Takarazuka Grand Theater Shop & Restaurant Zone Renewal

This project involves the complete renovation of the retail and environmental areas, from the building entrance to the lobby (grand hall), of the Takarazuka Grand Theater, which is celebrating its 111th anniversary.
Based on the concept of "Dreams begin here," we have carefully inherited the charm of the Takarazuka Grand Theater that has been nurtured over the years, aiming to create a space that will continue to deliver dreams to many customers and be loved for generations to come. From the moment you step inside, you will be enveloped in the glamorous world of Takarazuka Revue, and the space will lead you to a world of dreams and emotion, offering a sense of the extraordinary and exhilaration. By unifying concept design of interiors environment and creating the world of Takarazuka Revue throughout the entire building, we have planned a space that will make the time before and after the performance more comfortable, and that can be enjoyed by customers who are not attending a performance.
By extracting motifs that represent "Takarazuka-ness" from elements of Takarazuka Revue's stages and shows, as well as the Grand Theater building itself, and reconstructing them as a modern concept design, we have created a space that will be loved even more by existing fans, attract new fans, and enhance the brand value with an eye on the future of Takarazuka Revue.

We want to renovate the environmental walkway and two food and beverage outlets.
Since the current Takarazuka Grand Theater opened in 1993, it has undergone several partial renovations to reach its present form. This time, however, we will be closing the theater for a full month to carry out a major renovation, aiming to upgrade the theater's operating area and improve convenience.
We want to consider concept design for the next 30 years while maintaining the current atmosphere of the Takarazuka Grand Theater.
We would like you to propose ideas that will contribute to improving the brand value of the Takarazuka Grand Theater, the home base of the Takarazuka Revue, and the Takarazuka Revue as a whole.
These were some of the requests and challenges we faced.

We conducted a web survey to analyze various visitor patterns, characteristics, and needs. Based on this, we extracted keywords related to usage scenarios and the direction of the renewal, and then interpreted them.
By graphing the excitement of visitors from the moment they arrive at the Takarazuka Grand Theater until they leave, and concept design it as a continuous "experience," we aimed to create a consistent space that keeps customers' excitement going from before the performance to after, inviting all customers into a dream world—a Takarazuka Grand Theater experience that can only be found here.
Throughout its history and traditions since its founding, the Takarazuka Revue cherishes the keywords that represent it: "inherited spirit," "world of dreams and aspirations," and "hospitality." By adding the concept of an "open theater," concept design is constructed in a way that breathes new life into the theater while looking ahead to its future, without losing its past essence and Takarazuka character.
By extracting elements from existing concept design concepts such as "opera," "architecture," and "grand theater," and incorporating them into the space, we created a unique world view that is characteristic of Takarazuka Revue, by adorning 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.