RED° TOKYO TOWER

As the main platform for the "RED°" brand, Japan's largest esports park has been created inside Tokyo Tower, an icon of TOKYO/JAPAN. This entertainment facility aims to be the forefront of esports' evolution into a national culture, by providing a space that offers a "different dimension of entertainment experience" packed with fun in every situation, from playing the latest game titles to enjoying tournaments and events in a stadium equipped with the world's most advanced XR technology.

Taking advantage of the building's age, we tried to avoid making the whole structure too neat, while preserving the character and texture of the materials that come with age, and to create concept design makes you aware that it is an interior space of Tokyo Tower. The strength created by showcasing the texture of the metal and mortar materials and the structure itself gives the space the feeling that it is encroaching on Tokyo Tower.
Assuming collaboration with companies and manufacturers, we used versatile yet edgy neutral colors as the base, and effectively incorporated the brand color "TOKYO RED" - which is also the name of the facility - into the space to create a strong impression of the RED° brand. We also combined video production to create a new futuristic space.

Although esports is gaining momentum globally, it is not very well known in Japan. Under such circumstances, the mission of building this facility was to become a source of transmission to establish a new culture in Japan.

Cutting-edge digital productions are scattered in a fashionable space that will stimulate the digital native generation and fashion-conscious people, who are the main target. We have created an entertainment space that will serve as a new source of game culture so that not only game lovers but also women and adults who are unfamiliar with games can take home overwhelming surprises and excitement.