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Shinjuku BBB

Beyond its role as a transportation hub, it aims to create a space that fosters connections between the space and station users.

  • Public Spaces
  • A giant cube-shaped LED "BOX" is positioned in the center of the concourse. The synergistic effect of BOX / BLOCK / BELT creates an immersive media space.

    A giant cube-shaped LED "BOX" is positioned in the center of the concourse. The synergistic effect of BOX / BLOCK / BELT creates an immersive media space.

  • The "BLOCK" system is placed on the pillars along the concourse walkway. Guide signs are installed at the top, and four-sided LEDs are installed at the bottom, Spatial Production a sense of unity throughout the entire concourse through their coordinated operation.

    The "BLOCK" system is placed on the pillars along the concourse walkway. Guide signs are installed at the top, and four-sided LEDs are installed at the bottom, Spatial Production a sense of unity throughout the entire concourse through their coordinated operation.

  • A horizontal LED "BELT" runs through the concourse ceiling. Along with the flowing Video, it creates a sense of depth in the space and a unique character specific to the south exit.

    A horizontal LED "BELT" runs through the concourse ceiling. Along with the flowing Video, it creates a sense of depth in the space and a unique character specific to the south exit.

  • The store facade is based on a dark gray color scheme. The signage stands out, creating harmony throughout the entire space.

    The store facade is based on a dark gray color scheme. The signage stands out, creating harmony throughout the entire space.

  • By unifying the appearance of the store facades, the cluttered impression was eliminated.

    By unifying the appearance of the store facades, the cluttered impression was eliminated.

  • The platform number signs feature rounded corners and an index-like design. The use of colors symbolizing each line achieves both intuitive guidance and visual appeal.

    The platform number signs feature rounded corners and an index-like design. The use of colors symbolizing each line achieves both intuitive guidance and visual appeal.

  • The temporary shop area, with its eye-catching, iconic signage, has its commercial equipment stored on shelves.

    The temporary shop area, with its eye-catching, iconic signage, has its commercial equipment stored on shelves.

  • The temporary shop area during business hours. After closing, the fixtures were stored on shelves at the back to ensure smooth operation.

    The temporary shop area during business hours. After closing, the fixtures were stored on shelves at the back to ensure smooth operation.

  • Shinjuku BBB
  • The "BLOCK" system is placed on the pillars along the concourse walkway. Guide signs are installed at the top, and four-sided LEDs are installed at the bottom, Spatial Production a sense of unity throughout the entire concourse through their coordinated operation.
  • A horizontal LED "BELT" runs through the concourse ceiling. Along with the flowing Video, it creates a sense of depth in the space and a unique character specific to the south exit.
  • The store facade is based on a dark gray color scheme. The signage stands out, creating harmony throughout the entire space.
  • By unifying the appearance of the store facades, the cluttered impression was eliminated.
  • The platform number signs feature rounded corners and an index-like design. The use of colors symbolizing each line achieves both intuitive guidance and visual appeal.
  • The temporary shop area, with its eye-catching, iconic signage, has its commercial equipment stored on shelves.
  • The temporary shop area during business hours. After closing, the fixtures were stored on shelves at the back to ensure smooth operation.

Photo: Taichi Misonoo

About the Project

Overview This project is part of JR East's "Beyond Stations Concept," aiming to transform Shinjuku Station's South Exit from a mere transportation hub into a "platform for daily life."
The concept is to transform Shinjuku Station's South Exit from a station where people "pass through" and "gather" to a station where people "connect." The aim is to maximize the value of the station as one with the world's highest potential for pedestrian traffic by creating a unique "individuality" and a "crossroads" that connects people, goods, the city, and information.
Issues/Themes The main purpose of the space is simply to pass through, resulting in a lack of spatial individuality. Furthermore, the chaotic mix of signage and advertising media makes it difficult for users to intuitively obtain information, highlighting the challenges of not fully utilizing its characteristics and location.
Space Solution/Realization By separating the signage zone from the design and advertising zone to ensure visibility, we aimed to transform the space into a "media station" that supports smooth movement with well-organized signage while stimulating the interest of users.
The entire space is unified in a monochrome palette, while impactful large LEDs (on the columns, ceiling, and giant cube-shaped LEDs) are installed in the concourse. Going beyond a simple advertising space, it creates an "immersive spatial Spatial Production" and "information dissemination" area that embodies the essence of Shinjuku.

Basic Information

Client East Japan Railway Company
Services Provided Design and Environmental Design: JR East Architectural Design Co., Ltd.
Advertising media Execution Design and construction: JR East Planning Co., Ltd.
[Store Facade] Basic Planning, Basic Layout, Execution Design, Production, Construction: TANSEISHA Co., Ltd.
[Concourse] Basic Planning, design concept formulation, design supervision: TANSEISHA Co., Ltd.
Project Leads at Tanseisha Creative Direction: Jun Yamashita
Design, Layout: Shin Nakai, Kentaro Yamada
Technical Direction: Akihiro Suzuki, Noriaki Hashimoto
Production, Construction: Hitoshi Taku, Tomoya Abe, Ryotaro Kudo, Tansei TDC
Project Management: Maho Sawaguri
Location Tokyo, Japan
Opening Date April 2024
Tag

*The shared information and details of the project is accurate as of the date they were posted. There may have been unannounced changes at a later date.

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