Mitsui Fudosan will hold the large-scale Pokémon-themed event “Meet Legendary Pokémon: Legend Research in Nihombashi & Yaesu” in Nihombashi and Yaesu starting 9 September. Through its IP strategy, the company is seeking to turn the city itself into a stage for experiences.
Mitsui Fudosan is holding the large-scale Pokémon-themed event “Meet Legendary Pokémon: Legend Research in Nihombashi & Yaesu” from 9 September. Set across the Nihombashi and Yaesu area, the event aims to provide a roaming, area-wide experience built around IP.
Entertainment is one of the priorities in the company’s long-term management policy. Mitsui Fudosan reorganized its former commercial facilities division and established the Commercial Facilities, Sports and Entertainment Headquarters. It has set out a mission to use IP to transform the city itself into a “stage” for experiences. By leveraging IP, the company aims to draw visitors to spaces that have traditionally been difficult to attract them to, including backstreets and upper floors of high-rise buildings.
A key feature is direct collaboration with IP holders. Rather than working through advertising agencies, Mitsui Fudosan develops initiatives timed to coincide with content releases and other rollouts. This is intended to encourage fans to visit with specific purchases in mind and create a model capable of capturing the excitement generated across the entire area. New revenue models are also envisaged, including merchandise sales at facilities, media fees and percentage-based rents.
The event builds on past collaborations at locations including MIYASHITA PARK, as well as the expansion of IP initiatives originating from performances at Tokyo Dome. Mitsui Fudosan aims to create new value by using the entire area as an advertising medium.