What is the message from the ever-changing city of Shibuya? Behind the scenes of PR for Shibuya Scramble Square [Part 2]

Continuing from Part 1, we take a closer look behind the scenes of the PR for the large-scale complex “Shibuya Scramble Square.” Click here for Part 1.

— Were there any difficulties you faced while carrying out the PR activities?

Yamanaka:
The building itself was completed at the end of August 2019, with only two months left until the opening. It was only at that point that we were finally able to enter the facility. We struggled a lot with communicating information through press conferences and press releases about things we “hadn’t seen yet” until the building was finished.

Iwasaki:
From a personal perspective, I struggled because I had to manage the pre-opening media preview as the main lead. The staffing of our PR members for the preview was about 60 people. I was very happy that we were able to complete the preview with the cooperation of many members across different divisions and departments. On the other hand, it was difficult to give precise instructions to each PR member. The output of the media exposure changes depending on how the core members direct those PR members, so that was a point where I really had to use my head.

■ What can be broadcast to the world? Differentiation from other facilities was key

— In terms of the facility’s concept, what was the difference between it and previous development-related facilities around Shibuya Station?

Machida:
When considering the overall communication strategy, including PR, it was necessary to think about the target audience, and for Shibuya Scramble Square, that target range was extremely broad. Furthermore, while sending out a brand message as a “landmark existence = a new symbol of Shibuya,” a perspective different from previous facilities was required.

Yamanaka:
For example, Shibuya Hikarie, which opened in 2012, was branded as the “leading project for the development around Shibuya Station.” Within that context, we had to consider what kind of message we should send and to whom for Shibuya Scramble Square, which could be called the culmination of the Shibuya Station area development. We felt that our target for communication had to look beyond Tokyo to the world, so we needed to focus on the point: “What can we broadcast to the world?”

As part of that, we focused our efforts on the “SHIBUYA SKY” observation facility as a piece of content that could be easily communicated to the world.

Iwasaki:
In a sense, Shibuya Scramble Square is a facility where “there is no one who isn’t a target.” Since it was a facility where all generations could be considered the target, we struggled with the PR approach.

— Because it was such a large project, there were many challenges. What kind of results did you see among them?

Yamanaka:
Even now, a year after the opening, the exposure hasn’t stopped, and we are being interviewed by various media outlets. Although it is a bit further off in fiscal year 2027, Shibuya Scramble Square is also scheduled for the Phase II opening (Central and West Buildings), so we want to connect our current success to that as well.

■ The day a “fun commotion” was born from Shibuya, the city that keeps on changing

— When did you feel the “fun commotion” (Tanoshii Sawagi) firsthand?

Yamanaka:
First was when I saw the entrance line with a wait of about two hours on the opening day. Also, the fact that we have received support from various people, including stakeholders, which has led to continuous exposure and output. I was deeply moved on the opening day, but to be honest, I have a total blank in my memory for that specific time (laughs). Now that a year has passed since the opening, I am finally able to feel the joy of having opened.

Machida:
While we took on the challenge with the goal of becoming “Shibuya’s new landmark,” the facility appeared in content that everyone knows within a few months of opening, such as major year-end programs and music video shoots for national artists. There was a sense of accomplishment seeing the hard work of the entire team turn into actual scenery.

Of course, there were difficult times, but each meeting was truly enjoyable, serious, and positive, and we were able to overcome challenges with the unity of “let’s do this together.”

Iwasaki:
When I happened to see social media posts or media coverage about the facility during my private time, I was able to feel that “the world and people are moving because of the PR we handled,” and I was very happy. It was a moment when I felt glad I saw it through to the end.

We wouldn’t have been able to continue this far if it weren’t for this team. It made me realize once again the importance of “people.”

Machida:
I was also moved when news related to the facility was playing on the monitors inside the subway. I was happy to encounter the news as an ordinary citizen.

— Finally, what do you expect from the city of Shibuya? What kind of city do you want to make it?

Yamanaka:
In the future, when someone wants to send a message to the world, I would be happy if it becomes a city where they think of starting from “Shibuya” first. I think the “HELLO! NEW HALLOWEEN! SHIBUYA” initiative, which promoted “A Halloween where we don’t gather this year,” is a good example.

Machida:
For me, Shibuya is a city I’ve been familiar with since I was a child, but it is also a city that is constantly changing. Thinking about it that way, I might feel a sense of affinity for a “city that is always changing.” A place that is always evolving, where there are new discoveries, and where diverse people gather. I want it to continue being that kind of city.

Iwasaki:
I want it to be a “city that keeps changing forever.” I think that is what makes it Shibuya, and it’s something only Shibuya can do. I want to make Shibuya Scramble Square a facility that is “changing but hasn’t changed.”

■ After the interview

Actually, the author has been involved in PR for the stable operation period of “Shibuya Hikarie” since its opening in 2012.

When looking at a facility opening from a PR perspective, we often think “Opening = Goal,” but from the perspective of those on the facility side, “Opening = Start.” A facility is not completed at the moment the building is finished; rather, it is completed only when the people, things, and information that visit there come together.

Shibuya Scramble Square towers proudly over the city of Shibuya. Behind the success of its branding was the struggle of a PR team with a passionate vision and pride for the “Heart of SHIBUYA.”

The day when a new “fun commotion” is born from this city of Shibuya may not be so far away.