namco TOKYO

Based on the concept of "Asobel, Nomeru, Tsunagareru", this is a new amusement complex that combines games, food and drink, events, and product sales. While working closely with customers from the upstream stage of business format development, we built a target strategy, facility concept, and service model, and sublimated it into a space concept design suitable for entertainment city Kabukicho.

Leveraging the entertainment value of BANDAI NAMCO's game arcades, mashing up dining, events, and product sales, we have established a new worldview of arcades that you can enjoy with a drink in your hand, offering new options for nightlife in Kabukicho. It offers.
concept design and designing "namco TOKYO", an enchanting place where you will want to gather at the second place at night in Tokyo, where you will want to gather a lot of the latest content in a neon-filled floating design space.・Comprehensive production up to 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 aspect
As if to extend the townscape of Kabukicho, concept design incorporates plenty of neon worldviews. In addition, neon graphics and copy that are conscious of the user generation are used to express the world view of Neo Tokyo, which is a bit different from conventional neon signboards. We are planning and designing carefully considering how users use it, such as arranging a neon graphic behind the bar counter that shines in the background. In addition, the entrance is concept design with a “gashapon” tower that serves as the face of the facility. While enhancing the symbolism of the entrance with a gate space where 250 gashapon units are stacked, the gashapon product sales function is also strengthened, realizing a functional concept design that combines performance 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.