It’s the regulars’ anniversary.

Overview
Tama Plaza Terrace, Tokyu’s shopping complex, turned fifteen. We created a symbol and a statement to celebrate the years behind it and the years ahead.

Question
What should a shopping center celebrate on its birthday?

Challenge
Few anniversary logos are memorable. Most are about the number. But a place is made by the people who spend time in it, and that kind of comfort takes years. We wanted the town to feel the celebration was theirs, not something announced at them.

Approach
The answer was already in how the place runs. Through Shop Holidays (おみせの休日), a system we had named and communicated for them, each store sets its own days off, which makes life better for the people who work there. Care for everyone on site, not just customers. That became the concept: celebrate people’s everyday lives.

The symbol stands for the workers, neighbors and visitors who shaped the last fifteen years, and puts each of them at the center. It changes expression depending on where it appears. The line いっしょに、てらす plays on “terrace” and terasu, “to shine on”: a place to rest, and a light we share.

Outcome
An anniversary about the regulars, not the real estate.