Hello, everyone! Miyanaga from GP here. 

Today, I’ll introduce a brand-new urban experience that emerged in Shinagawa-Kōnan at the end of last year. How exactly did this next-generation city manage to combine creativity and technology?

Today, we’ll be taking a closer look at “KŌNAN XR – Touch the City,” an unprecedented initiative blending entertainment with cutting-edge technology.

Showcasing the unique charm of Shinagawa-Kōnan

The “Shinagawa-Kōnan 2050 Project” aims to maximize the appeal and value of the area while addressing local challenges. As part of this project, NTT Urban Solutions and NTT QONOQ have jointly organized “KŌNAN XR – Touch the City,” an XR event utilizing 3DCG technology.

Following its highly successful first edition, this much-anticipated second installment took place in December, 2024 and will also be taking place in March, 2025. If you missed the December event, there’s no need to worry—the March event is your chance to experience it!

A fusion of creativity and technology: XR content scattered throughout the city

Now, you might be wondering: What exactly is “KŌNAN XR – Touch the City,” and what kind of event is it?

“KŌNAN XR” is an event that integrates XR technology into the urban landscape, offering a unique mix of real-world exploration and digital immersion. By placing XR content throughout the city, it creates an innovative entertainment experience where physical and virtual elements come together. Participants simply have to download the dedicated event app onto their smartphones. Using said app, they can enjoy a variety of XR content at different locations, turning an exploration of the city into a groundbreaking entertainment experience.

Last year’s event featured XR-enhanced illuminations integrated into the Shinagawa Season Terrace, attracting large crowds and revealing new aspects of Shinagawa’s charm. This year, the event will expand with collaborations from multiple creators, utilizing 3DCG technology to create an even more immersive and fantastical city experience.

The ultimate goal is to revitalize Shinagawa-Kōnan, turning it into a hub for creativity and new possibilities. This event is designed to bring innovation and excitement to the area, fostering a new space for artistic and technological advancements.

The December & March events: “KŌNAN XR – Touch the City”

This event, held in December, 2024, and soon-to-be-held in March, 2025, transforms ordinary cityscapes into entertainment spaces. 

[December event] “XR Illumination: Water Spirits and the Journey of Light”

A virtual image of Shinagawa-Kōnan’s cityscape being enhanced with XR technology

The word “Touch” in the event’s title (Touch the City) has two meanings. It signifies “touching the heart,” creating emotional and immersive experiences, while also representing “a first encounter that begins with touch,” encouraging interactive engagement.

In the December event, the office buildings, public squares, and waterfront areas in Shinagawa-Kōnan served as the stage for the experience. Collaboration creator RED used three-dimensional spatial design and innovative storytelling to connect each location into a dramatic and cohesive experience. Office buildings, squares, and waterfronts that are familiar in daily life were transformed into radiant spaces filled with light, offering a completely new and mesmerizing urban landscape. That was the charm of the December edition of “KŌNAN XR – Touch the City.”

Participants could download the dedicated app onto their smartphones to explore a variety of site-specific XR content.

The collaboration creator for this event was RED, a creative studio with offices in Shanghai, Tokyo, and India. With an impressive portfolio that includes  visual effects for the Tokyo Paralympics Opening Ceremony, immersive spatial designs in indoor venues, and projection mapping on large-scale buildings, RED is known for pushing the boundaries of traditional media and creating unparalleled artistic experiences.

Illumination spots
A THE CAMPUS
B Shinagawa Season Terrace Grand Staircase
C Shinagawa Season Terrace Event Plaza

XR experience spots
① Shinagawa Station Kōnan Exit
② NTT Shinagawa Twins Front Plaza
③ THE CAMPUS
④ THE CAMPUS to Shinagawa Season Terrace
⑤ Shinagawa Season Terrace Grand Staircase
⑥ Shinagawa Season Terrace Event Plaza
⑦ Takahama Canal

[March event] Transforming the entire city into a creator’s playground!

The March, 2025, edition of “KŌNAN XR – Touch the City” will take things to the next level. In addition to RED, even more creators and artists from Japan and abroad will be joining the event. The concept for March is “the entire city as an XR playground,” promising an expanded array of diverse and exciting interactive content.

Participants will explore different city spots, experiencing unique XR works created by various creators at each location. As part of a special feature, attendees will have the opportunity to use NTT QONOQ’s “MiRZA” XR glasses, which launched in October 2024. These cutting-edge glasses will allow visitors to interact with the XR environment in real-time, making it possible for participants to experience the event not just as observers but as creators themselves.

More details about the March event will be announced as additional information becomes available. We will keep you updated, so stay tuned for more exciting news. That’s all for now, see you again!