“A Free Hand to Design a New World of Luxury Houses” What gave rise to the ZIZAI Design Office Tokyo/Osaka,
our top design team that pursues development of one-of-a-kind luxury housing,
and where does it seek to go? Here we will see where they are now and catch a glimpse of their future.

Members of ZIZAI, selected from within the organization, perform their roles on the same lofty stage as might an engineer from an automaker that races in F1, or a designer at a fashion brand that presents in Paris collections. Even within Daiwa House Industry, the ZIZAI Design Office is an elite team of our top designers who are tasked with creating fully order-made luxury housing.

It was around 2019 when the ZIZAI concept first took root. At the time, almost all of the housing manufacturers had teams dedicated to luxury housing, while Daiwa House Industry had adopted a framework in which it outsourced to individual designers for respective properties.

In order for latecomer Daiwa House Industry to break out and lead the pack, we would need someone who could draft a roadmap from a commanding vantage point, yet be grounded by a successful track record. Our search would take us outside the company to call upon a contractor and top designer, Keizo Sakurai, for his experience across numerous housing manufacturers and expertise in launching a design office.

Having joined the company, Mr. Sakurai was tasked with two missions. The first was to “assemble a team that specialized in luxury housing.” Moreover, as wooden structures were favored in the world of luxury housing for their high degree of flexibility, there was also the goal of “promoting wooden construction” in Daiwa House Industry, a company that developed steel structures to what they are today.

The first year of the two-year preparation period accounted for team formation. We met face to face with designers around the country and delved below the surface, primarily with housing meisters (a certification program of housing design professionals) who made up the top few percent of the roughly 700 designers in the company. Those talented individuals who we could think of as “absolutely necessary to making ZIZAI the market leader” were given top recommendation.

Personnel selection, going beyond design skill, placed an emphasis on “humanity.” Mr. Sakurai was aware that the way of communicating when dealing with high-net-worth clients was of utmost importance. “What the client says should never be dismissed. First off, listen and understand, then offer a more beneficial proposal. However, a pro will have on hand a response such as, ‘This is the best option for this site or lifestyle.’” He added, “The ability to communicate is essential to empathize with clients.”

Together with Mr. Sakurai were seasoned veteran designers who had shared his journey serving across a number of companies. Mr. Sakurai laughed as he recalled being turned down when, early after this next career move to Daiwa House Industry had been set, he suggested “Why don’t you come with me?” After some reconsideration, however, they supported Mr. Sakurai, becoming Daiwa House Industry employees, thinking that “It might be fun to once again have a fresh start.” Together, they devoted the next year to formulating a scheme.

Then there was the development of our highest-grade single-family housing “Wood Residence MARE,” an iconic product that would become emblematic of ZIZAI.

Whether it be a car, home appliance or housing, a manufacturer’s brand product is determined by its concept and form factor. For latecomer Daiwa House Industry, however, thinking outside the box would be required. While bearing a single brand, “MARE” would be imbued with unprecedented freedom and flexibility. Rather than what we call “MARE” being defined by form, “MARE” is a concept that resides within the minds of our designers. This means that everything designed by the ZIZAI Design Office is considered as “MARE.”

One example of MARE is a model of the actual house at the Komazawa Park Housing Gallery in Tokyo that showcases the “mixed construction” of the two construction styles of Daiwa House Industry, in a blend of reinforced concrete on the first floor, with a wooden structure on the second.

The announcement of “MARE” in May 2021 sets forth only the rules for performance and quality that support a long-term guarantee. This marked the full-fledged start of the ZIZAI Design Office.

Each of the ZIZAI designers could be at the top of an organization in their own right. That’s how good they are. Obviously, there’s no need to mention about their powerful personalities.

Leading off with Manager Sakurai, yes, that’s true. If there are designers who think of Mr. Sakurai as a “free spirit,” then there are directors who say “He’s having fun with his hobbies to the fullest, even while sleeping. His range of knowledge is broad, and he always has his radar up and running.”

Mr. Sakurai enjoys a change in his surroundings, such as when he does telework. He goes to a spacious open space to think up ideas, and stays at home when he needs to focus. His hobby has transitioned from boxing to full-contact karate, and doing that he breaks a sweat several times a week. Karate, which is based in its respect for propriety, fits with the fundamentals of the architecture he strives to achieve. The books he likes to read, the interior designs of restaurants he has newly discovered, and the discussions he has with friends in different industries—these all circle back to his architectural inspiration.

Mr. Sakurai seems to enjoy himself, and in a way is even proud, when he talks about the appealing points of the other designers, commenting that one is “just like a scholar, with such familiarity of architects and architecture around the world, from past to present.” Or “On top of amazing designs, what exceptional management capabilities!” “Despite working harder than anyone, he manages to take proper vacations for his family, going to see architecture on overseas trips.” And another is “admired for his big heart, with so many employees saying, ‘I’m that designer’s apprentice!’”

Among the designers, some may be entertainers who perform for clients with inspired genius, while others are navigators who are passionate about deeply understanding their clients’ lifestyles and providing optimal solutions. All of them are somewhat on the older side, but they are that much more experienced for that reason. As architects, any one of them could be the king of their own country or castle.

That is the very reason that Mr. Sakurai holds their designs in high esteem. He exercises caution so as to never be critical in his advice. He doesn’t want them to feel the same way he felt in his youth, when at a competition he had the infuriating experience of being criticized by a top figure in the industry. He comments, “There are no right answers in design. If a client thinks ‘That’s fine,’ then that’s what’s correct.”

The second “getaway” house, situated on a hill overlooking the seas off of Atami, is a luxury house designed by Mr. Sakurai.

The owner manages the property with the concept of “a place that can be used for business discussions or for employee recreation, or also by families and friends.” The owner had initially been talking to a different company, but we received an opportunity to make a proposal.

Mr. Sakurai’s thoughts on his first visit to the site were, “It offers views of the ocean, the local greenery, and Atami Castle. Just how can we leverage this spectacular scenery to elicit the site’s maximum potential?”

The plan he drew up was for a three-story structure, with the top floor featuring the living, dining, and kitchen areas as well as a roof-top balcony with an ocean view. However, with adjacent buildings looming to either side, in just which direction should the windows be facing to enjoy the beautiful scenery? How high should the third floor be raised to ensure a clear view?

The land at the site was for the most part sloped, so a deep foundation would normally be recommended. In this case, however, the owner wanted a parking area that could serve multiple vehicles, so we decided to level off the land by using a retaining wall and embankment, and to position the building and parking area on top of that.

Still, the third floor was somehow just not high enough. Mr. Sakurai then made a proposal to further elevate the height of the retaining wall and embankment. Naturally, this would also raise expenses. Examining the estimate, the owner was shocked. Even so, Mr. Sakurai stood his ground, convinced that this was the best option, considering the scenic views that would be possible, keeping costs in check, and future asset value. The owner came around to Mr. Sakurai’s thinking, expressing agreement, which ultimately led to the completion of a one-of-a-kind luxury house.

Looking back, this towering retaining wall buoyed the asset’s value, namely, the property’s scenic views, gaining a high reputation among those in the local real estate business and property owners, as well as people who are searching for a luxury house in Atami.

The owner of this property commented, “Mr. Sakurai accepted 100% of our requests, put himself in our position, and worked to bring our wishes to reality to the maximum extent possible. In the past we’ve approached a number of designers and architects, but Mr. Sakurai’s support was on an entirely different level. He was a true professional.”

High-net-worth clients have a clear idea of what they want and are quick to make decisions when they agree with proposals. Conversely, mistakes are met with equally quick judgements, which will be severe. Mr. Sakurai explained, “In any situation, a sincere response is the only way to handle it. In the event of a mistake, there can be no covering it up or excuses. We will be forthright, apologize, and offer a solution. Responding with sincerity in these three ways is all that can be done” to make things right.

ZIZAI is comprised of a “designer team” that performs basic design, and a “director team” that conducts design implementation and other duties. The latter team consists of members who handle 3D modeling and interior coordination.

In architecture industry terms, basic design is referred to as the “front,” and design implementation, the “back.” Mr. Sakurai, however, sternly warns that “these names are forbidden at ZIZAI.” He’s always telling the members, “No matter how many pictures the designer draws up, you can’t construct a building unless the director is perfectly faithful to the drawing. Both sides are equal.”

Mr. Sakurai’s view that all members are of equal status is also evident in team meetings. All members in Tokyo and Osaka meet weekly online and sometimes in actual in-person meetings. During each of these meetings, time is set aside for one member to give a speech on any topic of their choosing. The original purpose was to bring members in Tokyo and Osaka closer together and to get to know one another, but the quality of the presentations has improved so much that they now resemble presentations with professionally crafted materials.

Owing to this, the team has come to know its members’ fields of expertise and experiences, and there have been increased opportunities to exchange information. If someone mentions “I’m going to build a garage,” the car lovers will have a wide-ranging discussion, and if a member posts in the chat that they “want to put a barrel-style sauna in a garden,” others will drop by and check out the building coverage ratio and power supply. This teamwork brings depth and breadth to the proposals provided to clients.

Mr. Sakurai’s focus on bringing out the best in people extends to the entire Housing Business Division. He has continued to conduct the internal Web seminars for designers he started when ZIZAI was first launched, and as a culmination of that effort he unveiled in fiscal 2024 a full six-part series called “Thoughts on Design by the ZIZAI Design Office.” This would be used as an internal manual, and also leveraged as an “implementation case study” for publishing on the company’s website and as learning materials for a video “digital showroom,” similar to a virtual exhibit.

ZIZAI’s knowledge and experience, honed by its interactions with high-net-worth individuals who possess a high aesthetic sense, will certainly be a force to be reckoned with in standard residential and non-residential projects. ZIZAI has even moved forward on supervising an interior design project for a hotel.

Along with tackling new challenges comes intense struggle. Indeed, the hurdles were high for Mr. Sakurai, an outsider hired by Daiwa House Industry, an organization with established rules and systems.

Still, Mr. Sakurai feels a deep empathy for the founder’s spirit of “Now, take a step forward.” The company he was once a part of was not afraid to step forward, which is why it developed into what it is today. At Daiwa House Industry as well, the ZIZAI Design Office should break away and step into a new world. And not only ZIZAI. We believe that all of the designers at Daiwa House Industry hold that potential.