Creativity, and the threat of AI.
An AI built this site — an eight-figure job in yen, finished in a day. Still, the night does not flatter. On what stays with human sensibility, and what becomes visible from AI's shoulders.
Read moreDon't buy your audience with ads. Earn it with experiences people retell.
Advertising no longer moves people. Experience design that works backward from the short video is what brings them back to physical space. A ¥71-trillion leisure market, a ¥612.1-billion live market — the numbers, and the craft on the ground.
Read more“When do you hand the audience a role?”
The essence of immersive work is neither technology nor space. It lives in one design decision: when the audience is handed a role. The method we proved on BABEL no TOH.
Read moreThree design philosophies behind America's Atlas9.
A new attraction in Kansas City, opened September 2025. Not scale but design thinking — giving guests a role, the chassis concept, and running the venue as seasonal drama.
Read more“Contrast makes the experience.”
From 0 lux to 1,000 lux. One line inherited from a mentor now underwrites every design decision we make. Why the delta is what moves people.
Read more“Every thirty seconds, people get bored.”
Tested again and again on the floor at USJ: audience attention holds for roughly thirty seconds. The frequency of change is what creates density.
Read moreThe line between audience and consumer.
On a spreadsheet they look identical. On site they are entirely different creatures. The decisive gap between entrusting your time and trading it at par.
Read moreWhat turns a place into a destination?
Why experience value is the starting point for real-estate returns. Notes from the border between global IP and the Japanese market.
Read moreWhy immersive theater transforms place.
From Punchdrunk to teamLab to the immersive venues of 2026. What happens to a space's economic value the moment the audience steps onto the stage.
Read moreNight is not an ending.
Why we chose the name NYX. What the Greek goddess of night teaches us, and the philosophy of working with what does not yet have form.
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