Connecting People and the City at Nihonbashi's Spring Festival

Setting the Standard for the Next Decade

Now in its 11th year, Nihonbashi’s flagship spring event, SAKURA FES NIHONBASHI, has become a well-established platform for new ideas and community connection.
To strengthen the festival’s brand and ensure sustainable growth, Konel led the overall creative direction. By redefining what makes Nihonbashi unique, we developed designs and strategies with a long-term vision for the festival’s future.

Issue

Creating a Sense of Unity During the Spring Festival

Nihonbashi, with its unique terrain and landscape regulations, has struggled to create a cohesive visual identity. As a result, there were complaints such as "It's hard to tell that a festival is happening." To address this, we strengthened the display of unified key visuals and key colors throughout the area. This approach made the excitement of the spring festival visible and created a sense of expansion, engaging the local players in the process.

Creation

Using a unified motif to "color the town with cherry blossoms."

In addition to the announcements made through leaflets and digital signage from previous years, 40 flags were placed along Chuo Street, and small flags were installed at each store. The furniture at each venue was redesigned to match the key visual, creating a unified design in prominent areas. Continuing from last year, the "Sakura Noren" installed at the main venue and the sakura-colored noren displayed by large stores worked in harmony, transforming the entire town into a sea of sakura color.

Events linked to a town walk.

Considering the needs of visitors, the website's map and event announcement methods were updated. Efforts were made to enhance the experience, allowing visitors to enjoy the events while walking through the town.Events held under the Sakura Noren included a limited-time bar and jazz session by the Tokyo American Club Nihonbashi on Friday nights, and acoustic live performances by emerging artists every Saturday. These events were designed to be easily accessible and enjoyable while exploring the town, receiving positive feedback.