HIBIYA OKUROJI

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.

A variety of advertising and communication media were unrolled to announce the opening of Hibiya OKUROJI, 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.