東屋保存活用計画 HIGASHI DE AERU

歴史と文化を活かした交流拠点をつくろう

本州最東端、岩手県宮古市にある江戸時代の商家。この歴史的建造物、旧東屋酒造店（国重要文化財）を活用し、文化交流の拠点をつくろうというのが東屋保存活用計画（HIGASHI DE AERU プロジェクト）です。

シアターを中心に域外から集客する文化コンテンツの提供
洗練された地域文化としての三陸の”食”と”もてなし”の提供
伝統的芸能、港町の風情と賑わいを再現したマーケットの開催
古くて新しい町の滞在スタイル(農泊・渚泊)の提供

などをテーマに掲げ、具体的にはゲストハウス、シアターホール、マーケット、シェアキッチン、井戸水の復興などを計画しています。この東屋保存活用計画において、ロゴ、サイン、プロダクトパッケージのデザインなど、計画策定のためのグラフィックデザイン全般を岩田デザイン事務所が手がけました。ロゴマークは「東」の古代文字をモチーフに。文化や人の交流拠点として、交差線の折り重なったデザインに仕上げています。

HIGASHI DE AERU – Azumaya Preservation & Utilization Project

Creating a Cultural Hub That Honors History and Tradition

Located in Miyako City, Iwate Prefecture, at the easternmost point of Honshu, stands a historic Edo-period merchant house—the former Azumaya Sake Brewery, a nationally designated Important Cultural Property. The HIGASHI DE AERU project aims to preserve and repurpose this architectural gem as a cultural exchange hub.

Key themes of the project include:

Cultural programming centered around a theater to attract visitors from outside the region.
Showcasing Sanriku’s refined culinary culture, emphasizing local cuisine and hospitality.
Hosting traditional performing arts events and recreating the atmosphere of a bustling port town market.
Offering a new and immersive stay experience, including farm stays and coastal lodging.

Planned facilities include a guesthouse, theater hall, marketplace, shared kitchen, and the restoration of a traditional well.

For this project, Iwata Design Studio was responsible for the overall graphic design, including the logo, signage, and product packaging. The logo mark is inspired by the ancient character for “Higashi” (East), with interwoven crossing lines symbolizing a hub for cultural and human connections.

Graphic Design: Iwata Kazunori
Design(Guest House Space): Chiba Kazuhiro (Chiba Keichiku)
Design(Kitchen Space): Amano Miki (A-MANO DESIGN)
Design(Well Space): Haruka Kuryu
Director: Arisaka Tamio (Contents Keikaku)

2020

東屋保存活用計画 HIGASHI DE AERU

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歴史と文化を活かした交流拠点をつくろう

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本州最東端、岩手県宮古市にある江戸時代の商家。この歴史的建造物、旧東屋酒造店（国重要文化財）を活用し、文化交流の拠点をつくろうというのが東屋保存活用計画（HIGASHI DE AERU プロジェクト）です。

シアターを中心に域外から集客する文化コンテンツの提供

洗練された地域文化としての三陸の”食”と”もてなし”の提供

伝統的芸能、港町の風情と賑わいを再現したマーケットの開催

古くて新しい町の滞在スタイル(農泊・渚泊)の提供

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HIGASHI DE AERU – Azumaya Preservation & Utilization Project

Creating a Cultural Hub That Honors History and Tradition

Key themes of the project include:

Cultural programming centered around a theater to attract visitors from outside the region.

Showcasing Sanriku’s refined culinary culture, emphasizing local cuisine and hospitality.

Hosting traditional performing arts events and recreating the atmosphere of a bustling port town market.

Offering a new and immersive stay experience, including farm stays and coastal lodging.

Planned facilities include a guesthouse, theater hall, marketplace, shared kitchen, and the restoration of a traditional well.

For this project, Iwata Design Studio was responsible for the overall graphic design, including the logo, signage, and product packaging. The logo mark is inspired by the ancient character for “Higashi” (East), with interwoven crossing lines symbolizing a hub for cultural and human connections.

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