TBWA\HAKUHODO Tokyo unveils the new Nissan Pavilion in an experiential entertainment facility
TBWA\HAKUHODO Tokyo has launched the Nissan Pavilion in Yokohama, with a new interactive entertainment facility that allows customers to experience how the company envisions the future of mobility.
The 10,000 square-meter, zero-emission space offers a variety of experiential content showcasing Nissan’s unique technology and features. The facility was planned and developed in partnership with TBWA\HAKUHODO Tokyo, working on its creative concept, design, and interactive content production, with the ultimate goal of ‘energizing human potential’ by allowing visitors to witness how cars and technology can enhance people’s perspectives, connection, and revitalization of a city.
Tetsu Suzuki, Creative Director of TBWA\HAKUHODO, said: “Nissan Pavilion Yokohama is born during the beginning of a new era for Nissan. The concept is to ‘Energize Human Potential’ through a combination of Nissan’s technology and various entertainment elements. Our goal for creating this space was to tell a story of a real and tangible future of Nissan, not merely a cool daydream.”
The Nissan Pavilion will act as a platform for the first exhibition of Nissan’s newest EV model – Ariya. The car is presented in a distinctive and dynamic way with unique calligraphy art, and an experiential video allowing visitors to feel what it is like to drive a Nissan Ariya through the city.
Mineo Mori, Head of Experiential Marketing Div. of TBWA\HAKUHODO, said: “The word ‘Pavilion’ may remind you of an exhibition, but our goal was to create an ‘entertainment facility’ where anyone can enjoy, including kids and even people with no interest in cars. This was only made possible with the help and collaboration of many talented people from different countries and companies coming together as ‘One team’ with our willing client. I would like to sincerely thank all the members who were involved in this project in any way.”
Ai Sugimoto, Project Manager, Experiential Marketing Div. of TBWA\HAKUHODO, said: “It has been two years since the beginning of this project. The founder of Nissan said “Do what others don’t” – and I believe this project is the embodiment of exactly that. From nothing, the whole team created this facility that exceeds all imagination.”
