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Nissan Crossing Experience Center

The excitement of driving will be brought to the streets of Tokyo with the re-opening of the Nissan Experience Center at the Ginza Crossing this fall. Synchronized LED mesh screens at the ground floor turntable and along the entire length of the 2nd floor facade give passers-by an immersive view from the driver’s seat

Courtesy of Eight Inc.

Once inside, visitors are greeted by Nissan’s Fairlady staff and inducted into a digital and sensory experience within the two-story showcase of leading-edge automotive technologies. The Experience Center embodies the aerodynamic qualities of automobiles with sweeping lines and dynamic, continuous forms. Illuminated ribbon-like elements spatially define the exhibition areas overhead and merge with the walls and floors to create a cohesive environment.

Courtesy of Eight Inc.

Each exhibit is seamless with the physical design of the interiors to enhance the visitor experience. A non-linear exhibition design encourages visitors to take a self-directed tour based on their own interests, informed by an accompanying app they can download onto their personal mobile device.

Courtesy of Eight Inc.

The ground floor includes a turntable, the main stage area for two vehicles, the curving Fairlady concierge desk and the 4D theater. An integrated lift above the main stage allows for vehicles to be exhibited on the second floor without compromising on space. Visitors use the adjacent escalators and elevators to move between floors. Architecturally, the circulation and exhibition spaces are continuous when the Experience Center is open to increase the sense of expansiveness of the overall exhibition spaces.

Courtesy of Eight Inc.

Upstairs, the exhibits continue with a timeline of Nissan’s design history, a stage for sustainable technology vehicles and a second turntable. One final exhibit allows visitors to customize their own vehicle through an interactive touchscreen table and monitor. Visitors can take home a virtual version of their digital Nissan vehicle through the app. Nissan can also follow-up leads and track visitor interest in the exhibits through the app feedback loop and thus improve visitors experience. Social media connectivity adds another layer of richness and interactivity to the experience, broadening the reach of the Experience Center. A bespoke Nissan boutique and cafe make up the other half of the second floor. Product offerings are curated and collaboratively designed.

Courtesy of Eight Inc.

Project Info
Architects: Eight Inc.
Location: Tokyo, Japan
Size: 5000 sqft – 10,000 sqft
Year: 2016
Type: Retail

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