(From the left in the upper photo) Future Design Shibuya Director Deputy Secretary General Shinko Osada, Shibuya Ward Ken Hasebe, JAPAN CMO CLUB CMO Nozomi Kato (Salesforce.com Co., Ltd.), Sendenkaigi Co., Ltd. Director Media Management Monthly "Sendenkaigi" Editor-in-Chief Yu Taniguchi
Future Design Shibuya (hereinafter referred to as Future Design Shibuya) and JAPAN CMO CLUB (* 1) are based on the basic concept of Shibuya Ward, "To a city where you want to move your body unintentionally" and "Let's grow for the rest of your life." A social experiment "SHIBUYA MIYAGE LAB" will be held on June 3 (SHIBUYA MIYAGE LAB) in collaboration with the vision of "building a new model of" sustainable town development "through public-private partnership" in order to realize "to the city". Announced that it will start from (Monday).
As part of the WORK PARK PACK being developed in the public space "Shibuya River Street" along the Shibuya River, which is a newly reborn culture transmission base in Shibuya Ward, "SHIBUYA MIYAGE LAB" conducted a social experiment to make "new Shibuya souvenirs". increase.
This souvenir is defined as an "experience" unique to that place that is born from the collaboration between Shibuya and a private company, and creates a "new Shibuya souvenir" experience.
This project is part of a project to co-create the future of Shibuya with the power of marketing by multiplying the power of the Chief Marketing Officer (CMO) of a private company who is conscious of inter-company collaboration with the brand assets of JAPAN CMO CLUB. It will be deployed for the first time as.
The theme of the "new Shibuya souvenir" experience proposed by SHIBUYA MIYAGE LAB this time is sports and education. While traveling around the city of Shibuya by running, you can actually experience the charm of the city you did not know before and take it home as a souvenir, and experience content that enhances knowledge useful for personal life with the theme of Shibuya. We will carry out a plan to take it home as a souvenir that will be useful in the future.
Ken Hasebe, Mayor of Shibuya, who participated in the press conference
There is also a large park in Shibuya that advocates "to a city where you want to move your body unintentionally", and if you stretch your legs a little, you can reach the outer garden, and if you want to run further, you can reach the Imperial Palace, so running. It is a very good location to do.
It would be great if many people enjoy running and discover new attractions in the city and promote their health. "
Regarding public-private partnership efforts,
"Shibuya is a ward where various cultures were born from the streets, such as Takenoko-zoku when I was a kid, the DC brand boom of the 1980s, the subsequent Shibuya, American casual, Urahara and Kogal. The government is in a position to support the place where such a culture is born, and I would like to expect the power of private companies to enliven it. "
He talked about his expectations for this initiative with Shibuya as the field.
After the meeting, as the first experiment, about 30 runners including Ken Hasebe, Mayor of Shibuya, ran the model course of "SHIBUYA RUNNERS" developed by Runtrip (* 2).
Each of them experienced Shibuya, which they had never seen before, on a course that went around hidden places such as the places where the Toyoko Line used to pass and the Sarugakutsuka tumulus.
"SHIBUYA MIYAGE LAB" implementation outline
Date and time: June 3rd (Monday) to 16th (Sunday), 2019
Location: Shibuya River 2nd section
Organizer: Future Design Shibuya General Incorporated Association
Co-sponsored by: JAPAN CMO CLUB * (Sendenkaigi Co., Ltd., salesforce.com Co., Ltd.)
Sponsor: Tokyo Individualized Educational Institute Co., Ltd., FUJIFILM Corporation
Cooperation: I-ne Co., Ltd., Otsuka Pharmaceutical Co., Ltd., MAYA SYSTEM Inc., Noya Co., Ltd., Lion Co., Ltd., Sharp Co., Ltd., UniFirst Co., Ltd., Shibuya Ward Tourism Association, Runtrip Co., Ltd., Space Market Co., Ltd.
Special cooperation: Japan Association of Athletics Federations JAAF RunLink (above, in no particular order)
Container open time
June 3rd (Tuesday) -June 7th (Friday): 8:00 to 18:00
June 9th (Sun) -June 16th (Sun): 11: 00-18: 00
* However, it will be changed to the following at the time of running event
June 6th (Thursday), 13th (Thursday): 7:30 to 18:00
June 8th (Sat), 15th (Sat): 9:00 to 18:00
Deployment contents
"Sports" June 3rd (Monday) to 16th (Sunday)
How about thinking of Shibuya as a running course?
It is a plan to actually experience the charm of the city that you did not know before and take it home as a souvenir while traveling around the city of Shibuya by running.
We will discover the charm of the city together while having fun with the theme of "to a city that makes you want to move your body unintentionally", and also provide skin care information that you should be aware of for the summer.
Check out the SHIBUYA RUNNERS course at Runtrip !!
In cooperation with Runtrip and Space Market participating in Play Share Shibuya, we are aiming for continuous development by designing courses along the Shibuya River and linking with Lanste.
In this project, a 4-day running event will be held as SHIBUYA MIYAGE LAB supported by SHIBUYA RUNNERS.
This event is also supported as a big framework "Play! Run Shibuya" project to enjoy Shibuya by running, and we are thinking of promoting the big theme of running = enjoying in Shibuya.
At the same time, we will establish the official run community "SHIBUYA RUNNERS" (commonly known as Sibulan), which will be supported by this community.
Event name: SHIBUYA MIYAGE LAB supported by SHIBUYA RUNNERS
Schedule: June 6th (Thursday) 7:30, June 8th (Saturday) 9:00, June 13th (Thursday) 7:30, June 15th (Saturday) 9:00
Number of people: 1 to 15 people
Participation fee: Free
Application:https://runtrip.jp/user/58180?type=6#clist
overview:
Let's run around the morning in Shibuya with the theme of "to a city where you want to move your body unintentionally" and discover the charm of the city that you have never known before.
Starting from the colorful container spot "WORK PARK PACK" in the public space "Shibuya River Street" along the Shibuya River, which is a newly reborn culture transmission base in Shibuya Ward, you will slowly and happily run the course around Shibuya for about 5 km.
All participants will be provided with souvenirs such as T-shirts, skin care goods and drinks. In addition to the event, those who run this course between June 3rd and 16th will receive a souvenir in a container. (Limited quantity)
Course: All 4 courses https://runtrip.jp/user/58180
<< Education >> June 10th (Monday) to 16th (Sunday)
What if you look at Shibuya with the numbers used by working people?
Learn useful information for working people in Shibuya!
This is an educational experience project where you can learn and become aware of yourself as a member of society while discovering the newness of Shibuya.
How many kilometers do you connect all the roads in Shibuya? How many bridges are there in Shibuya Ward? From contents that are likened to Shibuya, to the future of Japanese education with an eye on 2020 and beyond, to the content that asks the world from Shibuya about a new turning point in education for the development of human resources that society needs in the future, it will be useful for working people as well. Expand the content.
Under the theme of "Making each growth a city where you can enjoy your life," this is an initiative to provide knowledge and increase interest in the fields of education and lifelong learning.
About Shibuya River
The Shibuya River exists near Shibuya Station as a valuable urban river with a view of the water surface, and its tributary river bone river is said to be the setting for the song "Spring Stream". In 2018, a new waterside space for people, "Shibuya River Street," was born along the Shibuya River through public-private partnership Shibuya redevelopment efforts. In the future, it is expected that local people, workers, learners, and visitors will all form the culture along the Shibuya River.
About the WORK PARK PACK project
This is a project that broadly captures the meaning of "WORK" and creates and discusses the possibilities of WORK openly not only with business people but also with everyone who lives and works here in Shibuya.
This is a social experiment that verifies ideas for utilizing "public space x WORK" in actual public spaces by utilizing PARK PACK (* 3), which is a tool that brings out the potential of public spaces.
Organizer: Future Design Shibuya General Incorporated Association
Co-sponsored by: ULTRA PUBLIC PROJECT (* 4)
Special cooperation: Tokyu Corporation / Shibuya Stream / Rhizomatiks Architecture / Shibuya Ward Tourism Association / Zebra Japan Co., Ltd., which operates Flying Tiger Copenhagen
Sponsor: Shibuya Ward
Location: 3-23 Shibuya, Shibuya-ku, Tokyo (2-1 section of Shibuya River)
Period: April 1, 2019 (Monday) -June 30, 2019 (Sunday)
(* 1) What is JAPAN CMO CLUB?
Based on the idea that marketing will drive the company and economy in the future, Sendenkaigi Co., Ltd. established "JAPAN CMO CLUB" in November 2014 with the cooperation of Salesforce.com Co., Ltd. This CLUB is an organization that supports people involved in the marketing of Japanese companies, products, and services, and disseminates their activities, results, and social roles both domestically and internationally. Through exchanges between member companies, we will create a place to think together about the meaning and significance of marketing in Japan and the work of marketers.
(* 2) What is Runtrip?
Run Trip Co., Ltd. makes running "cool" by popularizing the culture of "run trip" where runners travel in search of a good road, like "surf trip" where surfers travel in search of good waves. Our vision is to turn roads around the world into "local resources" by turning them into "activity".
(* 3) What is PARK PACK?
The mobile park "PARK PACK" wants you to create a "Mirai Park" from Tokyo Midtown, which hosts the design event "Tokyo Midtown DESIGN TOUCH 2018" (October 19th to November 4th, 2018). It was an offer and was conceived as the content of the event. With the various tools in the PARK PACK, the park can be transformed into a new future playground, live stage, museum, and more.
(* 4) What is ULTRA PUBLIC PROJECT?
A unit launched by members of three companies: Rhizomatiks Architecture, TYO, and Dentsu Live. From Tokyo Midtown DESIGN TOUCH 2018, Nikken Sekkei, Propeller and Company will be newly added. Under the banner of "We are the city.", We will consider and propose city planning from the perspective of various software centered on people, rather than developing hardware.
