[Tokyu Land Corporation × SUNNY SIDE UP] A massive success from day one! What is the secret behind the opening PR strategy for Harakado, Harajuku’s new hub for cultural expression?

On April 17, 2024, Tokyu Plaza Harajuku “Harakado” (hereinafter “Harakado”) opened at the Jingumae intersection. It is a creative facility designed as a place to enjoy new experiential value, housing a total of 75 stores, including shops, a public bathhouse, and restaurants.

SUNNY SIDE UP was in charge of the opening PR for Harakado! It became a hot topic, featured in numerous media outlets such as web news and television programs.

What kind of mechanisms were in place behind the scenes to achieve extensive media exposure and a successful opening followed by continued excitement at Harakado?

For this article, we held a cross-talk session with four participants: Ms. Mayumi Oda from Tokyu Land Corporation, Ms. Rumi Koshiba from Tokyu Land SC Management Corporation, and Terui and Ishizone from SUNNY SIDE UP.

From right: Terui and Ishizone (SUNNY SIDE UP), Ms. Koshiba (Tokyu Land SC Management Corporation), and Ms. Oda (Tokyu Land Corporation)

Harakado is a “Creative Facility,” not a “Commercial Facility”

ーーFirst, please tell us about the background behind the birth of Tokyu Plaza Harajuku “Harakado.”

Ms. Oda: Plans for the opening of Harakado have existed since around 12 years ago, when Tokyu Plaza Omotesando “Omokado” (formerly Tokyu Plaza Omotesando Harajuku) opened at the Jingumae intersection. Focusing on the fact that there are many creative people in the Harajuku area, we decided to develop the area as a whole, based on the characteristics of the “alleys” and “intersections” that this location possesses. We proceeded with development with the aim of creating a platform for cultural creation and dissemination, where a positive cycle is created between the “alleys” that discover and nurture talent and the “intersections” where talent blossoms and is shared.

Therefore, leading up to the opening of Harakado, we created “UNKNOWN HARAJUKU,” an event space in a renovated traditional house in the back alleys of the Jingumae intersection area, and conducted activities to support creators who engage in unconventional expression and communication. Harakado was also born as a facility where people can not only enjoy shopping but also be inspired, discover new things, and where anyone can share those experiences.

Terui: As a development policy for this Greater Shibuya Area (*), Tokyu Land Corporation is conscious of further refining and enhancing the charms that originally existed in the city.
*The Greater Shibuya Area refers to the area within a radius of approximately 2.5 km from Shibuya Station, as defined in the Tokyu Group’s Shibuya urban development strategy.

Ms. Oda: Harajuku originally had the “Harajuku Central Apartments,” where various creators shared new culture. We wanted to make the area more interesting by further enhancing that power of cultural dissemination. That is why we describe Harakado as a “creative facility” rather than a “commercial facility.”

ーーWhat are the characteristics of Harakado as a facility?

Ms. Koshiba: A distinctive feature of Harakado is the third floor, which we have named the “Creators’ Platform.” It features a lineup of tenants that one would not typically imagine in a general commercial facility, such as offices, a members-only cafe lounge, and experiential stores.

Initially, we struggled with how to represent this floor to general visitors, but we decided not to give it a strict definition so that each visitor could feel it freely. Whether it is something felt from the floor itself, the services provided as experiences, or even retail items becoming a different experience by being on that floor, I believe it has become the floor that most symbolizes Harakado.

ーーIt is a unique facility. Who is the target audience for Harakado? Also, what is the actual customer base like?

Ms. Koshiba: In a typical commercial facility, you would determine the target audience by age and gender, but at Harakado, we do not segment by those factors. While we hope to attract highly sensitive individuals and those with a creator mindset, we believe that the word “creator” itself is interpreted differently by each person. We live in an age where anyone can easily share information on social media, and we consider those who do so to be creators in a broad sense. Therefore, while people interested in creative things are our primary target, we do not set restrictions on nationality, gender, or age.

Terui: How has it been since the opening?

Ms. Koshiba: Since it was a hot topic at the time of opening, we had visitors from many different demographics. Overall, I felt there were many people who were interested in Harakado. I believe that the people we wanted to attract—those drawn to the concept of Harakado—are coming and sharing their experiences as they see fit.

ーー”Omokado” was also renamed at this time. What was the intention behind that?

Ms. Koshiba: The name Tokyu Plaza Harajuku “Harakado” embodies the idea that “kado” (corners/gates) come together to form an intersection for people to meet and create new culture. From now on, the two buildings across the intersection will collaborate to further enhance the appeal of the area, so the former Tokyu Plaza Omotesando Harajuku was renamed Tokyu Plaza Omotesando “Omokado.” We are currently planning collaborative events between the two, and we hope you look forward to what is to come.

A massive success from the start through multi-faceted PR and tenant-led communication

ーーPlease tell us how you came to request PR services from SUNNY SIDE UP.

Ms. Oda: Between 2023 and 2025, four properties, including Harakado, are scheduled to open within the 2.5 km radius centered on Shibuya Station known as the Greater Shibuya Area. Initially, we were conducting measures for each facility individually. However, to boost the area as a whole, we decided to implement overall PR by combining the strategy with the communication of each facility and sharing the progress of the entire area. In May 2023, the Tokyu Group announced the opening of the four properties and the vision for the area, and we have been working on PR together ever since.

Terui: Actually, SUNNY SIDE UP was also in charge of the PR for the opening of Omokado back in 2012. The first project I was assigned to after joining the company was Omokado. Since then, I have had the opportunity to handle comprehensive ongoing PR for Q Plaza Harajuku and Tokyu Plaza locations in the Tokyo metropolitan area. Because of that long-standing relationship, we are also handling Harakado. Therefore, I have been working with Ms. Koshiba for a very long time.

Ms. Koshiba: It has been since around 2018, when I was in charge of public relations.

ーーWhat kind of measures did you implement to promote the opening of Harakado?

Ms. Oda: When considering how to convey the concept of Harakado as a “creative facility,” we targeted people who are highly interested in actively sharing information themselves. Therefore, I felt strongly that we should leverage the power of mass media to create a cycle where various people would want to spread the word.

For Harakado itself, we opened official social media accounts a year before the opening to share our efforts, and we also created a system for tenants to share information. Since posts from corporate accounts can feel like advertisements and are less likely to reach end-users, we made it easier for information to be delivered by having tenants share it with their fans in their own words as something personal to them. With that strategy in motion, at the time of the opening, we wanted to convey the facility’s strategy from a B2B business perspective while also using mass media to communicate its appeal from a B2C perspective—targeting those who would visit, find it great, and share that excellence with others.

Terui: Normally, opening PR for a commercial facility focuses on news about what kind of facility is being built and which tenants are moving in. The standard theory for opening promotions is for the developer to plan a promotion event and have tenants create limited-edition products to match. However, for Harakado, Tokyu Land Corporation and the tenants formed a self-governing organization called the “Harakado Neighborhood Association,” creating a system where projects arise spontaneously.

Even before the opening, we were discussing the vision for the facility and event content with the tenants. This allowed tenants to connect with each other. Before the opening, there were events like the Kosugiyu × Lemonlife collaboration and events by Nippon Shuppan Hanbai, who operates the COVER space on the 2nd floor, all initiated by the tenants themselves. The strategy is to increase core fans through interesting initiatives launched by the tenants themselves, and I don’t think there is any other commercial facility that implements this starting before the opening.

Ms. Koshiba: Even before the opening, tenants had already proactively gathered to hold an event called “Harakado no Kadode” (Harakado’s Departure) twice. While it was essentially a social gathering, these events were held to boost excitement for Harakado. The participation rate was very high, and I think the fact that these initiatives started naturally without the developer’s intervention is a unique appeal that hasn’t been seen before.

Ms. Oda: Precisely because it is an unprecedented facility, there are many people involved. Interesting initiatives start happening spontaneously within that group, and each individual’s passion is very strong. Balancing the communication of the stakeholders’ thoughts and initiatives within the facility’s own communication strategy, while also aligning it with the strategy of the Greater Shibuya Area redevelopment project, was quite a challenge at first because the facility is so unique.

ーーWhat were the points you were particular about when seeking media exposure?

Ishizone: The SR team (Social Relations Bureau) for this project consists of members who have been working together since last May on Forestgate Daikanyama and Shibuya Sakura Stage. We had a solid team that understood the development intent of the Greater Shibuya Area and how to communicate Harakado within that context. Therefore, even for projects that seemed likely to focus only on restaurant tenants, we were able to consistently challenge ourselves to incorporate the concept and appeal of Harakado itself while meeting the media’s needs.

Ms. Oda: While I understand that the media has things they want to convey, I felt strongly that SUNNY SIDE UP worked very hard to negotiate what we wanted to say or to come up with new ideas that could compromise both. Of course, we would tell them “we want this kind of exposure” and they would respond accordingly, but this time they handled things even without us saying so, and I discovered new ways of being featured. I have great trust in SUNNY SIDE UP (laughs).

Ishizone: Thank you (laughs). The opening of a commercial facility always becomes news in itself. We didn’t want to end with just straight news like “Harakado opened today,” so we coordinated with the media many times regarding the various elements of Harakado that customers could enjoy. Since Harakado is a facility with many different elements, I believe we were able to make proposals tailored to each media outlet and deliver messages suited to their readers.

Ms. Oda: Otherwise, it might have just ended as “a commercial facility with a public bathhouse.” I was grateful that they worked with the underlying theme that it shouldn’t just be that.

Terui: Media people also initially come with interest from the entry point of “a commercial facility with a public bathhouse,” but when we properly explained that it is actually this kind of facility with these specific points and had them see it during the press preview, they were genuinely interested.

Ishizone: As a result, it was introduced on more than 50 programs during the opening period alone. There were many programs like “Gaia no Yoake,” “King’s Brunch,” “Sustaina!,” and “Hirunandesu!” where the segments were long and provided in-depth introductions. On “Brunch” and “Hirunandesu!,” we were featured multiple times by changing the angle and the tenants being interviewed. I believe this exposure was possible because of the many elements of Harakado and the SR team’s flexibility in turning those elements into program segments and proposals. The SR team’s love for Harakado was so strong that they even provided materials including trivia for each floor to the help team assisting with the press preview. Even if the core members couldn’t respond, we could provide the media with the same level of information, and I think that coordination led to the repeated media exposure.

Terui: While a high number of interview requests was expected, the long airtime and the fact that we were featured multiple times was a great result.

Ms. Koshiba: I think the fact that tenants proactively held events and the sheer number of initiatives—which were not seen in previous facilities—became various elements that conveyed the essence of Harakado and were effective in the messaging that communicated Harakado’s appeal. I believe the result was achieved because the things we all worked hard to create became angles that were attractive to the programs.

▼ Click here to see the scene from the press preview day
A place for creating and experiencing new culture—the new Harajuku landmark “Harakado” is now open! Here is a look at the press preview 📸

ーーWhat has been the response since the opening of Harakado?

Ms. Koshiba: Although it has just opened, the fact that many people are already returning is a point we can evaluate positively. Since Harakado also aims to be a community hub, the words of praise from local residents make me very happy. New facilities need to blend in with the city, and I was most relieved to receive real comments like “Thank you for including a public bathhouse” and “I’m happy a facility where I can complete my daily life has been built.”

That said, as Harakado moves from its opening into its steady-state phase, we are in a phase of continued excitement. We intend to continue making improvements while incorporating feedback from tenants to make it an even better facility.

Ms. Oda: Regarding internal feedback, because there were many new initiatives, I think it was difficult to fully convey the image to everyone in the company through meetings alone before Harakado opened. However, seeing the expressions of the visitors who actually came after the opening, as well as the media coverage and how it was shared on social media, I feel the value of this project was communicated. I believe it is the power of PR that the message was firmly delivered to the world and we are receiving that reaction, and I feel this challenge is being evaluated positively from many directions.

Terui: A member of SUNNY SIDE UP was apparently told by family living in a rural area, “I heard a new facility called Harakado opened, I want to go.” I realized that the information is reaching all sorts of people (laughs). While Tokyu Land Corporation, the tenants, and the SUNNY SIDE UP team each have their own thoughts and branding, I think it was great that we were able to work as one team to convey the excitement of Harakado.

Stay tuned for the further excitement of Harakado

ーーHow was the experience of working with SUNNY SIDE UP?

Ms. Oda: By having the team at SUNNY SIDE UP work with us from the message-creation stage for Harakado, I believe we were able to create messages that included a media perspective. Thanks to that, we were able to deliver messages to users strategically and improve the quality of each instance of exposure. I believe that achieving this much media exposure was undoubtedly possible only because of the team at SUNNY SIDE UP.

Ms. Koshiba: I thought it was wonderful how they were able to pick up on things we hadn’t even put into words. With the people at SUNNY SIDE UP, there was a sense of being one team, as if we built Harakado together.

ーーFinally, please tell us about the future prospects for Harakado.

Ms. Koshiba: In the future, we plan to hold “Warakado Day,” where events are held based on specific themes, and collaborations between tenants are also being born, so please look forward to it!

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Harakado, Harajuku’s new hub for cultural expression where you can enjoy new value and experiences. Whether you haven’t been there yet or have already visited once, don’t you feel like going now?

With various measures being implemented and events being planned by each tenant, you are sure to find something new every time you go. SUNNY SIDE UP will continue to boost the excitement of the entire area!

Please click here to see articles on other projects handled by SUNNY SIDE UP.