Global: Nissan to unveil experience centre in Tokyo

Nissan Crossing, a venue dedicated to showcasing the Nissan brand, will open to the public in Tokyo's prestigious Ginza district on 24 September.

Nissan: brand experience centre to launch in Tokyo
Nissan: brand experience centre to launch in Tokyo

The new facility has been built on the site of the former Nissan Gallery, a popular local landmark that served as a point of contact between Nissan and the general public from 1963 to 2014. Reborn as Nissan Crossing, the venue will offer visitors from around the world a chance to learn about Intelligent Mobility, Nissan’s vision for the future of the relationship between cars and people.

Guests will be able to have hands-on experiences with new, upcoming and concept vehicles, and take part in driving simulations. The venue will feature large, informative touch-screen displays, with a centre stage for presentations. Additionally, visitors will be able to relax in a café, or shop in an on-site boutique.

Nissan Crossing’s interior design uses spirals as a predominant motif, symbolically expressing the sensations and experiences of customers as they journey from the past through the present and into the future.

The unique spiral-based design changes colors depending on the season, time of day, or ongoing special events. This means the space itself is constantly evolving. Nissan Crossing’s complex construction was made possible by applying the latest digital processes used in automotive design.

Nissan Crossing’s Virtual Façade—an innovative exterior display composed of LED lights embedded in glass surfaces along the second floor of the building—will stand out when viewed from the street. In addition, the façade’s lights will change color organically, lighting up the streets of Ginza.

Nissan devised several football-themed activations this year, including partnering with UK uni for a football excitement index and creating an experience for UEFA Champions League fans.  

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