Conceived as a physical manifestation of KDDI’s commitment to imagining a more creative future, GINZA 456 created by KDDI is an innovative flagship shop that showcases the telecommunication giant’s advances in 5G and cutting-edge technology. Consisting of an immersive “lifestyle” space and a full-service sales floor, the concept shop allows visitors to experience the latest technological advances and highest-caliber customer service in the heart of Ginza. Nestled amongst the many opulent storefronts that dot the Ginza promenade, the building’s narrow footprint posed a unique design challenge: how to maximize the façade’s limited surface area to achieve an even greater presence and impact than the property’s luxury-brand neighbors. Although lacking in frontal surface area, the long and narrow building has depth. The design thus leverages this length, seamlessly integrating the façade and interior to create the impression of a larger, continuous space. The street-facing façade, open atrium, ceilings, and floors were all blanketed in LEDs to create a dynamic environment blending digital image and physical experience. This immersive display functions as an immersive lens into KDDI’s brand and seasonal content that compellingly presents visitors and passersby with the carrier’s messaging and experience. The synced walls become a uniquely contoured projection surface, incorporated into the design as an integral element on par with the materiality, spatiality, and displayed content itself. Imaginatively blending image, space, and experience, GINZA 456 created by KDDI signals the arrival of a more creative approach to future façade design and branding, here right now in Tokyo. (Ryusuke Nanki )