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Stage · NYX — Location Based Entertainment Design House

Creating experiences
the world has never seen.

Planning, production and business developmentfor location-based entertainment.

Stage · Curtain Up
Τόπος
What We Do

We turn sleeping places into destinations.

NYX plans, produces and develops experience-led entertainment businesses. We turn the potential of venues, IP and destinations into reasons to visit and businesses built to last.

Strategy & business designExperience & spatial designProduction & integrationLaunch & operations
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Selected Projects

Selected Projects

Experiences now taking shape.

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Mrs. GREEN APPLE BABEL no TOH — an immersive tower rising inside a dome venue.
2025–2026 · Immersive Live · Tour Engagement

BABEL no TOH

We created the tour’s immersive act — a 100-guest immersive theater that turns the dome venue itself into a mythic tower, with space, performer movement, and audience experience designed as one.

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Gold light spilling through latticed shoji screens in a Kyoto interior.
2026 · LBE Project

Kyoto · Awakening

Starting from dormant real estate, re-weaving a thousand-year streetscape into a stage for new experiences.

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The wedded rocks of Futami, Ise, floating in morning mist.
2026 · 10-Year Plan

Ise · Pilgrimage

A ten-year permanent experience linking the Futami coast to the lineage of the Grand Shrine, on the road to the 2033 Shikinen Sengu.

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An aquarium dome bathed in deep-sea blue light.
2026 · Place Renewal

Kansai · Aquarium

Redefining how an aquarium draws its audience, through integrated entertainment.

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A landmark commercial complex illuminated in Saga.
2026 · Regional

Saga · One Theatre

From the prefecture’s landmark commercial complex, turning all of Saga into a single corridor of experience.

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A brass compass and an open map under gold light.
Active Engagement · Strategic Frame

A Path to ¥100B in Operating Profit

We presented a client with a business blueprint at the scale of ¥100 billion in operating profit — first-hand research across the world’s major LBE destinations and an M&A-led growth strategy, drawn as a concrete path. A rare engagement of this scale in the LBE industry.

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Our Work · Capabilities

From concept and business design to experience design, production and post-launch improvement.We assemble the specialists each project needs and turn ideas into experiences that work on site.

We build experience-led entertainmentas a working business.

End to End
01
Strategy & business design
02
Experience, story & spatial design
03
Production & integration
04
Launch, operations & improvement

From concept to a working experience.We stay with the project through operations.

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Our Principles

What matters in experience design.

  1. I

    Every place holds a story not yet told.

  2. II

    We turn stories into reasons to visit.

  3. III

    We connect experience and business to create lasting value.

We turn concepts into experiences that work in the real world.

─ From Japan, to the world.

Creating experiences the world has never seen.

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About NYX

Explore NYX.

Business, projects, people and principles.

Entrance

Enter the NYX experience.
Business

Our capabilities from strategy to operations.
Projects

Selected projects by NYX.
Company

Company information and locations.
Principles

The principles behind our work.
Journal

Notes and thinking from the field.
Contact

Talk to us about a project or business.