namco TOKYO

Based on the concept of "Play, Play, Connect", this is a new type of amusement complex that combines games, food and drink, events, and merchandise sales. By working closely with customers from the upstream stage of business development, we created a target strategy, facility concept, and service model, and then elevated it to a spatial concept design worthy of the entertainment city of Kabukicho.

Taking advantage of the entertainment value of BANDAI NAMCO's game arcades, we have established a new world view of game arcades that can be enjoyed with a drink in hand, while mashing up food, drink, events, and merchandise sales, providing a new option for nightlife in Kabukicho.
We comprehensively planned, designed, and construction produced "namco TOKYO," an enchanting place where many of the latest contents are gathered in the neon-filled, floating concept design space, and where people want to gather for the second night out in Tokyo.

When opening a new store in conjunction with the opening of Tokyu Kabukicho Tower, we were asked to create a facility that was distinct from conventional game centers. We were expected to have the creative power to solve such propositions, such as how we can create a differentiated business format and how we can update the game arcades, as the game arcades are crowded in the neighborhood.

■ Planning
We have taken a development approach that thoroughly focuses on the user's perspective. From quantitative analysis through trade area and people flow analysis to qualitative analysis that unravels the needs of Kabukicho, we have planned a new amusement business format that we can target from various angles. In addition, we participated in the formation and planning of young teams within the customer's company, promoting the development of business formats that better match the user's perspective. As a result of these considerations, we developed the facility concept of "Asobel, Nomeru, Tsunagareru" and established an image of a neo-game center that only BANDAI NAMCO can achieve, which will be chosen as the second facility in Kabukicho. doing.

■ concept design aspects
concept design incorporates a neon worldview in abundance, as if to extend the streets of Kabukicho. Furthermore, neon graphics and copy that are conscious of the user generation are used, expressing a Neo-Tokyo worldview that is a little different from conventional neon signs. The planning and design took into careful consideration of how users would use the facility, such as placing neon graphics that stand out against the background behind the bar counter. In addition, a "gashapon" tower was concept design at the entrance, which will be the face of the facility. The gate space with 250 stacked gashapon machines enhances the symbolism of the entrance, while strengthening the merchandising function of the gashapon, achieving a functional concept design that combines both dramatic effect and profitability.


PAC-MAN™& ©Bandai Namco Entertainment Inc.
MAPPY™& ©Bandai Namco Entertainment Inc.
GALAGA™& ©Bandai Namco Entertainment Inc.
XEVIOUS™& ©Bandai Namco Entertainment Inc.
DIG DUG™& ©Bandai Namco Entertainment Inc.
THE TOWER OF DRUAGA™& ©Bandai Namco Entertainment Inc.
BOSCONIAN™& ©Bandai Namco Entertainment Inc.
SKY KID™& ©Bandai Namco Entertainment Inc.
DRAGON BUSTER™& ©Bandai Namco Entertainment Inc.