Creating Experiences That Shine Like Nowhere Else. How KITTE Nagoya Has Brought Its Christmas Promotions to Life with Heart
Space Promotion
2023.11〜2025.12
KITTE Nagoya is a commercial complex that brings together distinctive restaurants and shops offering premium goods, showcasing the unique appeal of Nagoya. At the heart of the facility is its symbolic atrium, a welcoming space that serves as the central hub connecting visitors throughout the building. Extending from the first to the third floor, the open atrium features a soaring ceiling approximately 17 meters high. Equipped with benches, it offers a comfortable place for people to meet up or take a break while shopping. While being directly connected to Nagoya Station, the atrium feels pleasantly removed from the bustle outside, creating a calm and relaxing atmosphere.
The atrium also serves as an event venue, hosting a wide variety of programs throughout the year. Among them, Christmas is one of the highlights of the year at KITTE Nagoya.
Yusuke Furuya of JAPAN POST BUILDING MANAGEMENT Co., Ltd., which operates KITTE Nagoya, explains the thinking behind it: “The Christmas season gives us a wonderful opportunity to welcome people who don't normally visit KITTE Nagoya. We hope they'll discover what makes the facility special and become fans. At the same time, there are plenty of beautiful Christmas trees on display nearby, so we're always thinking about how to set ourselves apart by creating displays that could only exist at KITTE Nagoya.”
With that goal in mind, KITTE Nagoya has moved beyond traditional fir trees in recent years, instead creating original displays that take full advantage of the atrium’s dramatic vertical space.
Since 2023, NOMURA MEDIAS has partnered with KITTE Nagoya to bring these Christmas displays to life for three consecutive years.
In 2023, the display featured fabric dyed with underutilized food ingredients, decorating the symbolic "Delight Tree" with beautiful, naturally derived colors that filled the atrium with a warm, gentle glow. The following year introduced the “SYNC LINK TREE,” an interactive installation that allowed visitors to transform the giant tree into their favorite color using a digital device. The immersive experience quickly became one of the season’s biggest attractions.
In 2025, the team challenged the very idea that Christmas must revolve around a tree, unveiling a dramatic aurora-inspired illumination. The immersive display welcomed visitors into an enchanting world that felt nothing short of a Christmas miracle.
The experience was further enhanced with the latest AI technology. Visitors rang handbells installed along the second-floor walkway, where AI analyzed each bell’s tone to identify “a color that’s uniquely yours.” The entire aurora display then shifted into that personalized color, creating an interactive experience that attracted widespread attention and drew countless visitors, who stopped to enjoy a Christmas illumination that was uniquely their own.
Furuya reflects, “KITTE Nagoya is built around the concept of ‘Celebrating the Spirit of Nagoya While Embracing What’s New.’ Every year, NOMURA MEDIAS surprises us with fresh, ambitious ideas for Christmas. Their proposals never fail to exceed our expectations, so unveiling the next concept has become something we genuinely look forward to.”
A One-of-a-Kind Christmas Display That Celebrates the Spirit of Nagoya While Embracing What’s New
Yusuke Furuya, Senior Staff, Nagoya Office, JAPAN POST BUILDING MANAGEMENT Co., Ltd.
Junko Yamashita, Designer, NOMURA MEDIAS
Gentle Light Inspired by Nature Filled the Space— The 2023 Display Also Carried a Message About Food Sustainability
Asked what led KITTE Nagoya to choose NOMURA MEDIAS as its creative partner, Furuya recalls: “During the proposal competition in 2023, they presented the idea of incorporating fabric dyed with vegetables and fruit that would otherwise have been discarded into the Christmas display. The creativity of that proposal immediately stood out. At the time, our facility was placing a strong emphasis on the SDGs, and their concept aligned perfectly with the message we wanted to share with our visitors. It offered a completely different perspective from the other proposals, and precisely because it was so bold, we knew we wanted to bring it to life together.”
The theme proposed by NOMURA MEDIAS for the 2023 Christmas event was “DELIGHT CHRISTMAS: A Christmas That Shines with Joy.” The concept celebrated the simple joy of gathering with loved ones, sharing smiles, conversation, and meaningful moments together. At the same time, it invited visitors to reflect on the challenges surrounding food through the shared experience of a meal, a timeless symbol of bringing people together, with the hope of inspiring a brighter future for all.
Designer Junko Yamashita, who worked on the project, reflected on the creative process.
“We began by taking a deep dive into one of KITTE Nagoya’s core concepts, ‘the Spirit of Nagoya,’ and discussing what it truly meant as a team. As we explored the idea, we came to appreciate not only the city’s rich food culture but also the challenges it faces, including low vegetable consumption and food loss. With so many restaurants at KITTE Nagoya, people naturally come here to enjoy great food. We felt that made it the ideal place to share ideas and create experiences that would inspire visitors to appreciate food more deeply."
The approximately 10-meter-tall main tree was created using 66 tree-shaped lanterns.
FOOD TEXTILE, the fabric used for the lanterns (Image courtesy of Toyoshima & Co., Ltd.)
Key visuals and tree-shaped lanterns were also displayed throughout the walkways, creating a festive Christmas atmosphere throughout the facility.
Installed in the atrium as a symbol of the hope that meals shared with loved ones would shine even brighter, the monumental centerpiece tree was constructed from a total of 66 tree-shaped lanterns.
The lanterns were made using FOOD TEXTILE, a sustainable fabric developed by local company Toyoshima & Co., Ltd. The fabric is dyed using pigments extracted from imperfect produce and fruit and vegetable scraps that would otherwise be discarded, giving new life to food waste through sustainable manufacturing. Its soft, naturally derived colors also provided an opportunity to showcase Nagoya's manufacturing heritage. Turning the concept into reality, however, presented a number of technical challenges.
FOOD TEXTILE has generally been used for apparel and lifestyle goods, making this its first application in a spatial installation. Working closely with the manufacturer, the team carefully explored every aspect of the production process, including whether the material could be treated with the flame-retardant finish required for public display. The installation also had to comply with the atrium’s ceiling load restrictions. To refine the design, the team built miniature origami models and repeatedly explored how to create the most visually striking display while satisfying every structural requirement.
Account Producer Masachika Washo also recalls the challenges: “As the project developed, we received a request to increase the number of lantern tiers in order to make the tree taller. Because of the weight restrictions, we had to rethink the structure from the ground up. We then went through countless rounds of trial and error to make the materials both lightweight and suitable for flame-retardant treatment. Looking back, it really feels like a display that came together against the odds.”
That made the sense of accomplishment all the greater once the installation was complete. For Furuya, the moment he first saw the finished tree remains as vivid as ever.
“The first thing that struck me was its incredible scale. At the same time, its gentle atmosphere and understated elegance complemented the space at KITTE Nagoya beautifully. I still remember the first time I saw the lighting show. It was genuinely moving. The harmony between the music and lighting was simply beautiful, and it’s a memory that has stayed with me ever since.”
For 2024, NOMURA MEDIAS proposed a Christmas event centered on the visitor experience under the theme, "SYNC LINK CHRISTMAS: A Christmas Connected by Light."
At the heart of the experience was SHAKE SYNC, a block-shaped educational toy that changes color when shaken. Its defining feature is that light can be "passed" from one block to another simply by bringing the two together. This was also the first time this technology had been incorporated into a spatial installation and holiday illumination. The goal was to transform Christmas illuminations and lighting shows, traditionally something visitors simply watch, into an active experience where each guest became the catalyst that brought the display to life.
Yamashita explains, “The toy itself has a diamond-shaped form, so we used that geometry as the design motif and combined it with holographic elements to create a colorful and distinctive design.”
The team also created an interactive experience in which the color selected by each visitor through SHAKE SYNC was passed on to the towering Christmas tree. “We installed the trigger device along the second-floor walkway, where visitors have the best view of the atrium tree. From the earliest planning stages, we were excited by the idea that this could become a one-of-a-kind experience available only in this space. From developing the system to refining every interaction, we worked through countless rounds of trial and error to bring the concept to life.”
At the same time, because the device changes color using infrared signals, the same technology commonly used in automatic doors and remote controls, it occasionally responded to signals it wasn’t intended to detect.
Washo, who was also responsible for maintaining the equipment throughout the event, reflects on both the challenges and the rewards. “Throughout the event, I regularly checked the installation to make sure everything was operating as it should and made adjustments whenever necessary. Maintaining the system wasn’t always easy, but that’s part of what makes working on site so rewarding. Seeing how delighted visitors were when I showed them how it worked made all the effort worthwhile.”
Yamashita adds, “Whenever you take on something completely new, unexpected challenges are inevitable. But Washo always takes the lead in resolving them, which gives everyone involved real peace of mind.” Furuya agrees: “Their work doesn’t end once the installation is complete. They continue to monitor and maintain everything throughout the event, and if anything does happen, they respond immediately. That level of support gives us tremendous peace of mind.”
This was also the year the Christmas lighting ceremony returned after being suspended during the COVID-19 pandemic. Yamashita explains, “For the lighting ceremony, we created a giant SHAKE SYNC. It was designed to embody the event’s theme, with the lights held by the children and other participants connecting together before flowing into the oversized SHAKE SYNC, which then illuminated the entire Christmas tree. We wanted the ceremony itself to tell a story.” Looking back, Furuya says, “The ceremony truly belonged to the children, and so many families joined us. It was more successful than we had ever imagined and one of the liveliest events we’ve ever held.”
A Christmas Experience Unique to KITTE Nagoya— Christmas 2024 Brought Visitors Together Through Light
Masachika Washo, Account Producer, NOMURA MEDIAS
The 2024 centerpiece, SYNC LINK TREE
A photo spot featuring a miniature tree where visitors can experience SYNC LINK.
The trigger station for changing the tree’s colors was installed along the second-floor walkway.
2025: Bringing the Magic of the Holiday Season to Life Through Music and Color
Yumi Sakamoto, Planner, NOMURA MEDIAS
In 2025, the team took on an even bolder challenge by reimagining Christmas without centering the experience around a traditional tree. The result was the aurora-inspired illumination introduced at the beginning of this article.
Built around the theme “Music of Aurolights: A Christmas Where Music Colors the World,” the 2025 event moved beyond decorating only the atrium. Instead, it transformed the space into a sweeping installation that extended from the atrium to the second-floor walkway, immersing visitors in a dynamic world of shimmering auroras. To create the aurora’s fluid shifts in color, the team tested numerous fabrics before ultimately combining two different materials, one reflective and one translucent. Together, they produced rich layers of light that shimmered with remarkable depth.
The placement of every light and the number of decorative elements were refined through nightly testing after the facility closed. Even on installation day, the team continued making adjustments until every element was perfectly balanced.
The event’s signature AI-powered interactive installation was built around StripeTrack, an innovative system created by the artist collective knoctave. The cutting-edge AI technology visualizes musical rhythm and pitch. While typically used in art installations and fashion pieces, it was adapted here for the first time as the centerpiece of a spatial installation.
Planner Yumi Sakamoto explains that the decision to incorporate an interactive installation was built on lessons learned from previous years.
“Back in 2023, we introduced a participatory art activity where visitors created a collaborative artwork using colorful round stickers. It was far more popular than we anticipated, and we ran out of stickers almost immediately. That experience inspired us to focus even more on visitor participation in 2024 by creating an installation where people could connect lights together, and the response was incredibly positive. Then, in 2025, the AI installation, along with the other interactive experiences and stage events, generated a tremendous amount of activity on social media. It really reinforced how important it is to create experiences that people can actively take part in.”
Sakamoto also explains why music became one of the defining themes of 2025: “Music has the power to move our emotions and completely transform the atmosphere of a place. It has always been an essential part of Christmas displays. Through the aurora display, we wanted to create an experience that felt as though the world itself became more vibrant the moment the music began.” Throughout the event, a scheduled illumination show was presented ten times each day, inviting visitors to experience a harmonious performance of music and vibrant color. Both the music for the show and the background music played throughout the day were composed specifically for the event, with the balance between the music and the illumination carefully considered.
The music further enhanced the sense of immersion in the ever-changing world of the aurora, creating a festive holiday atmosphere that captivated visitors.
Finally, Furuya reflects on KITTE Nagoya’s three-year collaboration with NOMURA MEDIAS. “NOMURA MEDIAS has a deep understanding of KITTE Nagoya’s brand and the values behind it, and every proposal they bring us builds on that foundation while introducing something genuinely new. That’s the biggest reason we’ve continued working together over the past three years. Their concepts already feel fully realized by the time they’re presented, but we’ve built a relationship where we can continue refining them together, taking them well beyond that to an even higher level.”
Washo agrees. “Every project we propose pushes us into new territory, so the level of difficulty is honestly very high. There are plenty of challenges along the way, but that’s exactly what makes the work so rewarding. Finding solutions together is one of the most enjoyable parts of the process.” He adds that local residents and people from neighboring facilities have increasingly remarked, “KITTE Nagoya always puts on an amazing Christmas display every year.”
In June 2026, KITTE Nagoya celebrated its 10th anniversary. Reflecting on this important milestone, Furuya concludes,
“This year marks a major milestone for us. It’s an opportunity to express our heartfelt gratitude to everyone who has supported KITTE Nagoya over the past decade, while also looking ahead and saying, ‘We hope you’ll continue to be part of our journey over the next ten years.’ We’ll continue building on that legacy one year at a time. Alongside our 10th anniversary celebration in June, we’re planning a variety of seasonal events in August and December as well. We hope many people will come and experience what’s new at KITTE Nagoya.”
"Christmas illuminations bring the holiday season to life with dazzling displays of light. But their radiance is more than decoration alone. It warms the hearts of everyone who passes by, leaving behind memories that continue to shine long after the season has ended.
It is precisely because of that shared belief that KITTE Nagoya and NOMURA MEDIAS will continue working side by side, united in their commitment to creating something even better each year."
A piano, symbolizing the power of music, stands at the center of the first-floor atrium.
AI analyzes the tones of handbells played by visitors. Based on the analysis, both the colors of the aurora display and the background music change.
AI analyzes the tones of handbells played by visitors. Based on the analysis, both the colors of the aurora display and the background music change.
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