HIRODEN　etto

"HIRODEN etto," a tourist and commercial facility operated by the Hiroshima Electric Railway Group, opened in April 2020 on land adjacent to the "Miyajimaguchi Passenger Terminal," which began operations in February 2020 as part of the Miyajimaguchi Port Development Project promoted by Hiroshima Prefecture.
Based on the concept of "DISCOVER MIYAJIMAGUCHI," it comprises 16 stores, primarily from companies Head Office in the prefecture. It offers a blend of everyday (local) and extraordinary (tourist) enjoyment with a Hiroshima-esque touch, providing a facility where visitors can experience "fun, delicious, and a new Hiroshima." Through connections with local residents as well as tourists, it aims to showcase the new charms of Hiroshima.

[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 Feedback]
Thanks to the tremendous cooperation we received in both soft and hard aspects, from the conceptual planning stage to the concrete facility planning, we were able to create a facility that perfectly matched our concept.
We hope that this facility will grow into a place befitting the prologue and epilogue of a pilgrimage to Miyajima.


<Our project members>
[Sales/Project Management] Ichiro Morimoto
[Consulting, Planning, and Soft Direction] Mayumi Tenma
[Leasing] Takaaki Hiraki, Eri Morita
[design, layout] Kazumi Doi, Yukari Ozaki
[Production and construction] Katsunori Sugino
[Pre-Interior Supervision/ furniture and fixture manufacturing] Toshimichi Suzuki
[Branding] Yuri Watamoto
[Opening Promotion/PR] Daisuke Karube, Hikaru Oura


~Related Links~
【notice】
・ Announcement of Awards, Including the Silver Prize, at the 54th Japan Sign concept design Awards