#Japan #Shibuya #CH Holdings #Experience Design #S5 Studios

A New Era in Spatial Experience Design

In a groundbreaking partnership, CH Holdings, based in Shibuya, Tokyo, has announced the formation of a collaboration team with the creative studio S5 Studios, led by renowned art director Shogo Tabuchi. This initiative aims to redefine spatial experiences by blending digital and physical elements seamlessly.

The Vision Behind the Collaboration Team

The collaboration team leverages the expertise of Shogo Tabuchi in spatial design and digital expression. By integrating the diverse specializations of the CH Holdings group—namely, RECO, CHAMELEON, まんなか (Mannaka), and massive—the team endeavors to create unprecedented “experience-driven spaces.” The rise of digital signage, installations, generative AI, and audio-visual expressions has diversified methods of spatial presentation significantly. However, challenges remain, such as having strong technology without a cohesive conceptual framework or innovative ideas that struggle to be fully realized and implemented.

In response, CH Holdings is merging Tabuchi's visionary approach with the group's high implementation capabilities. This collaboration seeks to foster new spatial values for brands, urban environments, commercial facilities, and cultural institutions, adapting to the evolving demands of experiential design.

About S5 Studios and its Role

S5 Studios specializes in designing experiences that traverse both digital and physical realms. They have collaborated with numerous brands and companies on cutting-edge projects. In this collaboration, S5 Studios will focus on developing the “visual concept” at the core of each experience, ensuring it resonates emotionally with the audience. Their accolades include winning the prestigious Webby Award for Excellence in 2025, along with ongoing contributions to design literature and commentary.

Contributions from CH Holdings

• - RECO: This entity focuses on spatial presentation and execution, boasting extensive experience in setting up commercial spaces and events. They play a critical role in turning Tabuchi's innovative ideas into tangible realities.
• - massive: Responsible for high-quality visual content, including video and commercial filmmaking, massive works to elevate the standard of visual storytelling within spatial experiences, ensuring consistency and quality across all touchpoints.
• - CHAMELEON: Tasked with creating unique installations that incorporate artistic elements and design flexibility, they bring the team’s visions into three-dimensional reality.
• - まんなか (Mannaka): Utilizing generative AI, this unit specializes in rapid prototyping, content creation, and visual design, providing quick validation and visualization of Tabuchi's conceptual ideas.

Areas of Focus

The team will explore various domains, including:

• - Interactive installations within commercial facilities.
• - Exhibitions that transform brand narratives into immersive experiences.
• - Visual designs that enhance urban mobility and interaction.
• - Innovative advertising strategies combining generative AI, spatial design, and sound.
• - Pop-up designs merging art and technology.

Insights from the Founders

Shogo Tabuchi, Art Director at S5 Studios

Tabuchi expresses a desire to reshape spaces into environments where emotions and experiences flourish beyond mere information. He believes that by collaborating with CH Holdings, they can drive concepts, design, and engineering forward, setting new standards for experiential design.

Atsushi Wada, CEO of CH Holdings

Wada underscores that the advancement of generative AI is transforming expression modalities, emphasizing the importance of physical experiences. He envisions blending digital and real-world expressions alongside Tabuchi to create innovative and impactful experiences that will meet the demands of the next era of creativity.

The Road Ahead

Starting in January 2025, this collaboration will intensify, rolling out prototype development, joint research, and projects in commercial facilities. The initiative aims to foster partnerships with brands, businesses, and local governments, crafting the standards for future spatial experiences.

About S5 Studios

S5 Studios operates on the philosophy of establishing brand worlds built around experiences, transcending across web, spatial design, video, and installations. They have successfully bridged physical and digital realms across multiple industries, including IT, mobility, consumer goods, and entertainment, executing significant projects that redefine creative boundaries.

About CH Holdings

CH Holdings is a creative group that spans various fields, including video, spatial design, web, and event production, offering comprehensive services in advertising, branding, and content creation. In 2023, they partnered with Hibino Inc. to further strengthen their capabilities and expand their reach.