JR Tokai Hotels Incorporates Art Brut Works into Uniforms, Creating New Value for Diversity and Local Communities - Wins Excellence Award at Japan Hotel Association's 'President's Award for Social Contribution of Member Hotels'

Corsage scarves and pocket squares incorporating Art Brut works. JR Tokai Hotels Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture; President & CEO: Akihiko Ito) was awarded the Excellence Award at the Japan Hotel Association's 'President's Award for Social Contribution of Member Hotels'. Their diversity promotion measure of incorporating Art Brut (*) works into uniforms was highly evaluated. This initiative embodies the company's management philosophy of 'contributing to the development of Japan's tourism industry and local communities.' It serves as an opportunity to deepen connections with the region and promote a mindset shift where each employee naturally embraces diversity. * 'Art Brut' is French for 'raw art,' used as a general term for art and expression by people who have not received formal specialized education. Uniform Project Connecting the Community and Diversity through the Power of Art Brut Taking the opportunity of their 30th anniversary, JR Tokai Hotels launched a committee in 2022 to revamp the uniforms worn by staff at all hotels. It was realized in 2024 after a preparation period of about two years. In this project, Art Brut works by active local artists were incorporated into some uniform items, creating a new communication tool to convey the region's charm to domestic and international guests. Local artists' Art Brut works are used for the 'corsage scarves' worn by female staff and the 'pocket squares' for male staff at each hotel. - Nagoya Marriott Associa Hotel: Ms. Maho Mizukami - Nagoya JR Gate Tower Hotel: Mr. Eigo Iyama - Hotel Associa Shizuoka: Mr. Rio Oishi - Hotel Associa Takayama Resort: Tsukine-san - Hotel Associa Shin-Yokohama: Ms. Mariko Arai - Courtyard by Marriott Kyoto Shijo Karasuma: MAMEMI-san - Hotel Associa Toyohashi: Mr. Yusuke Sugiyama Ms. Maho Mizukami's work (Nagoya Marriott Associa Hotel) Mr. Eigo Iyama's work (Nagoya JR Gate Tower Hotel) Mr. Rio Oishi's work (Hotel Associa Shizuoka) Tsukine-san's work (Hotel Associa Takayama Resort) Ms. Mariko Arai's work (Hotel Associa Shin-Yokohama) MAMEMI-san's work (Courtyard by Marriott Kyoto Shijo Karasuma) At Hotel Associa Toyohashi, the work of Mr. Yusuke Sugiyama (acting under the pen name YUCHIKO), a resident of Toyohashi City, Aichi Prefecture, who paints while working at a local welfare hospital, was selected. The subject depicted is the Toyohashi City Public Hall with its characteristic dome-shaped roof and azalea flowers. The watercolor painting, based on gentle light blue and yellow, gives viewers a refreshing impression. Ingenuity of the Initiative Emphasizing Effectiveness In promoting the project, it was recognized as an important challenge to ensure that each employee deeply understands the significance of diversity, not just as a 'mere design change,' and can transmit that value themselves. To solve this, the following specific measures were taken: 1. Collaboration with Artists and Profit Return Mechanism In cooperation with 'JR Tokai Well Co., Ltd.,' a group company with a proven track record in employing and supporting people with disabilities, an appropriate support and project management structure for artists was established utilizing specialized knowledge. Furthermore, a system was built to return a portion of the design usage fees to the artists themselves, enhancing the effectiveness of the support. 2. Employee Participation in Design Selection A method of aggregating staff opinions to make decisions was adopted for the design selection. Moreover, by sharing the artists' backgrounds and stories, a system was prepared so staff can convey its significance. This disseminates the region's charm, promotes communication between guests and staff, and further deepens the connection between the community and art. 3. Awareness Activities through Wearing the Works Art Brut works are worn for set periods at all 7 hotels operated by the company, functioning as a symbol of promoting diversity. (2026 Wearing Schedule) - April 2 (Thu) - April 8 (Wed): Developmental Disability Awareness Week - September 21 (Mon) - October 24 (Sat): SDGs Week ~ Asian Para Games This project's initiatives have significantly impacted staff mindset changes. An attitude of naturally accepting diversity has permeated, fostering a culture where actions are chosen with a diverse and sustainable perspective even towards new phenomena. Such changes are positioned as a good example of diversity promotion in the hotel industry.