Takarazuka Grand Theater Shop & Restaurant Zone Renewal

This project involves the renewal of the entire store and environmental area of the Takarazuka Grand Theater, which is celebrating its 111th anniversary, from the building entrance to the lobby (main hall).
Based on the concept of "Dreams Start Here," we aimed to create a space that will continue to be loved and continue to deliver dreams to many customers, while carefully inheriting the charm of the Takarazuka Grand Theater that has been nurtured up until now. From the moment you step inside the building, you will be enveloped in the glamorous world of Takarazuka Revue, and you will experience the "extraordinary feeling" and "exhilaration" that will lead you to dreams and excitement. By unifying concept design of interiors environment and creating the world of Takarazuka Revue throughout the building, we planned a space that will make the time before and after the show more comfortable, and that customers who are not going to the show can also enjoy.
By extracting motifs that represent the "Takarazuka-ness" from elements of Takarazuka Revue's stages and shows and the building of the Grand Theater and reconstructing them as a contemporary concept design, we have created a space that will be loved even more by existing fans and will also attract new fans, leading to increased brand value with an eye toward the future of Takarazuka Revue.

・We would like to renovate the environmental corridor and two restaurants.
Since the current Takarazuka Grand Theater opened in 1993, it has undergone a series of partial renovations to arrive at its current form, but this time the theater will be closed for one consecutive month to carry out a large-scale renovation, upgrade the business area within the theater, and improve convenience.
- We want to maintain the current atmosphere of the Takarazuka Grand Theater while considering concept design for the next 30 years.
- We would like you to make proposals that will contribute to improving the brand value of the Takarazuka Grand Theater, the home of the Takarazuka Revue, and the Takarazuka Revue as a whole.
There were requests and issues such as the following.

We conducted an online survey and analyzed various visitor patterns, characteristics, and needs. From this, we extracted keywords based on the usage scenarios and renewal direction we derived, and analyzed them.
By graphing the excitement of visitors from the journey to the Takarazuka Grand Theater to their return journey and concept design as a series of "experiences," we aimed to create a consistent space that would keep visitors excited from before the show until after it was over, and invite all visitors into a dream world, creating a Takarazuka Grand Theater that can only be experienced here.
Throughout the history and traditions that date back to its founding, the keywords that represent Takarazuka Revue are "the inherited spirit," "a world of dreams and aspirations," and "hospitality," and by adding "an open theater," concept design has been constructed in a way that breathes new life into the theater, without losing its current appearance or Takarazuka-ness, with an eye toward the theater's future.
We extracted elements from the existing concept design elements of "opera," "architecture," and "grand theater," incorporated them into the space, and created a worldview unique to the Takarazuka Revue by coloring the entire facility with a consistent concept design.

With their deep understanding of our renewal concept, we were able to transform the space into an elegant and sophisticated space befitting the Takarazuka Revue. As a facility attached to a theater, they also worked hard to improve the convenience and comfort of our customers.