We at CIC work every day as individuals and in teams to implement measures to expand the appeal of our content and develop new content. However, completely unrelated to our activities, what constitutes "valuable content" is also changing within the people who receive it as the times change.

In fact, the process of questioning common sense is essential, and sometimes reverse thinking can reveal clues to the essence or new value.

So, while some of you may already know these, I'd like to introduce a few creative examples that I've come across recently that I feel have reversed conventional values and elevated them into compelling content.

"The relationship between people and value" I hope this will give you some ideas when you want to make your life fresher and more fulfilling.

Creative Direction Department Designer
Ryuji Tsuyama

　
　

Reversal of the value of hospitality 1/ Location
Cafe Take no Kuma

The coffee shop is very far away.
It's over an hour's drive from Kumamoto Airport. There is no parking lot.
However, there is a moment to enjoy coffee while looking at the beautiful rice fields.

Owner: Haruki Anai Photography: Ryuji Tsuyama

　
　

Reversal of the Value of Hospitality 2/Light and Time
Cafe Take no Kuma

The coffee shop has no lighting or air conditioning inside.
However, there is light reflected on the water surface and the warmth of the fireplace.
It closes when it gets dark outside.
But I do have time to go home and spend time with my family.

Owner: Haruki Anai Photography: Haruki Anai

　
　

Reversal of the Value of Hospitality 3/Audience and Stage
Cafe Take no Kuma

The wooden-floored room overlooking the rice fields is transformed into a Noh stage during the autumn festival, where Kagura dances are offered in prayer for bountiful harvests and the safety of the village.

Owner: Haruki Anai Photography: Ryuji Tsuyama

　
　

Reversal of Host and Guest in Hospitality 4/ Serving Food and Drinks
Cafe Take no Kuma

The craft beer was served in a bamboo basket. This hospitality made the taste even more impressive. The unexpectedness of the content made it even more brilliant.

Owner: Haruki Anai Photography: Ryuji Tsuyama

　

Reversal of the value of light effects/
KAST FIBER BEAM

KAST, a laser production company, has developed a fiber beam system that converts laser light into safe light similar to that of LED. This makes it possible to shine light onto the audience, something that was not possible with conventional laser light due to the risk to the retina, and even to view the light itself.

Produced by KAST Photography by Ryuji Tsuyama

　
　　

Reversal of place name value/
Metro Map 2006

A part of the work shown to us by the artist, Mr. Kuwayama, at ART FACTORY Jonanjima Open Atelier.
Akihiko Kuwayama "Metro Map 2006"

A map artwork with translated place names
When meaning is imbued into a station, the image of the familiar station changes completely!

New Bridge....Shinbashi
Big Hand Town...Otemachi
Shout of Victory...? !

©︎Akihiko Kuwayama Photo: Ryuji Tsuyama

This is a project that began in 2006, and last year we created a version for the JR Kanto, Koshinetsu, and Tokai areas, and a version for the JR Tokai Kansai area, and are currently working on a Chugoku, Shikoku, and Kyushu version.
Ultimately, they plan to create an all-in-one folding screen showing all the JR, private railways, and subways in the country (scheduled for next year), and they will also be producing a version for expressways, so the unknown Japan is currently expanding.