Working in Japan for nearly two decades allows Jerde to understand the culture and focus on the needs and desires of its people. However, for a retail project to be truly successful the design must acknowledge, accommodate and encourage the activity of shopping and incorporate social and leisure elements. The goal for Konoha is to create a desirable destination that people will see as their community hub and return to time and again, while carefully fitting into its surroundings as an authentic place of the region.