#Japan #Tokyo #Marunouchi Building #UD Escalator #UD Belt

UD Escalator Introduces the UD Belt in New Marunouchi Building

In a pioneering move towards enhancing safety in commercial spaces, UD Escalator Co., based in Tokyo's Minato ward, has implemented the UD Belt—a universal design advertising feature—on the escalator handrails at the Marunouchi Building, owned by Mitsubishi Estate Co. This initiative marks the first trial installation of such a feature in a major developer's property, aiming to achieve a balance between improved safety measures and increased revenue for facilities.

Innovative Approach to Preventing Accidents

The introduction of the UD Belt addresses a critical social issue: escalator accidents, which have been rising across Japan. UD Escalator is committed to promoting a sustainable and accessible design for escalators that focus on both accident prevention and facility profitability. The UD Belt works by using a specially designed surface on the escalator handrails that directs users' attention appropriately, helping them maintain their balance while using the escalator.

Research indicates that this innovative design can significantly reduce the occurrence of falls, establishing the handrails not just as mere equipment but as vital business assets. “We believe our feature transforms the perspective on escalator handrails; they are crucial for accident prevention in public spaces,” explained Masato Emoto, president of UD Escalator.

In Tokyo, an alarming 1,428 individuals are transported by ambulance each year following escalator accidents, which, when extrapolated, suggests around 12,500 incidents across the country. With the UD Belt, the goal is to tackle these statistics head-on.

How the UD Belt Works

The UD Belt encapsulates the entire escalator handrail with a specialized urethane sheet, merging design aesthetics with accident prevention functionalities. It strategically places attention-grabbing markers at regular intervals along the handrail, guiding users naturally to the front of the escalator.

A study conducted over six years at stations in the Kansai area revealed an impressive 78% reduction in fall incidents when these markers were in place. This feature allows users to gauge the escalator’s direction and speed more intuitively. Additionally, by raising users' eye levels, it significantly minimizes the chances of mishaps such as stepping the wrong way or tripping.

Advertising Value and Facility Enhancement

The UD Belt is being tested as part of an advertising initiative to further enhance the value of the Marunouchi Building. The design includes safety markers as well as advertisements for the newly renovated fourth-floor shops, which features eight new openings and six renovations, all crafted to maintain sophistication while embodying modernity.

Given the escalator's prominence in commercial settings, the design of the handrail integrates seamlessly into the overall atmosphere of the space. Through this initiative, UD Escalator aims to create a richer spatial experience, providing a creative advertising platform while prioritizing safety.

A First of Its Kind in Japan

The use of durable urethane sheets allows for bespoke designs, enabling advertisements to be displayed for periods of up to six months. With high visibility, escalators occupy substantial areas in facilities and dominate the user’s field of vision. Therefore, users are almost guaranteed to notice the handrail advertising.

The overall dimensions of the moving advertisement area—averaging 14m in height and 10cm in width—create a striking visual presence, akin to a huge moving banner, capturing attention without overwhelming the user experience.

Due to their inherent closeness to users, handrails represent a unique media opportunity, boasting high interaction rates that are unmatched elsewhere. With 70,683 escalators across Japan and over 500,000 worldwide, handrails are indeed one of the most visible yet overlooked advertising spaces.

By treating handrails as business assets and managing them effectively, UD Escalator aims to safely transport users while enhancing the facility’s ambiance and directly impacting sales for associated businesses. This groundbreaking initiative represents Japan's first case of its kind in a commercial facility, paving the way for similar implementations domestically and internationally.

Contact Information

For more details about this initiative or inquiries regarding advertising implementations, please reach out to:
UD Escalator Co., Ltd.
Contact: Yusaku Teramachi
E-mail: [email protected]
TEL: 080-3570-4850

Company Profile

President: Masato Emoto
Capital: 127.75 million yen
Location: 2-5-1 Atago, Minato, Tokyo, Mori Tower 24th Floor
Business Activities:

• - Research on universal design and barrier-free advertising features for escalator handrails
• - Planning, conceive, and selling advertising space for escalator handrails
• - Production and project management for escalator handrail advertising

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