This place is a food lab located above the station, consisting of "Share Dining," "Co-working Space," and "Factory Kitchen." It serves as a platform for aspiring chefs to showcase their skills and for companies to conduct test marketing for creating new food experiences. We thought about a concept that deconstructs the uniqueness unique to Shin-Okubo, unlike anywhere else, and expresses the facility's overall free and generous approach.
Kimch,Durian,Cardamom,,,Art direction / Branding / Concept making / Graphic design / Logo design
- East Japan Railway Company
Aiming to express the chaos of various ingredients from all over the world gathered in Shin-Okubo at its core concept, we listed 99 different ingredients found in Shin-Okubo. From this list, we randomly selected three words as an abbreviation: "Kimchi, Durian, Cardamom... (K, D, C...)," creating a two-tiered naming approach. Kimchi, Durian, Cardamom, Beans, Chicken, Okra, Sesame, Chive, Eel, Fennel, Cucumber,Turnip, Persimmon, Pistachio, Nutmeg, Pepper, Corn, Leek, Mushroom, Mango, Turkey,Banana, Asparagus ,Lobster, Coconut, Kelp, Chickpea, Scallops, Olive, Almond, Anise,Basil, Millet, Walnut, Chicory, Burdock, Apricot, Garlic, Rice, Mint, Sumac, Celery, Pea,Lavender, Juniper, Tuna, Milk, Sardine, Octopus, Wasabi, Licorice, Shiso, Duck, Cod,Papaya, Cricket, Salmon, Cinnamon, Artichoke, Sugar, Radish, Turmeric, Beef, Coriander, Potato, Dill, Sansho, Onion, Fig, Crab, Rosemary, Clove, Yuzu, Lime, Mutton, Spinach,Raisin, Wheat, Venison, Pomegranate, Vanilla, Pineapple, Ginkgo, Cherry, Oyster, Avocado,Chili, Mugwort, Clam, Lemon, Egg, Tomato, Parsley, Shrimp, Ginger, Squid, Zucchini,Eggplant, Pitaya, Salt,,,
We expressed the constant creation and ongoing connections with a sense of vibrant energy, as if it is about to spring into action, using a wriggling array of randomly moving English words.
In this space, we expressed a pleasant mixture of elements from various eras and cultures, all converging on a basic foundation that allows for the freedom to embrace any element. To avoid the impression of being overly polished like typical station facilities, we emphasized a balance between a relaxed and eclectic atmosphere, seamlessly connecting with the streets of Shin-Okubo, while still maintaining a moderate level of cleanliness that welcomes everyone. This place is not just a gourmet institute (art), but a chaotic and free culinary laboratory. By incorporating folk art objects from around the world in the interior, we aimed to represent a junction of diverse cultures.
In the main visual, we depicted a stack of diverse food ingredients from all over the world, which are used in the naming, piled up without any rules. It captures the moment when people from different countries freely select their own ingredients.
- Branding Produce & Creative Direction
- Rie Kimoto
- Branding Produce & Creative Direction & Art Direction & Graphic Design
- Tomoka Furuya
- Natsuki Kurachi
- Plate Styling
- Miyo Yamamoto / DINING+
- Store Decoration
- Takuya Tanoue / Essential Store
- Art Direction / Graphic Design
- Rie Kimoto
- Akiko Isobe
- Set&food Direction
- Megumi Naito / VOLTA
- Visual Produce
- Kumiko Takaki
- Food Styling
- Akiko Kumagai
- Interior Design
- Ichiro Shiomi,Mai Yukihara / Spinoff