Quick Summary
Many creative businesses quietly hope their work will “speak for itself,” but that belief keeps too many talented firms invisible. This article explores the importance of marketing through the Tokyo Toilet Project, a reminder that even thoughtful, award-winning design needs storytelling to be discovered. Marketing is not bragging. It is making your work findable by the people who need it. If you believe great work should earn attention, this shows why you still have to help it get there.
→ Enjoyed reading this? Join the email newsletter.
Most public toilets are forgettable. Except in Tokyo.
Across Tokyo, there are 17 uniquely designed toilets. The city hired 16 world-renowned architects, gave them each a public toilet and said: “Work your magic. Make it beautiful!”
The Tokyo Toilet Project began in 2018, and the first toilets opened in 2020. But with the pandemic, any celebration faded. For a while, the toilets were used but little-known outside design circles.
Then came German director Wim Wenders’ film Perfect Days. The story wasn’t about the toilets, but the toilets were the backdrop to the main character’s daily life. I’ve seen it twice and adore it.
The film went on to win awards. And suddenly, the toilets gained new attention. They became a point of local pride, even a tourist attraction.
A public washroom was made into something worth seeing. Not just because of design, but because of storytelling.
Good work still needs marketing
People often believe that if the work is good enough, it will speak for itself.
But that’s not really how it works.
Good design does not speak for itself.
Marketing — or storytelling — is how we invite people to notice. Without it, even the most brilliant work fades into the background.
Through storytelling, Perfect Days brought renewed interest to a foundational element of architecture, painting it as a must-see attraction, and inspiring viewers like myself to visit.
While it’s not the only reason I’d go to Japan, the Tokyo Toilet Project is a pretty big draw.
And that’s the point: good design, no matter how thoughtful or beautiful, still needs marketing. Otherwise, people might never hear about it.
So the next time you catch yourself thinking, “Good work speaks for itself,” pause and push back.
Is that belief true — or just an excuse for not putting yourself out there?
Good design alone won’t equate to good business, but marketing can make all the difference.
Daniela
