grateful that they carefully interacted with each customer and introduced their works to us. After the 'Waste Material Art Exhibition', other companies became interested in HERALBONY's art and contacted us."

--By co-creating with two companies from different industries, JAL and HERALBONY, unexpected connections are expanding.
Matsuda: "That's right. I really feel like this project has had an impact."
Sato: "The event was held at a time when offline interactions have decreased due to the COVID-19 pandemic, so we felt the importance of real connections. When I saw a customer who came with a disabled child in tears, saying, 'This initiative has given us courage,' I felt that the message we wanted to convey had been conveyed."
Matsuda: "It's a really heartwarming episode, and it really lifts your spirits."

Sato: Yes. However, there were some things we could have done better. Because we placed importance on one-on-one explanations, we didn't have many signs that people could understand at a glance, but a person with a hearing impairment told us, 'It would have been better if there had been signs that even we could understand.' This was a lesson we should use in the future.
--Some things can only be understood by actually holding the event. Currently, "MISAWA ARTPORT" is being held at Misawa Airport. Can you tell us what the highlights are?
Sato: "At Misawa Artport, art is integrated into the stairs and windows leading to the departure gates at Misawa Airport, the observation deck, the boarding bridge, and other unique places that make the airport stand out. Because the exhibition is being held in Aomori, we decided to exhibit only works by artists from Tohoku. The main piece, chosen by votes from visitors to the Waste Art Exhibition, is by Akira Onozaki, and it decorates the entire wall of the departure gate at Misawa Airport."

The entire wall at the departure gate is decorated with "Flowers and Fireworks" by Akira Onozaki (individual artist)
Matsuda: "The brightly colored flowers in Onozaki's work, who is from Akita, really brighten up your mood. Also, the stairs leading to the departure gate are really cool."

Stairs leading to the departure gate Asuka Tasaki (individual) "My first air trip"
Sato: "The art on the stairs was created by Iwate-born Asuka Tazaki, who drew her own experience of flying with JAL. It's a picture that heightens the sense of excitement before departure, so I think it's perfect for the journey to the departure gate. We also created art on the letters "MISAWA" on the observation deck. These letters, which can be seen from the plane, create a beautiful contrast with the accumulated snow during the day, and at night they are lit up, so you can enjoy two different faces."

Observation Deck Masaki Watanabe (Tamu Tamusha Nakayama Studio) "Building"

Observation Deck Masaki Watanabe (Tamu Tamusha Nakayama Studio) "Building"
Matsuda: "It's interesting to see the whole airport as a museum and as a new tourist resource. Rather than ending this project as a one-off, I think it would be good to expand it to various regions and create a format called an 'airport museum for revitalizing the local area.'"
Sato: "We received comments from customers who visited Misawa Airport saying, 'I think it's wonderful that the airport is not just a stopover on the journey but a destination.'"
Matsuda: "'Become a destination, not a passing point' - that's a wonderful phrase."
Sato: "That's right. That was exactly what we were aiming for, so I was very happy that the message was conveyed to the customers. I also want the local people of Misawa to visit. I hope it will become a leisure spot and date spot where people can casually go and say, 'Let's go to the airport to see the art.'"

Boarding bridge art spreads out before you as you disembark from the plane. Left: "Untitled" by Katsumi Sasayama (affiliated with the Hajimari Art Museum), Right: "Untitled" by Toshio Katahira (affiliated with Tamutamusha Nakayama Studio)
--And it would be great if you could also buy souvenirs that are only available at Misawa Airport.
Sato: "That's right. With the idea of 'adding more color to your journey,' we are offering baggage tags made from leftover seat covers on JAL domestic flights decorated with works by Heralbony artists. We hope that every time you travel and look at your baggage tag, you will feel closer to the artists and their art."

Collaborative baggage tags: White: "Numbers" by Satoru Kobayashi (currently affiliated with the Lumbini Museum of Art), Black: "Leaf" by Koichi Tsuchiya (currently affiliated with the Hajimari Museum of Art)

JAL original handkerchief and message card "Maru" by Reiko Aoki (member of the Hajimari Museum of Art)
Sato: "And what's more, from March 1st, the first 100 customers who spend 5,000 yen (including tax) or more at the Misawa Airport souvenir shop (Sky Mart B-dol) and purchase items made from JAL recycled materials or collaboration baggage tags will receive an original JAL handkerchief with the same design as the blade objet d'art, a "circle," and a message card. It's so cute! I would be delighted if Aoki Reiko's "Circle," which makes people feel cheerful, reaches as many people as possible and makes them think of MISAWA ARTPORT every time they use it."
Continuing co-creation will lead to opportunities to get closer to "travel," "art," and "welfare"
--The projects at Haneda Airport and Misawa Airport are the first step in co-creation, but is there anything else you would like to do in the future?
Matsuda: "My biggest dream is to wrap an aircraft in HERALBONY art. Just thinking about it gets me excited. Of course, it would also be fun to be involved in JAL's amenities and in-flight sales."
Sato: "I'd like to create collaborative products that can only be purchased on board. I'd also like to use art on the scarves worn by flight attendants and ground staff, and on the cups used on board, so that art can become more and more integrated into the design. For example, I'd be happy if more people learned about HERALBONY by placing art on the mats served with in-flight meals."

Matsuda: "As I mentioned earlier, I would also like to make the local revitalization initiative a reality. I would like to decorate the airport using works by local artists and sell original goods. I think it would be great to plan such an initiative and work in cooperation with the local government."
Sato: "I'd love to do that. If we can develop this project as a combination of 'regional revitalization and art' and be able to solve social issues through a team-up between JAL and HERALBONY, then that will really strengthen the meaning of our co-creation."
--This co-creation is full of possibilities in terms of social significance as well.

Matsuda: "That's right. When we opened a store in a department store in the past, we had customers say things like, 'This is the first time I've been to a department store.' Some people feel it's difficult to go to public places if they have a family member with a disability. But if HERALBONY has a store there, they'll feel it's okay to go. We want to create that kind of effect with JAL. I think the message that can be conveyed by incorporating art and welfare into infrastructure is powerful."
Sato: "We don't want this project to be just a passing one, but rather we want to set a much longer-term goal and work together for a long time. We want JAL to be a conduit for people to learn about Heralbony, art, and welfare."

Matsuda: "The 'Waste Material Art Exhibition' and 'MISAWA ARTPORT' are the first steps. I want people to understand that the art that visually colors the excitement you feel before boarding a plane is created by artists with disabilities, and I would be very happy if people could wonder what kind of people are creating the artwork."
Sato: "We would like to share the thoughts that went into the planning, the stories of how the artists created their art, the craftsmanship of JAL's mechanics, and more, so that people can learn more about these projects. We hope that this initiative will bring people closer to airplanes, art, and welfare."

The colorful art that decorates the airport is filled with the thoughts of many people. Please come and visit Misawa Airport to simply enjoy the art. We hope that you will also learn the meaning behind the art and use it as an opportunity to think about welfare and society.
MISAWA ARTPORT - Uniqueness and waste materials released in Misawa -
Location | : | Misawa Airport (Misawa Shimosawa, Misawa City, Aomori Prefecture) |
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Event period | : | Until Thursday, March 31, 2022 |
open time | : | 8:00~20:00 |
web | : | https://www.jal.co.jp/jp/ja/dom/special/aomori/misawa_art/ |
HERALBONY Co.,Ltd.
overview | : | With the mission of "Let your uniqueness shine", this welfare experimental unit aims to create a new culture with welfare as its starting point. They have signed art license agreements with artists with disabilities from all over Japan, and are developing a variety of projects with an eye towards expanding the welfare field, such as the art and life brand "HERALBONY", which turns works into products based on over 2,000 pieces of art data, and the "All Japan Temporary Enclosure Art Museum", which repurposes artworks into temporary enclosures at construction sites. |
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location | : | 2-38 Kaiunbashi-dori, Morioka City, Iwate Prefecture |
Representative | : | Representative Director and President Takaya Matsuda, Representative Director and Vice President Fumito Matsuda |
Official site | : | https://www.heralbony.jp https://www.heralbony.com |
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The contents published are accurate at the time of publication and are subject to change.