HIBIYA OKUROJI

A 300-meter Secret Hideaway

HIBIYA OKUROJI is a space beneath the elevated tracks connecting JR Yurakucho and Shimbashi Stations. Preserving the century-old brick arch viaduct, it has been reborn as an urban commercial space in the heart of Tokyo.

This redevelopment project unearthed the hidden potential within the 300-meter stretch, creating a brand from scratch—including its naming—to connect city with people, people with people, and past with future.

Located in the “depths” behind Hibiya and Ginza, the brand concept was defined as “hidden mood.” Rather than an openly accessible space for everyone, we fostered a brand image that stimulates adult curiosity by positioning it as a secret hideaway.

Client :

JR East Urban Development Corporation

Year :

2020

Industry :

Visual Identity

Hibiya OKUROJI is a 300 meter-long space found under elevated rails connecting Yurakucho and Shimbashi Stations. We created the facility name and designed the logo for the project. The name comes from oku, or back, referring to the location to the rear of the Hibiya and Ginza areas, and roji, or alleyway, expressing the hidden nature of the space. The logo uses elements from the century-old brick arches and expresses the idea of a bridge connecting things.

Graphics

A variety of advertising and communication media were unrolled to announce the opening, including station posters, Train Channel advertisements, and web advertisements. Against the backdrop of century-old brick arches, they express a feeling of secrecy appealing to savvy adults and encourage the desire to come search for something new.