In today’s world of rapid and continuous change, what people value in air and how design responds to it are also evolving. Masahiko Choji of the Advanced Design Group shares his thoughts below on the possibilities of air in the near future and the sensibilities designers should value.
The Evolving Possibilities of Air
At the time I joined the company, Daikin was a manufacturer designing air conditioners to control room temperature and humidity. However, with the establishment of the Technology and Innovation Center (TIC) in 2015, the company adopted the corporate message, “Perfecting the Air,” and our approach underwent a tectonic shift. We began to realize that air holds infinite possibilities to transform the world and inspire customers.
Today, discussions about the possibilities of air are taking place both within and outside Daikin, extending far beyond simply the creation of comfortable living spaces through temperature and humidity control. These include air that allows people to remain comfortable outdoors, air that removes pollen and viruses, and air that helps reduce chronic stress. Through all these changes, our designs and products continue to evolve.
For example, “Outer Tower,” launched in 2019, was developed against the backdrop of recent intense heatwaves and driven by the desire to help people stay comfortable outdoors even in the dog days of summer. To provide relief from the heat at Expo 2025 Osaka, Kansai, Japan, we introduced the “Ice Cool Spot,” a rest area where visitors could cool down while remaining outdoors.
More recently, in the Southeast Asian market, we launched the “Air Creator series,” combining a room air conditioner and an air purifier targeting Gen Z. This air solution allows customers to select their preferred fragrances to suit different moments in daily life, such as when they want to fall asleep or relax. Each represents a product or space that creates new value through air and transcends conventional comfort in living environments, as Daikin continues to bring innovation to society.
The Five Senses On-Site: More Essential Than Ever in the Age of AI
As the social environment and values continue to change significantly, what is expected of us as designers? I believe that uncovering customer insights and exploring the value that can be created through the power of air and design are becoming more important than ever, precisely because AI is so pervasive. That’s why going on-site and gathering information firsthand through our five senses is critical.
By experiencing conditions on-site firsthand and absorbing the ambiance through all five senses, designers can identify subtle inconsistencies, define them as issues, and work toward resolving them—an essential role in today’s world. Recently, we conducted a workshop with all team members based on these ideas, and we are already seeing a gradual shift in mindset, with people taking the initiative to visit sites and gather firsthand information. Going forward, we aim to integrate this approach more fully into our daily work as a team and as an organization.
Creating More Daikin Fans Worldwide
My goal is to turn as many customers around the world as possible into fans of Daikin. To achieve this, I aim to approach each and every Daikin product, service, and initiative with meticulous care, further elevating the presence of Daikin Design.
Beyond simply fulfilling our social responsibility to address environmental issues, we seek to harness the potential of air—something that can transform the world and inspire people—to deliver happiness (well-being) to our customers. As a global company, Daikin recognizes that customer insights vary by country and region. That is precisely why I strive to use all five senses to truly understand the air needed in each location and by the people who live there, and to consistently deliver solutions that meet those needs.
