Marunouchi Naka-dori Ave. Urban Terrace

Home to 4,000 companies and 240,000 workers, the Otemachi-Marunouchi-Yurakucho (OMY) district is one of Asia’s preeminent business hubs. Following the 2002 revitalization of the Marunouchi Building facing Tokyo Station, the area has undergone continuous, large-scale redevelopment.

Street to Urban Place

Marunouchi Naka-dori, the main boulevard running north to south through the district, was once lined primarily with banks and brokerage branches—becoming quiet and deserted once doors closed at 3:00 PM. Ongoing redevelopment transformed it into a vibrant, attractive street lined with popular shops, bustling with pedestrians on weekdays and weekends alike. Building on this momentum, a new initiative was launched: pedestrianizing the roadway and reclaiming it for people.

While pedestrian malls are common in retail and entertainment districts worldwide, dedicated pedestrianization in financial and office districts is rare. What role should the main street of such a business district play?

Transforming a "street" into a "place" fundamentally means introducing the warmth of everyday human life. We centered our thinking on the people who work here every day.

The newly developed towers offer state-of-the-art office spaces, highly comfortable infrastructure, and abundant retail options on lower floors. Every means has been designed to a sophisticated standard to fulfill its purpose. We looked for clues by asking: What can these buildings not provide to help people spend truly enriching time?

Research & Testing (Social Experiments)

Before launching the project full-scale, a pilot phase was held to test possibilities through real-world social experiments.

Drawing on the principles of tactical urbanism—an approach we experienced firsthand in Portland, Oregon—we explored concepts in an agile, hands-on way. In partnership with the Social Creative Class of Marunouchi Asadaigaku (Marunouchi Morning University), a local continuing-education platform for working professionals, we ran experiments using the street to spark new forms of community and connection.

Forty participants formed seven teams on a weekend in early December, tasked with "creating spaces on the street that foster human connection." Ideas ranged from putting greens and balloon art installations to kotatsu (heated tables) and a simple jump-rope station. While every setup was well-received by passersby, the jump rope drew the most enthusiastic crowd. Defying initial expectations, the simplest idea made the strongest impression.

What became clear was that street space could serve as an "open margin"—a flexible breathing room for the city. It opens up possibilities that private indoor spaces cannot accommodate, naturally drawing out people’s creativity and playfulness.

The overarching concept that emerged was the "Terrace." The one thing high-rise towers inherently lack is an open-air terrace directly connected to the elements. By re-imagining the street as an outdoor terrace for rest and refreshment, it can transform based on need and season: a breezy outdoor meeting room in pleasant weather, a relaxed open terrace for coffee breaks, or an expansive venue for street-wide events on weekends.

Urban Terrace

We named the initiative "Urban Terrace." The OMY district's distinctive appeal lies in its world-class, dynamic urban rhythm. Both local professionals and international visitors come seeking an elevated urban experience. Constantly creating spaces that look toward a better future while continuing to explore contemporary urbanism—this vision took shape through deep, iterative discussions with clients who bring decades of experience and dedication to the city’s development.

Verbal & Graphic Communication

Alongside physical touchpoints that guide the experience—such as food carts serving light refreshments, parasols mounted on cargo bikes, and chairs designed to spark a relaxed, festive mood—clear verbal and graphic communication was vital. We crafted an intuitive visual language suited for a world-class district that welcomes people from diverse cultures and backgrounds.