A new gateway to Niigata opens in Ginza: "Ginza Niigata Information Center THE NIIGATA" grand opening on August 8th | NOMURA Co.,Ltd. was in charge of planning, design, layout, construction, logo concept design, and key visuals.

"Ginza Niigata Information Center THE NIIGATA" grand opened in Ginza, Tokyo on August 8, 2024 (Thursday), as a new information hub for Niigata Prefecture, replacing "Omotesando Niigata-kan NESPACE," which closed last year. The building houses shops on the 1st and 2nd floors, a restaurant on the 8th floor, an event space on the 3rd floor, and a consultation counter for those considering relocating to Niigata in the basement.

As the theme of the base, we will add a new element of "art" to our traditional "strengths" such as "rice," "sake," and "snow," and we will be committed to using Niigata-made products not only for the products but also for interiors, and by conveying the charms of each area within the prefecture, we aim to let people both domestically and internationally know more about the diverse attractions of Niigata than ever before, and to encourage them to actually visit Niigata.

NOMURA Co.,Ltd. was responsible for the planning, design, layout, and other aspects of construction, excluding the 8th-floor restaurant, as well as branding including logo concept design and key visuals.


Main areas
We believe that what is needed for future information hubs in the Tokyo metropolitan area is not a traditional antenna shop, but a "hub" with the potential for various forms of information dissemination and encounters. We aimed to maximize the appeal of Niigata Prefecture by generating empathy through "experiences," "interactions," and "sensory experiences" that can only be provided in a physical 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
This event space and gallery aims to foster conversation and interaction through art that resonates with people and showcases the charm of Niigata. In addition to PR events for Niigata's food, industry, and tourism, it will also host experiential events.

Right: Niigata Life and Work Support Center, 1st basement floor
This is a relocation consultation center operated by Niigata Prefecture. It offers a bright and comfortable space where smooth communication is facilitated, boosting your motivation to live in Niigata.


Other concept design points,etc.

■ 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 climate and culture of Niigata
Left: "Soil Library" by Koichi Kurita
Art made from soil collected from 705 locations in 594 settlements across 112 municipalities in Niigata Prefecture (before the Heisei-era mergers).

Right: "Reach" by Naoto Sunohara
The artwork depicts the grandeur and inaccessibility of Mount Hakkai, a symbol of Minamiuonuma, as well as its majestic form against a beautiful blue sky, and the blue reflected in the rocks and remaining snow.


Logo concept design and key visual

■Facility brand logo concept design
Based on the concept of "Opening Up Niigata," concept design expresses the ideal form of a facility that widely disseminates the region's charm. The symbol mark, which is shaped like the letter N for Niigata, representing both newness and nostalgia for Niigata's past, incorporates a shape that opens sharply upwards and the form of a megaphone, expressing how Niigata is opening up to Japan and the world. The logo color is gold, which is used to represent unparalleled pride and the original landscape of Niigata with its shining rice fields.
 

■ Visual motifs that express the charm of Niigata
This visual motif embodies the hope that through encounters with numerous things and experiences at this facility, people will discover the charm of Niigata and become fans of Niigata. The motif, which expresses the various charms of Niigata, is expressed abstractly to broaden the imagination of guests.
These motifs are incorporated into various aspects of the brand, such as signage, pictograms, store tools, and information dissemination, to reinforce the brand image and increase brand awareness.
 

Project members
  
Rather than simply being a shop selling products, we planned and incorporated features and concept design throughout the building that would serve as an "information hub" to showcase the charms of Niigata, aiming to spark people's interest in and learn about Niigata. With many stakeholders involved, this project became a very meaningful one for our team, working together as one. We hope that this hub will connect Niigata Prefecture with the Tokyo metropolitan area, fostering many exchanges and new activities. We would be delighted if you would all come and visit us.