Fun for children and adults alike! We invite you to explore the world of “Design Ah! Exhibition neo,” a showcase filled with surprising mechanisms that will make you go “Ah!”

Hello, everyone!
I am Mafuyu Kamijo from the Social Relations Department, Division 1 at SUNNY SIDE UP.

As the sweltering heat continues day after day and heatstroke alerts are frequently issued, many of you may find yourselves reluctant to venture outdoors.

At times like these, why not spend some time in a cool indoor environment nurturing a rich design mindset?

As the PR representative for this exhibition, I would like to introduce “Design Ah! Exhibition neo,” an indoor exhibition directly connected to Toranomon Hills Station that can be enjoyed even on the hottest days!

What is “Design Ah! Exhibition neo”?

“Design Ah! Exhibition neo” is currently being held at “TOKYO NODE,” an information dissemination hub located on the 45th floor of the Toranomon Hills Station Tower.

This exhibition expands the concept of the NHK E-tele program “Design Ah! neo” into an experiential space.

Following a tour of six museums across Japan, including the National Museum of Emerging Science and Innovation (Miraikan) four years ago, this third iteration has returned with a new theme and even more power.

Particularly since there are no plans for a domestic tour this time, this exhibition features the longest run in its history, lasting approximately five months. A special, limited-time art experience that can only be seen at TOKYO NODE awaits you.

The theme for this exhibition is “Verbs.” It features 35 works that re-examine everyday actions people take for granted—such as walking, eating, and holding—from a design perspective.

Each work is not just for “looking”; visitors can enjoy design from their own unique perspective by observing, contemplating, and experiencing the art through physical movement.

Advance Preview Conducted by SUNNY SIDE UP

On April 17, 2025, SUNNY SIDE UP held an advance preview for media and influencers to unveil “Design Ah! Exhibition neo.”

Based on the recognition and appeal of the “Design Ah! neo” content itself, we focused on the number of attendees for the preview and ensured thorough information dissemination to a wide range of media outlets.

As a result, more than 150 people from a broad spectrum of genres—including design and art media, parenting and lifestyle magazines, and travel websites—covered the event, creating a significant buzz at the time of opening.

Now, approximately three months since the opening, the exhibition continues to attract attention from various sectors, with over 700 features across television, magazines, newspapers, and the web, as well as numerous social media posts and visits from celebrities with children.

Now, let’s take a look at some of the featured works!

Official goods exclusive to “Design Ah! Exhibition neo”

Led by General Director Taku Satoh and composed of core members who have been involved in the program’s production for many years, this exhibition features “works seriously conceived by adults” from a prestigious lineup of creators.

TOKYO NODE GALLERY is located 220 meters above ground, exhibiting numerous artworks across a massive scale of approximately 1,500 square meters.

From here, I will introduce three popular and recommended works carefully selected by me, the PR representative!

“Walking Log”

Visitors enter one of six booths of their choice and strike a designated pose following the screen and the marks on the floor in each booth.

After the shutter sounds and you exit the booth, a single “walking” sequence created by six people is displayed on a large overhead monitor. It looks exactly like a flipbook!

“Throwing”

Visitors throw trash toward a trash can installed high on the ceiling, defying gravity.

This is an experiential work that re-examines the action of “throwing away,” and it is extremely popular with children every day.

It looks simple but is surprisingly difficult; even I, who haven’t quite mastered the knack yet, have only succeeded once!

“Disassemble and Assemble!”

In an exhibition room surrounded by 360-degree screens, visitors can enjoy six video works.

My top recommendation is this stop-motion animation where familiar objects—such as the seeds on the surface of a strawberry, the rubber grips on work gloves, and styrofoam—repeatedly “disassemble” and “assemble.”

I saw the behind-the-scenes production in a making-of video, and it seems the creators filmed each cut while finely adjusting every single piece. Watching “Disassemble and Assemble!” with that effort in mind is truly breathtaking!

To convey the passion behind this exhibition, we conducted numerous interviews with the creators, resulting in many features in art magazines, children’s newspapers, and parenting magazines.

These interview articles describe the thoughts surrounding “Design Ah! Exhibition neo,” including the background leading up to this event and the messages embedded in the exhibition, so please be sure to check them out!

The entire Toranomon Hills area is overflowing with “Ah!”

Even after leaving the exhibition room, you can continue to enjoy the world of “Design Ah! Exhibition neo”!

Official merchandise exclusive to the Design Ah! Exhibition neo

We are selling over 60 types of unique items related to “Design Ah! Exhibition neo,” such as socks and teacups.

Additionally, the limited-edition T-shirts that were sold at the past two exhibitions are available in two sizes for children and adults. We see many repeat visitors arriving in T-shirts from previous exhibitions, as well as children leaving while immersed in the afterglow of the event, wearing the limited-edition T-shirts they just bought.

Limited-edition menu for “Design Ah! Exhibition neo”

Restaurants within Toranomon Hills Station Tower are offering limited-edition menu items in limited quantities to commemorate the holding of “Design Ah! Exhibition neo.”

My recommendation is the “Stack, Sandwich, and Eat Burger” available at TOKYO NODE CAFE.

Stack the vegetables, sandwich the patty, and eat. By completing the hamburger yourself, you can rediscover the “actions” hidden in the meals we usually eat without a second thought.

Furthermore, a variety of “fun to look at and delicious to eat” menu items related to the exhibited works are being offered.

In addition, “Ah!” is hidden throughout Toranomon Hills.Please come and find the “Ah!” hidden within the facility.

Conclusion

How was it?

Taku Satoh, General Director of “Design Ah! Exhibition neo,” says, “Everything in daily life is designed with consideration for others.”

Our lives are indeed designed through the “consideration” of all kinds of people!

In the coming hot season, especially from summer vacation through the Silver Week holidays, why not visit TOKYO NODE, directly connected to Toranomon Hills Station, as an indoor destination in Tokyo? A design experience that can only be felt now awaits you!

SUNNY SIDE UP handles PR communication for various products and services, including art events.

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