A Space Representing the Under-Construction Town of "Shimokitazawa"

A Space Representing the Under-Construction Town of "Shimokitazawa"

Mikan Shimokita, a mixed-use complex under the Shimokitazawa Station overpass, has attracted attention since its opening. As part of the station redevelopment, the area is being redefined as Tokyo’s Experimental District Shimokitazawa, with Mikan Shimokita serving as its central hub. Konel contributed as the branding partner for this project.

Issue

Introducing a New Vision in the Cultural Area

Konel joined Keio Corporation's Shimokitazawa station-front redevelopment project to create a new approach to urban renewal. Working with partners and stakeholders, Konel explored innovative branding strategies under the theme of "experimentation" to contribute to the neighborhood's revitalization.

Creation

Enhancing Shimokitazawa’s Unique Character with a Strong Concept

In Tokyo, where urban redevelopment is constantly reshaping neighborhoods, commercial facilities often peak in appeal at their grand opening. To counter this trend, we focused not just on individual properties but on reinterpreting the essence of Shimokitazawa to amplify its distinct character. Shimokitazawa has long embraced a welcoming and experimental spirit, creating an environment where new challenges can thrive. By shaping a “face” for the town that reflects this openness, we aimed to invigorate the area and deepen its unique appeal. This concept of “experimentation” became the driving force behind the project.

The Meaning Behind “Mikan”

The name “Mikan Shimokita” draws from the Japanese word mikan, meaning “incomplete.” It reflects Shimokitazawa’s ever-evolving nature, where diverse cultures and people intersect to create a space of constant change. The brand embraces this spirit, encouraging experimental challenges and new possibilities. The logo, inspired by the Japanese character “ミ” (mi), features a bold, hand-drawn design that symbolizes creativity through trial and error—just like an ongoing experiment.

Web Media: “Tokyo Experiment Zone Shimokitazawa”

To showcase the diverse experiments happening in Shimokitazawa and spread the spirit of innovation both locally and globally, we launched a dedicated media platform. Positioned as a platform that “makes the world more exciting through the power of experimentation,” it closely follows and publishes stories about various experiments led by individuals, companies, and organizations. At the launch of Mikan Shimokita, we also released a tabloid to share the project’s vision and the aspirations of its tenants with a broader audience.

Future

Unveiled launchpad "Sunabako"

Since adopting the concept of “experimentation,” Mikan Shimokita has inspired a wave of proactive actions driven by the mindset of “it’s an experiment—why not try?” This movement sparked initiatives like the “Shimokita Idea Conference,” where over 400 ideas emerged from enthusiastic participants. Within Keio Corporation, the experimental spirit led to cross-departmental collaborations, including a station-wide takeover. These efforts grew into a broader movement, gaining significant media attention and expanding its reach.

To further encourage experimentation, Konel established the creative studio “Sunabako” within the facility. Designed as a “platform for unveiling new concepts,” the studio is equipped with advanced technologies and serves as a space for creators to innovate and share their projects with the world.