Report from the 2025 GOOD DESIGN AWARD Second Screening Panel ＋ Best 100 Selection Committee： 3 days of interactions between diverse viewpoints and passions

The Second Screening Panel was held over three days, from August 6 to 8. In the enormous hall where a great number of subject entries for each unit were arranged, the judges gathered early each morning and carried out their screening until sunset, discussing each one thoroughly.

Where the actual objects could be displayed, such as with everyday goods, furniture and home appliances, or automobiles, the items were on display. Where it was difficult to display the actual objects, panels, architectural models, samples of materials, and so on were exhibited. In each unit, ideas to effectively express the intent and appeal of the design, such as supplementary materials or explanatory videos, or magnifying glasses to show details, were seen at every turn, allowing the points which the designers wanted to communicate to the judges to be clearly and accurately conveyed.

The Second Screening Panel, an intense and continued period of experiences and exhaustive conversations

On the first and second days, the subject entries that will pass the screening are determined by each screening unit consisting of 4 to 6 judges per team, just as with the First Screening Panel. Entries that pass the second screening are considered to be GOOD DESIGN AWARD candidates.

During the Second Screening Panel, the judges carefully check how the submitted designs have been positioned as initiatives, as well as their history so far, and even their potential to spread and develop in the future. The judges also examine the entries from the perspectives of their ease of use when they are tried out, and who the design is for. They discuss each of the materials earnestly and repeatedly as they look through them. There were a wide variety of entries from Japan and overseas, and every detail was thoroughly examined, including the materials used and the price range.

Overseas judges also participate in the discussions, which continue with great care, paying attention to cultural differences and the screening criteria for the GOOD DESIGN AWARD, until all the judges are satisfied. As diverse sets of values clashed with each other, a deeper examination took place.

GOOD DESIGN BEST 100 selection on the final day of screening

Finally, on the third day, the candidates for the GOOD DESIGN BEST 100 are selected by each screening unit from among the subject entries that passed the second screening.

Everyone walks over and stands in front of the subject entries which have been selected as candidates for the GOOD DESIGN BEST 100. Each unit leader (the representative of the screening unit) presents each of their selections to unit leaders from other fields.

In order to present within a limited time, unit leaders sometimes continued to explain without taking another breath and suddenly found themselves running out of breath. An overview of the selected design and what made it fitting for the GOOD DESIGN AWARD were recounted in the perspective and words of each unit. For the units relating to the environment and people's lives, some of the judges said that they actually went to see the sites. Their strong and passionate desire to take responsibility for telling the unit leaders from other fields about their subject entries, and the way in which they used the phrases “a small step” and “design leaps” as they talked about the entries as something which mattered to them personally rather than as someone else’s business left a deep impression.

The selection of the GOOD DESIGN BEST 100 then started, based on these presentations.

At the beginning, Seiichi Saito, the chair, said, “A tremendous number of people are involved with the applications for these awards. We have to shoulder the responsibility for all that number of people and confront the decisions about the BEST 100 and other special awards. When we remove candidates, I would like you to see the actual sites and feel the passion of the applicants.” He spoke here about his attitude toward the screening and how he felt that this award was created by all the participants.

Next, a microphone was given to each of the unit leaders, and they shared the discussions and questions which had arisen within each unit, and from what perspective they had selected the candidates. By clarifying the background of the discussions and the evaluation perspectives, the overall understanding and sense of satisfaction of the judges deepens towards these as well as towards the new questions which then arise.

Jin Kuramoto, the vice chair, said, “The method used for this year's screening became even more solid than last year's. Some units evaluated the openness to and ongoing connections with society, while others focused their evaluations on design quality.” He talked about the sense of perspective provided by the diverse viewpoints of each unit, which became visible through the words of the unit leaders and the screening process.

During the hours-long discussion, all the judges reconsidered the value of the G Mark and the nature of the GOOD DESIGN AWARD. They also discussed how to provide feedback to applicants going forward. The hope that applying for the GOOD DESIGN AWARD had been a good experience and that it would lead to the next steps fired up the debate.

Yoshifumi Ishikawa, a judge who participated as an in-house designer this year, said, “I was surprised and impressed by the screening system designed by the GOOD DESIGN AWARD office. We were able to concentrate on the screening with peace of mind thanks to the detailed scheduling, the student support system, and the flexible approach of the chair,” he reflected.

“Over the course of the three days, I have also witnessed the incredible care and enthusiasm with which the other judges have approached each and every subject entry. Their attitude has profoundly touched me. From the statements made by different units, I could see similarities between the application trends, and realized for the first time why Focused Issues were created. Why do people enter the GOOD DESIGN AWARD? I felt that it was for the sake of each individual designer’s self-improvement. It was a valuable time for me to think deeply about design.”

Finally, Saito closed by saying, “The GOOD DESIGN AWARD emphasizes in its evaluation not only aesthetics but also designs that have social relevance and traction. One of the overseas judges commented that this award is in a different class from other awards. As well as bringing me pride and joy, that comment also made me feel the need to do more to communicate the value of the GOOD DESIGN AWARD to the outside world.”

The results of the second screening will be announced on August 26

Applicants will be notified of the results of the second screening on August 26. Those who pass the second screening will register the public release information and exhibition information, and begin preparations for the BEST 100 presentation screening.

After the GOOD DESIGN BEST 100 presentation screening, special awards such as the GOOD DESIGN GOLD AWARD will be determined.

Please see the GOOD DESIGN AWARD official website for the schedule going forward, and subsequent procedures.