BPLab and Environmental Guild Launch Demonstration Project Delivering Environmental Value Through Lodging Experiences
BPLab Inc. and the Environmental Guild have launched a project at the hotel 'Minn STATION Ai Nagoya' allowing guests to actually use and purchase eco-friendly products during their stay. This creates a new 'experiential D2C' model.
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- 📰 Published: April 23, 2026 at 19:00
- 🔍 Collected: April 23, 2026 at 10:31
- 🤖 AI Analyzed: April 24, 2026 at 02:52 (16h 20m after Collected)
BPLab Inc. (Location: Minato-ku, Tokyo, CEO: Naoki Yashiro) and the "Environmental Guild," an environmental co-creation community operating at "STATION Ai" (one of Japan's largest open innovation hubs located in Nagoya, Aichi Prefecture), are launching a project to utilize environmentally friendly products and services in lodging experiences at the apartment hotel "Minn STATION Ai Nagoya" operated by SQUEEZE Inc.
This initiative is implemented as a new demonstration model project that conveys value through "actual use" rather than mere "exhibition" of eco-friendly products, aiming to lead to purchases and behavioral changes.
In addition, this project is designed for phased expansion, with the period from May 1 to May 31, 2026, positioned as the initial demonstration phase to commence operations.
*What is the Environmental Guild?
The Environmental Guild is a co-creation community where diverse entities such as companies, local governments, and universities participate with the goal of solving environmental issues through "demonstration" and "commercialization." Going beyond mere information sharing, it aims to establish environmental value in society by integrally promoting:
- Formation of demonstration projects
- Creation of new businesses
- Dissemination toward social implementation
■ Project Overview
In recent years, while eco-friendly products and services have been increasing, issues have become apparent, such as:
- The value is not fully conveyed to consumers
- It is difficult to imagine usage scenarios
- It does not lead to purchases or adoption
Environmental products, in particular, have the characteristic that their value is only conveyed through background understanding and actual usage experiences, which presented limitations for conventional exhibition-style promotions.
Under the concept of "a hotel where staying itself becomes an environmental experience," this project utilizes the hotel space as a venue with the following functions:
- A showroom where eco-friendly products can be actually used
- A purchasing flow linked to the lodging experience
- A space to experience environmental actions.
Guests can use amenities and equipment placed in the guest rooms in a manner close to their daily lives, and if they find a product they like, they can purchase it via a QR code.
■ Implementation Details
In this project, the following eco-friendly products and systems will be implemented:
- Eco-friendly amenities
Amenities utilizing organic materials (Miyo Organic)
- Eco-friendly tableware containing recycled materials
"resta" (Noritake)
- Recycled flower pots x plant cultivation medium "Fuwatto" x cactus indoor display collaboration
(Kobayashi / Mitsuiya Industrial "Fuwatto" / Goto Cactus)
- Digital pathways
Visualization of product stories and background information
Design of purchase pathways via QR codes (LOZI)
- Implementation of resource circulation
Installation of the "R-LOOP" collection box for clothing and general goods
Providing waste reduction and circular experiences generated from accommodation facilities (BPLab)
The features of this project are the following three points:
1. Conveying value through "actual use" rather than exhibition
2. Pathway design connecting the lodging experience and purchasing / Demonstration of a model balancing environmental consideration and business viability
3. Unlike traditional PR and exhibitions, communicating the value of environmental products through "experiences in an environment close to daily life."
- Future Development
Based on the data obtained from this project, we will proceed with analysis on product usage frequency, customer evaluation, influx to purchasing pathways, conversion rates, and the feasibility of expanding to other facilities.
Furthermore, we aim to utilize customer evaluations for product development and expand externally as a new distribution model for environmental products in the hotel industry.
■ Participating Companies
Company Name: SQUEEZE Inc.
Location: 1-52 Sakaemachi, Kitahiroshima City, Hokkaido
Representative: Shinichi Tatebayashi, Representative Director & CEO
Business Overview: Provision of the AX (digital transformation of lodging operations) platform centered on the next-generation operation platform "suitebook," development and provision of AI-utilized operation platforms for the lodging industry, hotel planning and operation, and BPO operation support.
This initiative is implemented as a new demonstration model project that conveys value through "actual use" rather than mere "exhibition" of eco-friendly products, aiming to lead to purchases and behavioral changes.
In addition, this project is designed for phased expansion, with the period from May 1 to May 31, 2026, positioned as the initial demonstration phase to commence operations.
*What is the Environmental Guild?
The Environmental Guild is a co-creation community where diverse entities such as companies, local governments, and universities participate with the goal of solving environmental issues through "demonstration" and "commercialization." Going beyond mere information sharing, it aims to establish environmental value in society by integrally promoting:
- Formation of demonstration projects
- Creation of new businesses
- Dissemination toward social implementation
■ Project Overview
In recent years, while eco-friendly products and services have been increasing, issues have become apparent, such as:
- The value is not fully conveyed to consumers
- It is difficult to imagine usage scenarios
- It does not lead to purchases or adoption
Environmental products, in particular, have the characteristic that their value is only conveyed through background understanding and actual usage experiences, which presented limitations for conventional exhibition-style promotions.
Under the concept of "a hotel where staying itself becomes an environmental experience," this project utilizes the hotel space as a venue with the following functions:
- A showroom where eco-friendly products can be actually used
- A purchasing flow linked to the lodging experience
- A space to experience environmental actions.
Guests can use amenities and equipment placed in the guest rooms in a manner close to their daily lives, and if they find a product they like, they can purchase it via a QR code.
■ Implementation Details
In this project, the following eco-friendly products and systems will be implemented:
- Eco-friendly amenities
Amenities utilizing organic materials (Miyo Organic)
- Eco-friendly tableware containing recycled materials
"resta" (Noritake)
- Recycled flower pots x plant cultivation medium "Fuwatto" x cactus indoor display collaboration
(Kobayashi / Mitsuiya Industrial "Fuwatto" / Goto Cactus)
- Digital pathways
Visualization of product stories and background information
Design of purchase pathways via QR codes (LOZI)
- Implementation of resource circulation
Installation of the "R-LOOP" collection box for clothing and general goods
Providing waste reduction and circular experiences generated from accommodation facilities (BPLab)
The features of this project are the following three points:
1. Conveying value through "actual use" rather than exhibition
2. Pathway design connecting the lodging experience and purchasing / Demonstration of a model balancing environmental consideration and business viability
3. Unlike traditional PR and exhibitions, communicating the value of environmental products through "experiences in an environment close to daily life."
- Future Development
Based on the data obtained from this project, we will proceed with analysis on product usage frequency, customer evaluation, influx to purchasing pathways, conversion rates, and the feasibility of expanding to other facilities.
Furthermore, we aim to utilize customer evaluations for product development and expand externally as a new distribution model for environmental products in the hotel industry.
■ Participating Companies
Company Name: SQUEEZE Inc.
Location: 1-52 Sakaemachi, Kitahiroshima City, Hokkaido
Representative: Shinichi Tatebayashi, Representative Director & CEO
Business Overview: Provision of the AX (digital transformation of lodging operations) platform centered on the next-generation operation platform "suitebook," development and provision of AI-utilized operation platforms for the lodging industry, hotel planning and operation, and BPO operation support.