A new door to Niigata opens in Ginza "Ginza Niigata Information Center THE NIIGATA" opens on August 8th | NOMURA was responsible for planning, design, layout, construction, logo concept design and key visuals

Ginza Niigata Information Center THE NIIGATA will have its grand opening in Ginza, Tokyo on Thursday, August 8, 2024 as a new information hub for Niigata Prefecture, replacing the Omotesando Niigatakan N'ESPAS, which closed last year. There will be shops on the first and second floors, a restaurant on the eighth floor, an event space on the third floor, and an immigration consultation desk on the first basement floor.

The theme of the base will be the traditional "strengths" of "rice," "sake," and "snow," with the addition of a new element of "art." By using Niigata products not only in the products but also in interiors, and by communicating the appeal of each area of the prefecture, we hope to raise awareness of the diverse charms of Niigata more than ever before, and to serve as an opportunity for people both from Japan and abroad to actually visit Niigata.

NOMURA was responsible for the planning, design, layout and construction of every floor except for the restaurant on the 8th floor, as well as branding, including the logo concept design and key visuals.


Main Areas
We thought that what is needed for the future information dissemination base in the metropolitan area is not a conventional antenna shop, but a "base" with the possibility of various information dissemination and encounters. We aimed to maximize the appeal of Niigata Prefecture by generating empathy through the "experience", "interaction" and "five senses" that can only be provided in a real space.

1st floor Shop/THE ONIGIRI・Ya
The façade opens to the street and the design evokes the deliciousness of rice, luring customers in.
In addition to selling rice balls made with Niigata rice, "THE ONIGIRI・Ya" also stocks a selection of Niigata vegetables and fruits, seafood from the Sea of Japan, sweets, and other products that can only be purchased here in Tokyo.
There is also an information map that allows you to get an idea of Niigata at a glance, as well as a "Niigata Manufacturing Collection" corner that focuses on Niigata's "manufacturing" and "collects" its attractions.   
 

Left: 2nd floor Niigata Sake・THE SAKE Stand
At the paid tasting corner, the largest in Tokyo, you can sample Niigata sake, and an AI sommelier will suggest the sake that suits your taste. Together with a concierge, you can enjoy discovering Niigata sake, which boasts the largest number of breweries in Japan.

Right: 2nd floor shop
Set in a space that visually conveys the beauty of snow country Niigata, the shop sells Niigata's finest products, including sake vessels, knives that highlight the craftsmanship of artisans, cutlery, and handicrafts, that convey the lifestyle and traditions born in the snow country.
 

Left: 3rd floor event space
An event space and gallery that will spark conversation and encourage interaction through art that will allow people to empathize with the charms of Niigata. In addition to PR events on Niigata's food, industry, tourism, and more, experiential events will also be held.

Right: Niigata Living and Working Support Center, basement floor
An immigration consultation desk run by Niigata Prefecture. A bright and comfortable space that allows for smooth communication and increases motivation to live in Niigata.


Other concept designpoints

■ Actively using local materials
❶ Fixtures (top left) The beauty of the cedar wood is proof that it was grown in the harsh environment of a snowy country.
❷ Furniture (top right) Snow Beach (Beech from Snow Country) Asakura Furniture
➌ Flooring (bottom left) A washed-out floor made from local gravel
❹ Ceiling material (bottom right): Galvanized steel sheet manufactured by a prefectural company
 

■Art inspired by the Niigata climate
Left: "Soil Library" by Koichi Kurita
Earth art from 705 locations collected from 594 villages in 112 cities, towns, and villages in Niigata Prefecture (before the Heisei era mergers)

Right: "Reach" by Naoto Sunohara
The painting depicts the grandeur and inaccessibility of Mount Hakkai, the symbol of Minamiuonuma, as well as the mountain's shape beneath a beautiful blue sky and the blue reflected on the rocks and remaining snow.


Logo concept design and key visual

■ Facility brand logo concept design
concept design is based on the concept of "Opening up Niigata," and expresses the way the facility should be to widely disseminate the charms of the region. The symbol mark, which features the N of Niigata, which stands for newness (New) and nostalgia (Nostalgia) of Niigata up to now, incorporates a shape that opens upwards and the shape of a loudspeaker, expressing Niigata opening up widely to Japan and the world. The logo color is gold. It evokes the image of Niigata's unbeatable pride and the original scenery of shining rice ears.
 

■ A visual motif that expresses the charm of Niigata
The visual motif is based on the hope that through encounters with the many things and experiences at this facility, guests will discover the charms of Niigata and become fans of the city. The motifs expressing the various charms of Niigata are expressed in abstract terms, broadening guests' imaginations.
These motifs are used in a variety of situations, including in-store spaces such as sign pictograms and information dissemination, to impress a strong brand image and increase awareness.
 

Project Members
  
It is not just an antenna shop that sells products, but an "information hub" that spreads the charms of Niigata. We planned functions and concept design that would encourage people to learn about and become interested in Niigata, and scattered them throughout the store. With many people involved, the team worked together as one to complete this project, which is a project we are very attached to. We hope that this hub will connect Niigata Prefecture with the Tokyo metropolitan area, and that it will lead to many exchanges and new activities. We hope that everyone will visit.