Fuji Speedway Hotel / Fuji Motor Sports Museum

This newly built facility, which combines a "hotel" and a "motorsports museum," is located on a site adjacent to Fuji Speedway, one of Japan's leading motorsports hubs. The hotel will offer a one-of-a-kind experience by combining the charm and value of motorsports with the hospitality of the Hyatt brand.

The concept design work transcends the boundaries between "interiors (hotel interior)" and "displays (museum)" and considers everything in the space as a medium to convey "the appeal and value of motorsports". The artwork scattered throughout the facility is designed to appeal to both the novice and the expert, with messages based on extensive research and data on motorsports.
The museum is also the first museum in the world to "introduce motorsports in its entirety displays and beyond the boundaries of manufacturers. Rather than a descriptive displays that focuses on explanatory text, we have created a displays structure that allows visitors to walk around and get a bird's eye view of the transition by combining vehicles and historical background in order to intuitively grasp the value that motorsports culture has brought to society throughout its history displays. The main zone in particular is impressively presented as a theater-type displays with a sense of presence that includes video and audio.

Together with our customers, we considered how we could maximize the appeal and value of motorsports through the fusion of a hotel and a museum.

Our company aimed to create a unique and unparalleled experiential space where visitors can feel the "interiors and value of motorsport" throughout the entire facility, by providing total creative direction, from branding which forms the core of the facility system, to visual identity and signage, interior design and architectural supervision of the hotel entrance, hotel artwork, and displays design and construction.