2024.10.31

The Design AI Can’t Match: High School Students Explore Oyster Shell Composite Plastic in Mazda Iconic SP

A simple email sparked a two-day tour at Mazda. When four students from a Hiroshima high school reached out to learn more about Mazda’s sustainability initiatives, we were eager to welcome them to our facility, and answer their burning questions.

 

In part three of this series, we follow the students on their tour as we try to answer one of those questions: In the AI era, what kind of sustainable design can only humans create? The answer lies in the Mazda Iconic SP, the concept car unveiled in 2023, whose design features components made from a composite plastic using recycled shells from Hiroshima’s local delicacy: oysters.

 

Oyster shell processing results in tons of shell waste every year. Finding an effective use for these shells has become a regional challenge in Hiroshima. How did the Mazda Iconic SP transform this waste into sustainable design? What inspired the team behind this innovation? The four students visit partner companies collaborating with Mazda on the project to discover answers and the story behind this human-centric development.

From Oyster Shells to Car Components : How Hiroshima’s oyster shells became a part of the Mazda Iconic SP

With the rise of generative AI, we face an era where even creative fields like design could potentially be automated. Yet, in its current form, many aspects still remain beyond the technology’s reach. When it comes to design, AI can handle visual and decorative elements. However, incorporating complex concepts, creating a design that connects with people on an emotional level, or integrating solutions to environmental challenges—this is where the technology falls short and human designers excel.

 

The Mazda Iconic SP, unveiled in 2023, is a compact sports car concept that embodies this human-centric design approach. But it’s more than a car—it’s a reflection of Mazda’s pride in craftsmanship, dedication to design, and commitment to tackling environmental challenges as a car manufacturer.

Finished in a striking, viola red, the Mazda Iconic SP’s classic lightweight sports car proportions set any driver’s heart racing. Moreover, when charged from renewable power sources, it achieves effective carbon neutrality.

Viewed from the front, it’s hard to miss the brilliant white blade-like accents in the center of the Mazda Iconic SP’s driver’s seat. These exquisite components were made from a composite plastic using waste from Hiroshima’s local delicacy: oysters. This sustainable innovation emerged from a collaboration between Mazda and two other Hiroshima-based companies: Maruei Co. Ltd, whose business centers around recycling oyster shells, and DaikyoNishikawa Corporation, who specialize in developing eco-friendly materials. The project embodies both a deep affection for Hiroshima, Mazda’s hometown, and pride in the Made in Hiroshima brand.

The indigo blue of the interior complements the brilliant white accents, which were made with a composite plastic that uses recycled oyster shells. The design enhances the driver’s seat—a symbol of Mazda’s joy of driving philosophy. 

Riyo Tanabe was particularly keen to learn more about the Mazda Iconic SP’s design concept and its innovative use of repurposed oyster shells. With a passion for design, and an ambition to follow a career in architecture, Tanabe explains her motivation for joining the tour.

“If AI reaches the point where it can generate designs based on consumer preferences, will there still be a place for people like me in architecture and design?” worries Tanabe.

 

“That’s what’s so inspiring about Mazda’s approach. They’re pushing themselves to create designs that AI just can’t replicate, something completely human. I’ve also recently become interested in sustainable architecture and design, and so this idea of using recycled oyster shells in car parts really caught my attention.”

Riyo Tanabe visited Tanzania during the summer where she had the opportunity to learn about architecture in developing countries. “During the rainy season, the buildings collapse and have to be completely rebuilt. It made me rethink the value and importance of sustainable architecture and design, areas I’d love to explore more.”

Tanabe and her three companions trace the oyster shell journey from sea to car—starting at the docks where the oyster shells are unloaded, and then visiting the factory where they’re mixed with resin and molded into composite plastic parts for the Mazda Iconic SP.

Recycling to Support Local Industry：How repurposing oyster shells could safeguard Hiroshima’s oyster industry

The first stop was Maruei’s Kaita Factory in the port town of Kaita, Hiroshima Prefecture. Since the late 1950s, Maruei has been recycling oyster shells, collecting waste shells from oyster processing and turning them into calcium-rich feed for livestock. From 1967, Maruei began using oyster shell powder created during crushing to develop a crop fertilizer, which is now shipped nationwide as a limestone fertilizer. Maruei’s Yasumasa Okino talks about the remarkable potential of oyster shells.

“Oyster shells have amazing properties and so many possibilities as a resource,” says Okino. “They’re nature’s hidden pearl. Here at Maruei, in addition to livestock feed and fertilizer, we’ve been using oyster shells to develop a paint that can leverage the moisture-balancing and purifying characteristic of the shell’s porous structure. Finding more ways to repurpose the shells lets us use our resources more efficiently and reduce environmental impact.”

Yasumasa Okino of Maruei Co. Ltd

Oyster shells collected in Hiroshima Prefecture are stored submerged in seawater for six months. After being cleaned of leftover muscle tissue and other material, the oyster shells are dried, crushed and repurposed as livestock feed and other products.

Each year, Hiroshima Prefecture's oyster industry produces about 20,000 tons of shucked oyster, resulting in around 150,000 tons of shells—enough to fill a baseball stadium. Maruei collects 80,000 tons of these discarded shells.

Maruei's motivation to find new uses for oyster shells addresses a critical challenge that threatens both the environment and Hiroshima's vital oyster industry.

“Over the past few years, bird flu outbreaks have decreased the demand for livestock feed, meaning more oyster shells go unused,” says Okino. “If this continues, our current recycling system won’t be sustainable. What’s more, the growing stockpile of unused oyster shells could force processors to cut back on oyster production, which would be a serious blow to our local industry. That’s why we need to find new ways to repurpose tens of thousands of unused oyster shells.” 

If these oyster shells could be repurposed as car parts, it would go a long way to addressing these challenges. The oyster shell composite plastic components in the Mazda Iconic SP represent the first step toward this goal.

“This time, we’ve used this new material in design elements, but we’re also exploring it’s potential for use in other applications,” says Mina Yamashita, the CMF Designer responsible for selecting and designing the colors and material for the Mazda Iconic SP’s interior and exterior.

“As Mazda designers, we’re always exploring new materials and expressions that can enhance both the car and the joy of driving experience. The oyster shell composite plastic is attractive not only because it’s environmentally friendly, but because it’s also visually and texturally appealing. It’s a material with a lot of potential that can go beyond sports cars to be used in vehicles for mass-production too. “

Designer Mina Yamashita (Mazda Corporation’s Advance Design Studio) represents Mazda in this joint initiative.

The high school students’ expressions turned pensive as they watch the delivery of a seemingly endless flow of oyster shells. “It’s funny. We eat oysters all the time, but until today, I’ve never thought about what happens to the shells,” says Tanabe. “Watching the unloading of all these shells has given me a lot to think about.”

Perfecting Ceramic Beauty: Combining oyster shells and plastic to create a new material

Before the oyster shell composite plastic can be used in mass-production, several challenges need to be addressed—including improving durability and ensuring consistent quality. DaikyoNishikawa, a comprehensive plastics manufacturer , is leading the research and development project to overcome these hurdles.

A selection of automotive components manufactured by DaikyoNishikawa.

Based in Higashihiroshima City, DaikyoNishikawa primarily manufactures plastic automotive components. They've contributed to improved fuel efficiency by replacing many metal exterior and interior components with plastic parts to reduce vehicle weight. Ryo Bito, the designer leading oyster shell composite plastic development at DaikyoNishikawa, explains.

“Up until now, our focus has been on reducing our environmental impact by developing plastic components that reduce the weight of the vehicle and lead to improved fuel efficiency,” says Bito. “We started developing sustainable plastic products about five years ago as we anticipated manufacturing move toward even greater environmental responsibility. That’s when we identified oyster shells as a promising material.”

 

Bito continues, “When we started developing sustainable plastics, we wanted to create something that would benefit our local community, so we looked for materials with a connection to Hiroshima. Oysters are synonymous with Hiroshima, so we approached Maruei, who have longstanding experience in processing and recycling oyster shells. And our development of an oyster shell composite plastic began.

Ryo Bito, leading oyster shell composite plastic development at DaikyoNishikawa.

“We started with incorporating crushed oyster shells provided by Maruei into the plastic, working with our specialist team to find a material that balanced both the performance and design qualities needed for car components. There are specific standards that materials must meet for use in automobiles, and once our development reached a satisfactory level, we presented this new material to Mazda.

“Then in July 2023, designer Yamashita approached us asking if the oyster shell composite plastic could be used in a new concept car (Mazda Iconic SP) for the Japan Mobility Show, which led to our current project.”

Yamashita explains further. “Metal plate is the most common material for car components, but it needs significant energy to manufacture. While looking for more environmentally friendly alternatives, I remembered the oyster shell composite plastic that Bito had proposed, and wondered if we could process it to achieve a white, ceramic-like finish.

 

“To be honest, when I first saw the material, I wasn’t hopeful: It had this brownish tint that I knew would be difficult to use in car parts. But when I raised this with Bito, he confidently assured me that they could make it white, so we decided to go ahead with the project.”

With only a few months to go before the unveiling at the Tokyo Mobility Show, Bito was ready to face the challenge. His team worked tirelessly, testing and trying formulas as they sought the right mixture to produce the ceramic-white finish Yamashita was looking for.

“Once we knew what Yamashita wanted, we needed to adjust the composition to produce a material that would be suitable for the Mobility Show,” explains Bito. “We began by selecting the right plastic to mix with the oyster shells, gradually adjusting the formula until we approached the ideal texture. It wasn't just about meeting Mazda's requirements—we wanted to create something beautiful, a material that would reflect our pride and tell the story of what it means to be ‘Made in Hiroshima’.

“Right now, we’re already approaching levels suitable for mass-production, and we’re looking forward to exploring practical applications with Mazda and Maruei.”

From left to right: Waste oyster shells go through various stages of processing before being mixed with plastic. Mixing the shell powder with plastic resin reduces the use of petroleum-based materials, and since oysters absorb CO₂ during their growth, makes it a more sustainable solution.

The high school students visit the plastic molding facility used for R&D. The newly molded parts emerge from the machine still warm to the touch.

Uniting for Change in Hiroshima: How Team Hiroshima is tackling local and global challenges

This project represents a significant milestone for Hiroshima. Maruei, DaikyoNishikawa, and Mazda have come together as Team Hiroshima to create a sustainable cycle that transforms Hiroshima’s oyster shells from waste into a useful resource, supporting both the environment and local industry

“A single company alone can't achieve carbon neutrality or create systems that reduce fossil fuel use through renewable resources,” Yamashita explains. “When local companies work together like this, we can make a real impact on the global environment while also addressing local challenges.”

The four high school students listened attentively. Tanabe, who had earlier expressed an interest in learning about sustainable design that couldn’t be replicated by AI, was surprised to discover how many people were involved in car design, and the consideration that goes into designing each component.

“I had no idea how much work went into making car parts from oyster shells,” reflects Tanabe. “But when you think about how it helps the planet, it makes all that effort worthwhile.”

Mazda Iconic SP’s design emerged from multiple considerations—from environmental concerns to local food culture. It was created not through a single designer’s vision, but through the combined expertise of many minds working together, a complex process requiring careful, empathic communication between people. This uniquely human approach to design and sustainability demonstrates what AI simply cannot replicate: The ability to unite local culture, environmental solutions and human craftsmanship into meaningful innovation.

For Tanabe, who wants to work in architecture and design, witnessing local resources be transformed into design elements proved to be an invaluable lesson.

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From Oyster Shells to Car Components：How Hiroshima’s oyster shells became a part of the Mazda Iconic SP

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