We are pleased to announce that our company, TOKYU LAND CORPORATION (Headquarters: Shibuya-ku, Tokyo; President and Director: Okada Masashi; hereinafter referred to as "Tokyu Land"), HARTi Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yoshida Yuya; hereinafter referred to as "HARTi"), and Pixie Dust Technologies Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Ochiai Yoichi; hereinafter referred to as "PxDT") will conduct a demonstration experiment at "111-ICHI ICHI ICHI-", an experimental store on the 3rd floor of Tokyu Plaza Shibuya, a next-generation commercial facility, from Saturday, March 12, 2022 to Sunday, April 3, 2022, to verify the creation of an online community through the distribution of NFTs (non-fungible tokens) and the creation of new experiential value in space through DX.
Demonstration experiment 1: Verification of the creation of new experiential value by building an online community through the distribution of NFTs
Tokyu Real Estate and HARTi will work to build an online community by distributing NFTs.
NFT, a type of blockchain technology, is a non-fungible token that can create the value of unique "one-of-a-kind data." NFTs are beginning to be used in a variety of fields, but we believe that introducing NFT technology to commercial facilities will enable designs that build new relationships between facilities and customers and increase engagement. In this proof-of-concept experiment, we focused on a limited community that is currently active online and that only specific NFT holders can join. By building an online community based on a commercial facility, we will verify the creation of a mechanism for repeat visits to the facility.
The "Friends in the Shallows" exhibition, which will be held as a demonstration experiment, will create a space centered around "Friends in the Shallows" (hereinafter referred to as "this work"), a work by artist Aya Nakajo, a graduate of Tokyo University of the Arts (Department of Painting, majoring in Japanese painting), and NFT creator Whiplus.
Only on Saturdays and Sundays, a limited number of 1,111 whitelist NFTs will be distributed to visitors on a first-come, first-served basis, which will give them the right to pre-purchase the work, and an online community will be created that only customers who own one can join. In addition to the right to pre-purchase the work, the community will also distribute participation rights to limited events to be held at Tokyu Plaza Shibuya in the future. By holding limited events, in addition to the value of joining the online community, the aim is to increase the value of customers' experience offline as well, and increase the rate of repeat visits to the facility.
During the event, we will also be handing out "commemorative NFTs" to all visitors. This will provide a new experience for customers, allowing them to receive NFTs simply by touching the device, which will hopefully improve the experience for customers.
Demonstration experiment 2: Verification of the creation of new spatial experience value through DX
Tanseisha and PxDT are combining Tanseisha's spatial creation know-how with PxDT's digital technology to improve the value of technology-driven spaces. By incorporating data-driven methods using PxDT's spatial data platform "KOTOWARI™" into the designs that Tanseisha has derived from its knowledge and sense of spatial creation, the aim is to improve the experience of users of the space. By repeatedly conducting demonstration experiments in places with different locations, areas, and exhibition contents, data is accumulated and repeated comparative analysis is conducted to continue efforts to connect to optimal spatial proposals.
The purpose of this demonstration experiment is to quantitatively visualize the "111-ICHI ICHI ICHI-" area on the 3rd floor of Tokyu Plaza Shibuya by utilizing data such as visitor attributes and length of stay. Tokyu Real Estate will use the results of this demonstration experiment to quantify the value of the area and work towards mediaizing the retail area in the future.
*KOTOWARI and related logos are trademarks or registered trademarks of Pixie Dust Technologies Inc.
Background of the demonstration experiment
The spread of COVID-19 has led to an increase in e-commerce use among consumers and a decrease in opportunities to visit stores, creating a need to improve the experience value that only physical stores can provide. Tokyu Land Corporation, which is focusing on creating new experience value for commercial facilities, HARTi, which wants people to use its NFT platform "HARTi," and Tanseisha and PxDT, which aim to solve problems by creating spaces and further improve the experience value of space users, all share the same vision, and so they decided to conduct a demonstration experiment.
Through this PoC, Tokyu Land will combine the value created by the use of NFTs and the promotion of spatial digital transformation, and provide new value to customers who use commercial facilities and tenant companies that open stores in the facilities.
Overview of the "Friends in the Shallows" Exhibition
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*Schedule may change without notice.
*Detailed information will be posted on the HARTi official Twitter account (@hartiofficial).
*Please wear a mask and observe cough etiquette. If you are not feeling well, please refrain from visiting.
[Tokyu Plaza Shibuya facility overview]
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*Please check the facility's official website for the latest opening hours.
* Measures to prevent the spread of COVID-19
https://www.tokyu-plaza.com/sc/share/eventpdf/202104/07/20210407event_sc_event_pdf1_1718_pdf1.pdf
Please note that this may be subject to change without prior notice.