HIRODEN　etto

A tourist commercial facility operated by the Hiroshima Electric Railway Group, which opened in April 2020 on land adjacent to the Miyajimaguchi Passenger Terminal, which began operation in February 2020 as part of the Miyajimaguchi area port development project promoted by Hiroshima Prefecture. "HIRODEN etto".
Based on the concept of "DISCOVER MIYAJIMAGUCHI", it consists of 16 stores, mainly companies headquartered in the prefecture. As a facility where you can enjoy everyday (local) and extraordinary (sightseeing) pleasures in a Hiroshima-like way and experience "Fun, Delicious, New Hiroshima", we will spread the new charm of Hiroshima by connecting with not only tourists but also local people. doing.

[Social Issues/Customer Issues/Requests]
As a measure to alleviate the chronic congestion on National Route 2, which is also the lifeline of the local people, a new city planning road plan emerged. Along with this, it was decided to redevelop the dilapidated passenger terminal by expanding the landfill site, and to relocate the Hiroshima Electric Railway Group's directly managed tourism and product facilities and the Hiroden Miyajimaguchi station building/track.
We received a request to make proposals suitable for the prologue and epilogue of the Miyajima pilgrimage, regarding the creation of medium- to long-term staged development scenarios and the nature of facilities to be newly established by the Hiroshima Electric Railway Group in the area adjacent to the passenger terminal.


【solution】
We thought that it was important to build a development strategy from the perspective of regional branding in order to prepare "Miyajimaguchi", which is a transit point to Miyajima, from beginning to end.
・ Naming and VI planning to give a new identity to the colorless Miyajimaguchi (*)
・Leasing like a trip to find investors in the future Hiroshima/Miyajimaguchi
・A lighting plan that evokes the water surface of the Seto Inland Sea and active use of timber that evokes Hatsukaichi, a town of timber.
We approached the creation of a place and space that adds glamor to the "Miyajimaguchi Town Opening Phase 1" from both the soft and hard sides.

As a result, we are contributing to the economic circulation within the prefecture by creating new employment opportunities by providing new business opportunities, mainly for businesses in the prefecture. In addition, as a model case of regional revitalization through private sector participation in government-led redevelopment projects, we are embodying the Hiroshima Electric Railway Group's management vision of "connecting people and opening up an attractive future for the region." It created a sense of anticipation for development.

(*) VI: Abbreviation for Visual Identity. It refers to the design of logo marks and symbol marks.

Customer's Voice
Thanks to your tremendous cooperation in both the software and hardware aspects, from the conceptualization stage to the concrete facility planning, we were able to create a facility that meets our concept.
We look forward to its growth as a facility suitable for the prologue and epilogue of a pilgrimage to Miyajima.


＜Our project team members
Ichiro Morimoto (Sales and Project Management)
Consulting, Planning, Soft Direction] Mayo Amma
Leasing] Takaaki Hiraki, Eri Morita
design, layout] Kazumi Doi, Yukari Ozaki
Production: construction] Katsunori Sugino
Preliminary Internal Supervisor: furniture and fixture manufacturing] Toshimichi Suzuki
Branding】 Yuri Watamoto
Promotion and PR] Daisuke Karube, Hikaru Oura


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【Announcements
​The 54th Japan Sign concept design Awards" Silver Prize and other awards