Nihombashi Takashimaya,
bringing a 90-year history and new innovation to life
A story of co-creation between a time-honored
department store and a renowned kabuki family
Space Promotion
2023.01~2023.06
The Nihombashi Takashimaya department store opened its doors in March 1933 and has created delight for its customers over the decades since. Leading up to the 90th anniversary in 2023, the store was looking for a partner to support with every aspect of commemorative events, from planning to implementation.
In the end, they chose NOMURA MEDIAS. NOMURA MEDIAS has handled displays at Takashimaya for 30 years. This includes commemorative events at two other stores.
Hiroki Mori belongs to the Planning and Promotion Department (Department Manager at the time of the project) and was in overall charge of the 90th anniversary events. Looking back, he says, “NOMURA MEDIAS understood the experiences and value we wanted to realize, then came forward with new ideas.”
Nihombashi Takashimaya wanted to express gratitude to the customers who had supported them in the 90 years since their founding, reinvigorate Nihombashi after the stagnation of the pandemic, and reach demographics not familiar with department stores. It was decided to express this through the three phases of past, present and future.
Planner Hanako Tsuda took these needs on board as she handled the presentation. Through numerous discussions with Tomohito Yashiro, who had been an Account Producer for Nihombashi Takashimaya over 17 years, she distilled the project’s 90-year background into three elements: the value of real-life experiences, carrying on a philosophy that transcends generations, and Nihombashi as a town embodying the vibrancy of Edo. With a focus on Nihombashi Takashimaya’s long history and tradition, “breaking the mold” was adopted as the concept.
This refers to people with a solid foundation of knowledge and skills who studied the “mold” based on history and tradition, then broke it. This often applies to the world of traditional Japanese performing arts. As Tsuda recalls, “I felt that Nihombashi Takashimaya values tradition and prestige while also adapting to changing times and lifestyles, and taking on new challenges.”
Seeking an appropriate symbol to embody this concept, she thought of the Kouraiya kabuki family and its star names spanning three generations: Matsumoto Hakuo II、Matsumoto Koshiro X and Ichikawa Somegoro VIII. Tsuda explains the thought process behind this.
“To recapture the vibrancy of Nihombashi Takashimaya, we needed a layout that achieved communication with a new audience in addition to existing customers. We considered how to achieve that balance, and thought that Kouraiya was a fitting symbol that would resonate with future customers in Nihombashi. The three generations of Kouraiya carry on a traditional legacy and continue weaving stories for generations. We wanted them to embody Nihombashi Takashimaya’s treasured philosophy and the ideals it aims to achieve.
A concept of “breaking the mold,” combining the history of Nihombashi Takashimaya with kabuki theater
Hiroki Mori, Planning and Promotion Department, Nihombashi Takashimaya (Department Manager at time of project)
Outdoor banners commemorating Nihombashi Takashimaya’s 90th anniversary
Tomohito Yashiro, Account Producer, NOMURA MEDIAS
The challenge of using a familiar store to create an impactful display space
The proposal based on a concept of “breaking the mold” and featuring Kouraiya as a core symbol resonated deeply with Hiroki Mori, ”It was precisely what we wanted to do.” That was when the Nihombashi Takashimaya 90th anniversary project began, with NOMURA MEDIAS as a key player.
In order to convey the wonders unique to a real-life store, Tsuda considered what should be expressed where. As she crafted the concept into a concrete form, she was in constant contact with Yashiro, who was in the store almost every day as a point of contact with the client.
Building up a strong relationship with Nihombashi Takashimaya over the preceding years was central to achieving this close cooperation. From discussions aimed at making events a reality to on-site preparations, his in-depth knowledge of the store enabled him to firmly grasp the situation, make proposals and provide appropriate responses.
From the event planning stage to setup, meetings were held every two weeks to keep track of elements such as overall progress. The design creation cycle was based on numerous discussions with Mori and personnel from the Planning and Promotion Department, with NOMURA MEDIAS’ designers coming up with the designs, on the road to solidifying the creative elements. Yashiro’s knowledge of the interior was particularly crucial in putting this together. He says,
“The sense of size of the real window is crucial when considering how to decorate it. In order to create an impact within the budget available, knowing where to place decorative elements and how big they should be is key. In particular, I communicated with Noriko Takahashi, a NOMURA MEDIAS designer who has years of experience creating window displays at Nihombashi Takashimaya, to ensure the right level of quality. The experience and sensibilities we have built over the years up played an important role in that respect.”
The experience of real-life stores provides value that digital content cannot match. Vibrancy and atmosphere are elements that epitomize this difference. Mori also spoke about the importance of depth. “Three-dimensional depth is something unique to real life, you need to see it with your own eyes to appreciate it. NOMURA MEDIAS embraced the physical space at Nihombashi Takashimaya and sought to bring out the quality of that depth.”
According to Mori, “I’m glad that we were able to share our respective perspectives from the planning stage.“
“We were aligned in terms of what each of us wanted to express, and that allowed us to engage in lively exchanges of opinions. Our philosophy spanning 90 years and NOMURA MEDIAS’ ideas were firmly in sync from the outset of the project. That’s what enabled us to engage with each other in an honest way and work towards our goals.”
A Benkei display at the Matsumoto Koshiro Line Kouraiya Exhibition
An image of Benkei created by Ichikawa Somegoro VIII
Various 90th anniversary events ran over a period of about six months, starting from the hatsuuri new year opening on January 2, 2023. As expected, much of the conversation centered on the three generations of Kouraiya, namely the kabuki actors Matsumoto Hakuo II、Matsumoto Koshiro X and Ichikawa Somegoro VIII.
Tsuda took Nihombashi Takashimaya’s desire to tell a story through the three phases of past, present and future, and redefined these elements as gratitude, excitement, and joy. She applied each theme to a phase, with gratitude to customers as the theme for the first phase and the excitement the store seeks to bring to them for the second phase, culminating in a third phase based on the joy of creating a new future and moving forward together.
Tsuda was responsible for communication with Kouraiya and recalls that, “We wanted to create exhibitions that clearly linked the theme of the 90th anniversary events with carrying on Kouraiya’s legacy.” Kouraiya upholds a spirit relating to kabuki that stretches back 350 years, and Tsuda remarked upon the meticulous attention that went into crafting every item.
“Matsumoto Koshiro has such a wealth of ideas, and we leveraged our own vast experience in creating displays over many years to bring them to life.“
One element in making these ideas a reality was recreating stage performances using mannequins of kabuki actors on stage. Tsuda gave us an insight into the communication that went into their creation.
“The production team had meetings with creators who make kabuki wigs and clothing and with tokoyama [hairdressers specializing in traditional theater]. Kabuki wigs and clothing are heavy, which made incorporating mannequins into the displays a challenge. We chose mannequins with movable joints because we wanted to bring out a sense of presence, and a lot of trial and error went into aspects such as adjusting the heads to fit the wigs properly. Painstaking attention was paid to every detail.“
Another exciting challenge was presented by the portrayal of Benkei by Ichikawa Somegoro VIII as an 18-year-old widely acclaimed as a beacon hope for the next generation. Benkei appears in the kabuki play Kanjincho (The Subscription List) and has been handed down through the generations at Kouraiya as a key role. To Kouraiya, Benkei holds a special meaning. It is a source of strong convictions passed down the generations of the Matsumoto Koshiro line.
Diligent dialogue expressing the philosophy of the prestigious Kouraiya kabuki family
Matsumoto Hakuo II A display recreating the temple school scene from Sugawara Denju Tenarai Kagami (Sugawara and the Secrets of Calligraphy)
Tradition and Innovation, a window display combining Kanjincho and modern art
Just like his forebears, it was clear that the role also held a special place in the heart of Ichikawa Somegoro VIII. Somegoro has had a talent for art from a young age and has created illustrations depicting various roles and scenes. Benkei, in particular, has been the subject of many of his works.
Aware of this strong affinity with Benkei, Matsumoto Koshiro X put forward the idea of Benkei by Somegoro as a display symbolizing Kouraiya’s ongoing legacy. Ichikawa Somegoro VIII carries on a lineage of Benkei stretching back generations, and this passion was brought to life through an impressive five-meter-wide image created for the display.
Showing their dedication to excellence in every aspect, the actors themselves even came to the store to help ensure that every detail was just right, including the positioning and balance of the items on show.
As the collaborative creation process progressed through numerous meetings, the concept of ”breaking the mold” gradually took on a clearer shape. Tsuda felt a special sense of mission in this process, to carefully overlay the philosophies of Nihombashi Takashimaya and Kouraiya.
“I was convinced that incorporating Kouraiya’s philosophy in the right way would help create a strong expression of the themes of the 90th anniversary project, which would ultimately benefit Nihombashi Takashimaya’s corporate brand. We held as many consultations as possible to come to a final result together.“
Hanako Tsuda, planner, NOMURA MEDIAS
A vibrant Nihombashi, created by sharing ideas with clients and working together
This process led to the completion of the special exhibition commemorating the 90th anniversary of the store's opening, The Matsumoto Koshiro Line Kouraiya Exhibition: Matsumoto Hakuo, Matsumoto Koshiro and Ichikawa Somegoro - A Bond Passed Through Generations. The three generations of Kouraiya gave their seal of approval, stating, ”From the point of view of the Matsumoto family, this an excellent display.”
Describing the reception among customers, Mori states, “The high quality of the products NOMURA MEDIAS make and the things they make happen really shone. We also received high praise from customers who are well acquainted with high culture.”
During the six months of the project, NOMURA MEDIAS engaged in work from events to promotional campaigns, video production and displays. Mori brought all of these elements together. To successfully implement the extensive information sharing and communication required, hedging the risks of each individual initiative and building a mutually supportive relationship with Nihombashi Takashimaya were key. According to Mori,
“Ms. Tsuda worked with us as a Planner, and Mr. Yashiro was a point of contact bringing everything together, managing the flow for everything from production to on-site work. The personalities of everyone involved were of great importance. With these 90th anniversary events, trust was crucial, and we kept exchanging opinions as we moved the project forward while also keeping a close eye on the situation on site. In that sense, we were incredibly fortunate to work with two people with whom we could speak openly.”
NOMURA MEDIAS received recognition as a partner that brings projects to fruition through collaboration, and Tsuda and Yashiro’s strong commitment to drive the project forward led to the creation of events with a flair befitting Nihombashi Takashimaya.
Covered by the media and attracting large numbers of people, the 90th anniversary events will take pride of place as part of Nihombashi Takashimaya’s history. The backbone to this success lay in an in-depth look at the company’s history and current state and the characteristics of Nihombashi as an area, together with careful collaboration between the team members working on the project. NOMURA MEDIAS will continue to take on the challenges faced by its clients and society as a whole, leveraging its talents to work together and make ideas a reality.
A display at the entrance to the Matsumoto Koshiro Line Kouraiya Exhibition
After understanding our clients’ ideas and analyzing the issues they face, we put forward wide-ranging ideas from concept creation through to detailed plans and content proposals.
With the right knowledge and judgment, we bring projects to fruition by managing production and construction with commitment to quality, safety, and the environment.
To provide experiences and productions that offer safety and peace of mind, we perform regular maintenance, inspections, repairs, and equipment replacement.
To maximize the impact of events, we plan and implement everything from creating spaces to attracting customers and providing customer service support.
