#Japan #Tokyo #XR Technology #Maze Department Store #JFR Group

Introduction to 'Maze Department Store'

The innovative XR horror attraction, 'Maze Department Store - The Infinite Labyrinth of Unending Memories', created jointly by Daimaru Matsuzakaya Department Store, Yami Co, a leading horror creative company, and the Japan XR Center, is gaining momentum after its successful debut at the Daimaru Tokyo store. On September 5, 2026, the attraction will branch out to the Japan XR Center's gaming spaces in Nakano Broadway and Fukuoka, following enthusiastic feedback from over 6,000 participants during its initial run.

Daimaru Matsuzakaya aims to take this attraction further, setting up a special XR zone called 'XR GATE' at the Matsuzakaya Shizuoka store from October 3 to November 30, 2026. This zone will feature three XR attractions, offering diverse experiences for guests.

What is 'Maze Department Store'?

Designed as a free-roaming XR horror experience, participants will step into the shoes of a rookie night security guard who inadvertently gets trapped in a seemingly endless department store maze. Using a head-mounted display, players will navigate through not only the real environment but also an alternate world layered over it. Their mission is to escape the labyrinth by relying on a flashlight and confronting various eerie scenarios along the way.

The attraction successfully captures an immersive storytelling essence, allowing players to walk through and interact within the horror narrative, heightening the tension and thrill unique to the horror genre. This setup does not rely on elaborate stage designs or constructions, but can effectively utilize existing spaces, making it feasible for many commercial venues.

Expanding to Nakano and Fukuoka

The earlier occurrence at Daimaru Tokyo showcased how the ordinary department store transforms into a thrilling alternate universe post-closing hours, captivating guests. As a result, 'Maze Department Store' will now be made available at Nakano and Fukuoka locations, starting September 5, 2026. The 'walking horror' experience that captured the attention of many at Tokyo is gearing up to offer the same chilling encounters in these new locations.

Participants can enjoy a 10-minute experience for a total of 20 minutes, priced between 2,500 yen (about $23) to 4,500 yen (about $42) depending on included merchandise.

The 'XR GATE' Experience

When the 'XR GATE at Matsuzakaya Shizuoka' opens, it will connect the everyday department store setting to extraordinary narratives, creating a unique adventure for visitors. The XR zone will not only feature 'Maze Department Store' but also other attractions like 'BLUE>>BLACK' and 'Space Donuts', thanks to a collaboration with STYLY Co. These varied themes from horror to deep-sea exploration and space create a rich environment suitable for families, friends, couples, and tourists.

Admission will be priced affordably, enabling guests to experience multiple attractions. For instance, prices will start at 2,000 yen (about $19) per experience, with discounted packages for trying multiple attractions.

Committed to External Expansion

Daimaru Matsuzakaya is investing in this new entertainment venture by planning to expand 'Maze Department Store' and other XR attractions beyond their own chain and into various commercial spaces, leisure venues, and events across Japan. The flexibility of XR attractions allows them to adapt to differing commercial needs without requiring extensive setup, thereby enhancing visitor engagement and boosting revenue opportunities.

Collaborating with Industry Leaders

Yami Co, the mastermind behind the horror narratives, brings its expertise in crafting compelling horror experiences. In tandem, Japan XR Center facilitates the development and deployment of these innovative XR attractions. Their collaboration aims not only to recreate retail spaces but also to provide an avenue for immersive storytelling experiences in a new format.

Future Prospects

Moving forward, the integration of physical retail spaces with XR technology and narrative-driven content aims to redefine the visitor experience. With a strong emphasis on creating engaging, immersive experiences, Daimaru Matsuzakaya seeks to usher in a new era of entertainment for retail while also welcoming inquiries from operators interested in collaboration within shopping centers, theme parks, and event venues.

For those interested in exploring these exciting XR offerings and expanding their entertainment portfolios, contact details are provided for further inquiries.