Tokyo, August 28, 2025 – Toshiba Lifestyle Products & Services Corporation (hereinafter TLSC, Headquarters: Kawasaki Kanagawa, CEO & President Executive Officer: Kenji Shirato) today celebrated the grand opening of its new Tokyo Design Center (hereinafter TDC), located in Shibuya Sakura Stage. The center is designed to serve as a base for product design and a platform for communicating the brand's design philosophy.

Guided by its brand promise "Details Matter" and its vision of "committing to always supporting people in creating a hopeful future and a better life," TLSC has long been dedicated to developing home appliances that are closely connected to everyday living.

The establishment of the TDC in Shibuya—an area where diverse values and creative inspiration converge—marks the company's new strategic base for promoting the design of Toshiba Lifestyle Appliances to global markets.

As a core hub for strengthening the long-term "Japan Premium" image of the Toshiba brand, TDC not only brings together the power of design creation but also carries the mission of communicating brand value through design. It is a space that integrates co-creation and innovation. Under the concept of "Design for Center of Life," TDC features multiple zones, including recreated residential environments reflecting two different design styles, a Co-Creation Space that captures and incorporates voices from daily life, a Working Space with office functionality to support creativity, and a Lab designed to nurture free ideas and product innovation.

Through the launch of TDC, TLSC aims to go beyond the traditional boundaries of product design. While taking home appliances as the starting point, the company will pay closer attention to people's broader lifestyles. Leveraging Shibuya's unique advantages as a hub of diverse values, TDC will further expand TLSC's distinctive design philosophy through exchanges and collaborations with external partners and educational institutions.

01

Speech by CEO & President Executive Officer Kenji Shirato on the Company's Mid- to Long-Term Strategy and the Establishment of TDC

Kenji Shirato, CEO & President Executive Officer of TLSC, stated that since joining Midea Group in July 2016, the company has achieved continuous growth by combining the essence of Japanese craftsmanship with the advantages of a globally efficient production system, under a trusted partnership that respects the strengths of both sides. With five consecutive years of global sales growth, TLSC is now entering a stage of a "virtuous cycle of growth and profitability." Guided by the brand philosophy "Details Matter," the company will pursue designs that are both lifestyle-oriented and forward-looking, further strengthening its "Japan Premium" brand image.

02

Launch of TLSC's New Design Philosophy by TDC Design Director Takayuki Miyazawa

Takayuki Miyazawa, Design Director of TDC, unveiled TLSC's new design philosophy: "Design for Center of Life." Building upon the brand promise "Details Matter", this philosophy emphasizes what truly matters in people's lives and experiences, embedding meticulous attention into design. Miyazawa introduced initiatives that TDC will spearhead, leveraging Shibuya's creative atmosphere to host input activities such as cultural exchange forums and future lifestyle co-creation workshops, as well as output activities like Shibuya pop-up living rooms and appliance × art installations. All of these initiatives place co-creation at the heart of design practice.

03

Dialogue: "TDC and the Future of Product Design" with Design Director Miyazawa and Product Designer Suzuki

At the dialogue session themed "TDC and the Future of Product Design," Design Director Miyazawa emphasized that TDC's core concept is to transform the workplace into a space that recreates residential environments, enabling designers to create in settings that closely resemble daily life. Designer Suzuki noted that design should be approached from the user's perspective within contexts as close to real life as possible, and understood through the lens of complete human experience. He added that products that remain beloved over time often serve as the "supporting characters" in daily life—adding vibrancy precisely because they do not overshadow it. Miyazawa concluded by underscoring that the ultimate responsibility for design and manufacturing rests with in-house designers, with TDC positioned to fulfill this mission.

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Tokyo Design Center — Three Inspiring Spaces

Co-Creation Space — the starting point for bringing "Details Matter" to life.

Featuring two recreated residential environments in different design styles, the space allows designers to immerse themselves in real living scenarios and test appliances for color, design, and UI/UX. In the future, it will also be open to creators for collaborative projects.

Working Space — where "Details Matter" is transformed into creativity.

Building on co-creation insights, this space enables the translation of lifestyle perspectives into creative ideas. Designed to balance focus and relaxation, it naturally fosters inspiration and communication.

Lab — the experimental ground for realizing "Details Matter" and advancing the future of living.

Equipped with 3D printers and prototyping tools, the Lab enables rapid prototyping and validation, staying at the forefront of technological and design trends to deliver solutions more closely aligned with real life.