namco TOKYO

Based on the concept of "Play, Drink, Connect," this is a new kind of amusement complex that fuses games, food and beverages, events, and merchandise. We have worked closely with our customers from the early stages of business development, building target strategies, facility concepts, and service models, and have refined the space concept design to be befitting of Kabukicho, an entertainment city.

Leveraging Bandai Namco's strength in the entertainment value of arcades, they have created a new world of arcades where people can enjoy themselves with a drink in hand, by mashing up food and drinks, events, and merchandise sales, offering a new option for nightlife in Kabukicho.
We comprehensively produced "namco TOKYO," a captivating place that you'll want to gather at for a second stop on a Tokyo night, with a space filled with a floating, neon-lit concept design, bringing together a wealth of the latest content, where you can play, drink, and construction.

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
Extending the streetscape of Kabukicho, concept design incorporates a wealth of neon elements. Furthermore, neon graphics and copy tailored to the target user generation are used, creating a Neo-Tokyo atmosphere that is distinctly different from conventional neon signs. Neon graphics that stand out against the background are placed behind the bar counter, demonstrating careful planning and design that considers how users will use the space. In addition, a "gashapon" tower, which serves as the face of the facility, is concept design at the entrance. The gate space, with 250 gashapon machines stacked on top of each other, enhances the symbolic nature of the entrance while also strengthening the gashapon's sales function, resulting in a functional concept design that combines visual appeal 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.