#Japan XR Center #Daikanyama #Endless Department

From Haunted Store to Nationwide Attraction

The excitement at Daikanyama's event space reached a fever pitch as approximately 6,000 visitors plunged into the thrilling XR horror experience called 'The Endless Department Store.' This unique, free-roaming attraction, developed by Japan XR Center in collaboration with Daimaru Matsuzakaya and the horror creative company Yami, successfully ran from July 16 to August 11, 2026, showcasing the potential of redeveloping commercial spaces into captivating entertainment venues.

Japan XR Center, headquartered in Nakano, Tokyo, is pioneering the concept of utilizing existing physical spaces, transforming ordinary locations into extraordinary immersive experiences. Guests don headsets that allow them to explore a horrifying alternate reality within what would otherwise be a standard exhibition space. This innovative approach negates the need for bulky physical sets, thereby reducing setup costs and time for venue operators while enhancing the entertainment experience for attendees.

A Walking Horror Experience

Participants plunged into their roles as rookie night watchmen, traversing the dark corridors of a haunted department store. The excitement was palpable, as visitors weren't just passive observers; they actively stepped through the XR environment, experiencing terror in an intensely personal manner. Instead of merely watching horror unfold, they became part of it—engaging physically and emotionally with the immersive storyline. The combination of physical movement and VR technology created an unforgettable