Nissan Crossing

Nissan Crossing

The excitement of driving has been brought back to the streets of Tokyo with the opening of the Nissan Crossing in Ginza. Designed by Eight Inc., the space embodies the aerodynamic qualities of automobiles with sweeping lines and dynamic, continuous forms. Illuminated ribbon-like elements spatially define the exhibition areas overhead and merge with the walls and floors to create a cohesive environment.

Nissan Crossing takes its place among the Iconic architectural destinations in Ginza. The design delivers an immersive experience unlike any other. Focused on innovation that excites. The two level space focuses on the primary ways to transform actions into stimulation and sensation. It's where you can experience the relationship to Nissan and the effect of Nissan's creativity. Where visitors feel the strongest and most meaningful emotions that Nissan can deliver.

The ideas being offered bring a new level of engagement to see and feel Nissan. Transformational and emotional. Features that capture the exhilaration of the newest ideas and products that Nissan brings to the world. The arrival is a continuous revolving deck animating the entire corner of the Ginza Crossing. Meant to provide the visitor with an exhilaration and participation around the continuously moving centerpiece of Ginza.

Nissan Crossing embodies the aerodynamic qualities of automobiles with sweeping lines and dynamic, continuous forms. Illuminated ribbon-like elements spatially define the exhibition areas overhead and merge with the walls and floors to create a cohesive environment.

Synchronized LED mesh screens at the ground floor turntable and along the entire length of the 2nd floor facade give passers-by an immersive view from the driver's seat. Once inside, visitors are greeted by Nissan's staff and inducted into a digital and sensory experience within the two-storey showcase of leading-edge automotive technologies.

Each exhibit is seamless with the physical design of the interiors to enhance the visitor experience. A non-linear exhibition design encourages visitors to take a self-directed tour based on their own interests, informed by an accompanying app they can download onto their personal mobile device.

The ground floor includes a turntable, the main stage area for two vehicles, the curving Concierge desk and theater. An integrated lift above the main stage allows for vehicles to be exhibited on the second floor without compromising on space. Visitors use the adjacent escalators and elevators to move between floors. Architecturally, the circulation and exhibition spaces are continuous when the EXPCenter is open to increase the sense of expansiveness of the overall exhibition spaces.

Upstairs, the exhibits continue with a timeline of Nissan's design history, a stage for sustainable technology vehicles and a second turntable. One final exhibit allows visitors to customize their own vehicle through an interactive touchscreen table and monitor. Visitors can take home a virtual version of their digital Nissan vehicle through the app. Nissan can also follow-up leads and track visitor interest in the exhibits through the app feedback loop and thus improve visitors experience. Social media connectivity adds another layer of richness and interactivity to the experience, broadening the reach of the EXPCenter.

A bespoke Nissan boutique and cafe make up the other half of the second floor. Product offerings are curated and collaboratively designed.

Photography: Nacasa & Partners Inc.