Overview

Shibuya Scramble Square Phase I (East Building), which opened in November 2019, is a large-scale complex facility directly connected to and above Shibuya Station. It is the tallest building in the Shibuya area, with approximately 230m and 47 floors above ground. It consists of the observation facility “SHIBUYA SKY” on the 14th and 45th floors to the rooftop, offices on the 17th to 45th floors, the co-creation facility “SHIBUYA QWS” on the 15th floor, and the urban commercial facility “SHIBUYA SCRAMBLE SQUARE Shops & Restaurants” on the 2nd basement to 14th floors. As a new landmark facing Shibuya’s scramble crossing, a world-renowned Japanese landmark, it has been disseminating movements from the center of Shibuya and has become recognized as a symbolic facility of Shibuya.

URL : https://www.shibuya-scramble-square.com/

Activities

In collaboration with Tokyu Agency, we were in charge of PR for the opening period of “Shibuya Scramble Square Phase I (East Building).” By gradually disseminating information such as the concept and logo determination, the opening month and day determination, and the opening stores, more than 1 year before the facility opened, we created excitement leading up to the opening.

Using the redevelopment of Shibuya, stores making their first landing in Japan, and distinctive facilities such as the observation facility “SHIBUYA SKY” and the co-creation facility “SHIBUYA QWS” as hooks, we promoted to many media outlets from various angles and gained a lot of exposure as a noteworthy spot. In addition, immediately before and after the opening, we gained exposure on all TV stations and all national newspapers, contributing to the creation of an image as a symbol of Shibuya.