The Colour Bath at Tokyo’s Shinjuku Station

The key design challenge was to create a greater sense of comfort and spaciousness within the narrow confines of the existing tunnel. Information and wayfinding were also important design considerations. The hallway had become a patchwork of messaging and visual noise that further congested the crowded environment. Our approach was to create a cohesive canvas where all forms of content could coexist. Instead of a non-descript hallway for ticket holders, the plan was to confer landmark status through its transformation into a free passageway and turn it into a symbolic meeting point.

With a revitalization project underway and plans to open the ticketed passageway to the public, East Japan Railway Company seized the opportunity to enlist our team to develop a flagship multimedia installation. As JR-East’s first multimedia project, the goal of the design solution was to enhance the passenger journey and lower stress by creating a soothing environment. “We wanted to create value in the form of giving people a sense of warmth and calm,” says Minori Osawa, Lifestyle Division Director, JR-East.

We were tasked with creating a multimedia infrastructure that would inspire wonder, calm, and continuous flow and at the same time support JR-East’s communication and business objectives. Drawing from our expertise in optimizing high-volume transportation hubs that prioritize passenger experience, our teams worked closely with JR-East and other stakeholders to provide technical design support and creative services throughout the process.

An integrated system architecture and templates were designed to create a unified experience and allow for emergency communications and branded takeover moments. To keep the entire experience seamless, transitions were designed to allow all content activations to play back to back.

No design or colour choice was random. Each decision was informed by a deep appreciation for cultural significance and insight from JR-East. Even the tones of the Shinjuku sky were carefully calibrated to breathe more air into the space. The biggest of its kind in Japan, the 45-meter LED screen spans nearly half the length of the thoroughfare. Across the hall, lightboxes wrap columns with liquid-crystal displays that glow in soft hues and create the illusion of depth. Seamlessly integrated lighting heightens the ceiling, while an ambient soundscape creates an acoustic bubble.

A central but understated achievement of the solution is the appearance of ease it brings to the high-traffic environment. Each feature was designed to reward attention without demanding it. Everything down to the speed of visuals unfolding across the screen was optimized to facilitate smooth circulation. “Because of the many passengers, this space requires that people ‘feel’ the environmental content around them as they pass through, rather than stopping to look at it. We designed the installation for this need.” explains the Studio Creative Director.

The unveiling of The Colour Bath in spring 2021, was met with glowing praise from JR-East, station officials, and the general public. “Every day, I see numerous customers posting about on social media networks,” says Shinjuku Station Master, Hidehiko Moriyama. “I believe it is going to become a landmark of Shinjuku.”

Design Team

Moment Factory

Collaborators

TANSEISHA Co., Ltd., JR East Media Co., Ltd., Panasonic Corporation (physical and digital fabrication)

Photo Credits

Moment Factory

Open Date

May 2021