Making Best Use of Spaces in Railway Facilities

Deployments in JR East Under-Viaduct
Spaces and Ekinaka Commercial Spaces
JR East Lifestyle Business Development
Headquarters

Introduction

and promotes urban development by means such as‘Thriving with Communities, Growing Globally’ is thenear stations in accordance with the strategy. This promotes

catchphrase for the JR East Group Management Visiondevelopment that makes use of site features.

formulating strategies for each line and renewing buildings

V — Ever Onward released in October 2012. In ‘Thriving

Third, JR East is coordinating with local governmentswith Communities’, JR East ‘draws a blueprint for the futureand others to promote urban development centring on

together with members of the community as it does its part

stations in provincial core cities facing population decline.

to build vibrant communities’.

The company is making coordinated efforts with local

In lifestyle services, JR East is promoting ‘attractive

governments to revitalize communities and enhance public

urban development centred on stations’. This is done byfunctions and community functions by renovating station

dealing with changes in the business environment, such

facilities and updating buildings near stations. It is also

as ageing of society and globalization, and demands fromaiming for stations to become the ‘face’ of the city and entire

customers and the community while consolidating attractive

surrounding area with high-level convenience for both locals

services and functions at stations. Stations are the ‘face’and visitors by enhancing gateway functions, etc.

of the town and by going forward with three types of urban

Efforts to Increase Trackside Value byUsing Under-Viaduct Spaces

development in line with these features, JR East is aiming forstations that can be venues where people can interact.
First, in large-scale development projects at station
locations such as Tokyo, Shinjuku, Shibuya, Yokohama,

The Chuo Line Mall Project, which started with the grade

Chiba, and Sendai, the station is treated as a single town

elevation between Mitaka and Tachikawa on the JR Eastand efforts are made to increase the value of the station in

Chuo Line, is currently underway and studies are in progressconjunction with group companies operating businesses at

to formulate strategies for areas along major lines such as

the station. Moreover, JR East aims to increase the value ofthe Keiyo, Yokohama, and Nambu lines to be followed by

the area as a whole starting from the station by coordinating

development plans based on these strategies. This uniquewith local governments and companies around the station.

urban development is based on sharing trial-and-error ideas

Tokyo Station City is one example.

with trackside local governments and citizens.

In the project to develop the neighbourhood around

In Tok yo, small- and medium -sized businesses

Shinagawa Station, which is one of the largest in Japan,

with a local flare and individuality are being developed

transportation base functions will increase greatly. Therefore,

utilizing under-viaduct spaces. They aim to create new

JR East is aiming at ‘urban development’ that will beflows of people in harmony with the local community byinternationally attractive and coordinated with the local

incorporating local history and features in their development

community, going against conventional ideas.

and by expressing local individuality.

Second, JR East is promoting network development

Chuo Line Mall Projectof stations in the greater Tokyo area not only as points,
but also as lines and areas where a railway line and thetrackside are considered as one. In this way, the company is

The 13.1-km continuous grade separation project between

promoting creation of trackside brands that can be chosen

Mitaka and Tachikawa on the JR Chuo Line was completed

by customers. This integrated development heightens

in November 2010, creating a giant development space of

trackside attractiveness matching customers’ needs andabout 70,000 m2 under the viaduct.
The Chuo Line Mall Project (Fig. 1) started from thismakes people want to live near JR East lines.

opportunity. The project goes beyond just using the newSpecifically, JR East reorganizes facilities and services

Japan Railway & Transport Review No. 69 • Mar 201716

Making Best Use of Spaces in Railway Facilities

Figure 1 Location of Chuo Line Mall ProjectMusashino Line

13.1 km‘nonowa’

Ome Line
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Hachiko Line

Chuo LineTo Shinjuku‘Suicle’ Shared Bicycle Ports‘nonomichi’

Hachioji

Yokohama Line‘nonomichi’ promenade(JR East)

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Japan Railway & Transport Review No. 69 • Mar 2017

space for car and bicycle parking or for warehousing

The nonomichi promenades have facilities supporting

disaster supplies; there are plans to build attractive

residents’ lives, such as health clinics, and are also

integrated commercial and community facilities, creating an

developing mobility centres for the elderly along with cafés,invigorating lifestyle space. The objective is to connect theworkshops, and other spaces where anyone can gather

station and town and increase the attractiveness of stations

or relax. Botanical plantings evoking the image of theas faces of the town, thereby increasing the value of theMusashino area, signs offering local information, and otherChuo Line trackside.

contrivances make it fun to walk through the promenades,

The JR Chuo Line Mall Co., Ltd. was established on 1

while warm lighting creates spaces with an uncluttered

December 2010 to implement this project and is proceeding

feeling. The promenades also feature community gardens

to invigorate trackside areas by developing and operating

and terraces as well as cafés, and deck terraces, creating

commercial facilities, running station businesses, andnew venues for community interactions.

coordinating with the local community. Specifically, it‘Suicle’ shared bicycle ports for picking up or dropping

runs businesses at the Musashi-Sakai, Higashi-Koganei,

off bicycles at four locations including under the viaduct nearMusashi-Koganei, Nishi-Kokubunji, and Kunitachi stations

Higashi-Koganei and Musashi-Sakai, operate 24-hours-

and in areas between these stations. At the Musashi-Sakai,

a-day, 365-days-a-year to encourage movement aroundHigashi-Koganei, and Kunitachi stations, it runs station-

the area. Bicycles can be borrowed in three ways—season

related operations, such as securing platform safety andticket, temporary, or visitor (1 day) according to the user’s

operating ticket gates. The company also develops andcircumstances, such as commuting or transport to nearby

operates the ‘nonowa’ business at the five stations andtourist spots. The number of users is increasing graduallythe ‘nonomichi ’ promenades under the viaduct as welland there are plans to set-up more ports in town matchingas promotes community-based activities for building thefuture development along the line to create a network for

trackside brand.

riding around town.

‘Suicle’ shared bicycle port

Japan Railway & Transport Review No. 69 • Mar 2017

(JR East)18

Making Best Use of Spaces in Railway Facilities‘mAAch ecute’ Kanda
Manseibashi Building

Keihin-Tohoku Line

Figure 2 Location of ‘mAAch ecute’ Kanda Manseibashi Building

Ueno

JR East Kanda Manseibashi Building
is a 20 -story office building with
two underground floors located on
the site of the former Transportation

Okachimachi

M useum, which closed in 2 0 0 6(Fig. 2). ‘mAAch ecute’ is operated

Chuo Lineby JR East Station Retailing, Co., Ltd.

Akihabaraat the base of the building. It was

Sobu Linedeveloped to use the Meiji era (1868–1912) Manseibashi bridge brickarches as a landscape resource, andopened in September 2014.
The mAAch ecute facility features
the Fukumori café, the haluta interior

Tohoku/Joetsu/
Hokuriku/Hokkaido
Shinkansen

Ochanomizu

Asakusabashi‘mAAch ecute’Kanda Manseibashi
Building

Ryogoku
Bakurocho

Kanda

brand, and other shops promoting
the regional attractions of locations

Sobu Lineacross Japan at Kanda. There arealso shops promoting new attractions

Shin-Nihombashi

Yamanote LineTokyo

Keiyo Line

Tokaido Shinkansen

Exterior of mAAch ecute

(JR East)

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Japan Railway & Transport Review No. 69 • Mar 2017

2k540in the Kanda Manseibashi area, such as the NOAKE TOKYO
sweet shop, VINOSITY domi wine shop, OBSCURA COFFEEROASTERS specialty coffee shop, and the N3331 café bar

The 2k540 AKI-OKA ARTISAN facility opened in 2010 ason the platform of the former Manseibashi Station.

a craft space developed and operated by JR East Urban

Activities telling the location’s backstory are being

Development Corporation (JR East UDC) in the under-

carried out with roots in the community. In addition to

viaduct space between JR East Akihabara and Okachimachi

introducing the area’s history, activities include events withstations to suppor t creators ( Fig. 3 ) . Traditionallya regional flair, exhibitions for local artists and artisans,

Okachimachi was where local industries such as leather

workshops, and walking tours.

goods and jewellery had thrived, and this development
has recreated a base for the next generation of creators.

Figure 3 Locations of 2k540, CHABARA, and B-1 Grand Prix dining room

Tohoku/Joetsu/
Hokuriku/Hokkaido
Shinkansen
Keihin-Tohoku Line

Ueno

2k540
AKI-OKA ARTISAN(2010 – )Okachimachi

B-1 Grand Prix dining room
AKI-OKA CARAVANE(Jul 2013 – )(Jul 2015 – Oct 2016)

Iidabashi

CHABARAAKI-OKA MARCHE

Sobu Line

Suidobashi

Asakusabashi

Ochanomizu
Akihabara

Chuo Line
IchigayaRyogoku
Bakurocho

Kanda

Sobu Line
Shin-Nihombashi

Yamanote Line

Yokosuka LineTokyo

Tokaido Main Line
Tokaido Shinkansen

Japan Railway & Transport Review No. 69 • Mar 201720

Keiyo LineMaking Best Use of Spaces in Railway Facilities

2k540 AKI-OKA ARTISAN facility opened in 2010 as craft space(JR East)

Exterior of CHABARA AKI-OKA MARCHE(JR East)

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Japan Railway & Transport Review No. 69 • Mar 2017

Saikyo Line
Asagaya Anime Street(JR East)

Figure 4 Location of Asagaya Anime Street

Ikebukuro
Yamanote Line

Chuo and Sobu Lines

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Asagaya Anime Street(Mar 2016 – )Shinjuku
YoyogiSendagaya

Yotsuya

Shinanomachi

In addition to permanent shops, hands-on workshops andare sold at the Nippon Department Store Shokuhinkan in theevents give people experience in craftsmanship.

facility to connect producers and consumers directly. Events
are also held from time to time with an emphasis on learning

CHABARAand experiencing.

CHABARA AKI-OKA MARCHE opened adjacent to 2k540 in

Fruit and Vegetable Market and created a new venue forJuly 2013 as the second project in the under-viaduct spacedisseminating food culture. Like 2k540, it is taking on the(Fig. 3). Like 2k540, it was developed and is operated bychallenge of creating and attracting new flows of people to a

JR East UDC. Quality goods selected from across Japan

seldom-visited area between stations.

Japan Railway & Transport Review No. 69 • Mar 2017

The facility was built on the site of the former Kanda

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Making Best Use of Spaces in Railway Facilities

ecute Omiya(JR East)

B-1 Grand Prix dining room AKI-OKACARAVANE

Present State and Future Outlook of
Ekinaka Commercial Facilities

In July 2015, JR East UDC opened the first ‘B1 Grand Prix

17 million people pass through JR East stations every day,dining room’ in the under-viaduct space between the JR

presenting a huge business opportunity for the JR East

East Akihabara and Okachimachi stations (Fig. 3) as thegroup of companies. Various retail shops, eateries, andofficial Tokyo venue for the ‘B1 Grand Prix’ event supporting

other facilities provide convenient and enjoyable services inregional revitalization through promotion of 37 local foodsthese stations. Active efforts are being made to develop newfrom across Japan. However, it closed in October 2016business and open new shops meeting the diverse needs ofafter fulfilling its intended purpose of ‘telling the attraction ofcustomers inside the ticket wickets (ekinaka).

communities through local foods’.

A station renaissance is underway to create newstations for the 21st century with the aims of developing

Asagaya Anime Street

all possibilities for stations and increasing convenience

JR East UDC opened Asagaya Anime Street in March 2014

improve facilities, such as universal design (escalators,

in the under-viaduct space between Asagaya and Koenji

elevators, etc.), widening concourses, and improving

stations on the JR East Chuo Line (Fig. 4). Suginami Ward,signs. Moreover, various efforts are underway to ‘change

where Asagaya Station is located, is one of the top anime

stations’, such as development focusing on the local area,(animation) production centres in Tokyo and has long been

while creating new business space by optimal placement ofhome to many studios. Asagaya Anime Street was createdbusinesses in individual stations and thoroughly reviewing

as a spot where animation producers and consumers (fans)existing facilities.

for customers. Specific measures include construction to

can interact. This is a new type of facility where people

The first large-scale station renaissance project was at

who create and view animation can meet to promote new

JR East Ueno Station. The station building dating from 1932

interactions and foster new creators. It transformed an

was completely reviewed from customers’ perspectives

under-viaduct space into an opportunity to bring new vitality

followed by redevelopment to create an amenity-rich andto the animation industry in search of next-generation talent.

easy-to-use station retaining the historical building.
The March 2005 opening of ecute Omiya at JR East

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Shops selling fresh fruits, vegetables and crafts

(JR East)

Omiya Station in Saitama created new value with aninformation by digital signage at shop entrances and walls

even more thorough customer orientation under the new

inside and outside the shop using advertising media tobusiness model for ‘retail business developed in ticketedmake the most of the shop location inside the ticket wickets.

areas of stations’.

Third was introduction of self-service cash registers andDespite these efforts, stations with high commercial

automatic change machines trialled previously. Fourth waspotential, such as large-scale terminals, have little space forchanging display racks and products according to time—commercial redevelopment, making it difficult to maintaintime-specific merchandising—to maximize use of the limited

development momentum.

shop area. Time-specific merchandising allows deploymentof products focused on women, or night hours, and is

In this situation, efforts are being made to provide newgradually increasing customer spend.

value to customers and improve existing businesses to

In the platform kiosk business, which has grown in line

increase usage.

with the history of railways, new ‘NewDays KIOSK’ shops

Improving Existing Core Businessdebuted in March 2015 to cultivate new demand by means

New concept for NewDays convenience stores and kiosks

corners’ to create demand from female customers, andIn December 2014, more than 500 NewDays convenienceenhancing the line of daily goods for women (cosmetics,

stores operated by JR East Retail Net Co., Ltd., started anstockings, etc.).

such as enabling payment of utility bills, setting up ‘healthimage makeover. At first glance, the only change was a

Innovation in Soba (Buckwheat Noodle)
Business

switch in the image colour from red to green, but new efforts
were implemented from four aspects.
The first was creation of corners for multi-purpose
activities such as product promotion and sales geared

The prevalent image of stand-up noodle shops in stations istowards outside the shop. Second was deliver y ofthat they are used by male company employees for a quick

Japan Railway & Transport Review No. 69 • Mar 201724

Making Best Use of Spaces in Railway Facilities

GRANSTA, one of commercial facilities in Tokyo Station

(JR East)

meal during short breaks in work. To change that image,The temperature range of products was also a focus, with

Nippon Restaurant Enterprise Co., Ltd. improved the quality

drinks dispensed at room temperature unlike conventional

level of meals by switching from pre-boiled noodles to fresh

vending machines.

noodles, and is updating the brand to Irorian Sakura and

New Value Proposal

Soba Ichi with an eye to broadening the limited customer
base. It has succeeded in attracting women to a food genrethat was once patronized almost exclusively by men, andOmni-channel sales (ekinaka on Internet)

shops making the switch have seen a 10% increase in sales.

As customer purchasing behaviour diversifies and the needsof station users continue to change, efforts in developing

Vending Machines for Women

new sales channels have started at JR East’s logistics

The vending machine business has seen a large increaseaim of further increasing convenience.

business. Sales go beyond simply selling in stations with thein sales over the past 10 years, particularly in next-

JR East started a trial online shopping service in April

generation vending machines that debuted in 2010. Even

2014 jointly with the ‘ecute’ operator and other ekinaka

so, movements are underway to capture new customer

commercial facilities at JR East Station Retailing. Basedsegments. The ‘naturacure’ brand of vending machines

on the success of the trials, on 17 November 2014 it wasstarted by JR East Water Business Co., Ltd. in March 2015 isannounced that JR East would start a service where online

one example, targeting working women who have not usedorders can be picked up at ekinaka shops or delivered

vending machines much up to now.

to customers’ homes, providing year-round service andTo break from the standard perception of vending

expanding the shops’ product lines.

machines being where businessmen buy canned coffee,This service has been viewed positively by customers

naturacure offers women many products not usually

thanks to various benefits, such as not queuing behindseen in vending machines, such as herb-based drinks.

customers who have not reserved in advance during busy

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‘nonomo’ shop in Akihabara Station

(JR East)seasons like Christmas. Although still in the early growth

Japan, the company opened the nomono Ueno shop inphase, ekinaka on the Internet is seeing a gradual year-on-

January 2012. There are currently four ‘nonomo’ shops inyear increase in the number of orders.

greater Tokyo, which along with Marche shops, sell fresh
fruits and vegetables, crafts, and more at eight locations

Ekiben ajino-jin

across greater Tokyo. In this way, The JR East operations

Like kiosks, the history of station ekiben boxed-lunch shops

area is working as a whole to expand markets.

is closely related to railways. To invigorate ekiben shops,

In addition, JR East Food Business Co., Ltd. hasevery summer to autumn, JR East holds the ‘Ekiben ajino-jin’

produced wild-game menu items for limited periods since(tasty lunchbox battle) to decide the best ekiben of the year.

2011 at Becks Coffee shops and Becker’s sandwich shops

Originally the event was held as part of other events, but thisat more than 100 locations centred on ekinaka facilities inseparate project has been held every year since 2012 overgreater Tokyo. The sandwiches use venison from Nagano

the entire JR East operations area following the 2011 Great

Prefecture and have become a hit product helping contribute

East Japan Earthquake. Every year many votes for best

to rural communities.

ekiben are submitted to make it a successful event.

Evolution of Ekinaka Development

Efforts to Invigorate Communities

10th anniversary of ecute Omiya

One of the priorities of the JR East Group Management

ecute Omiya is an ekinaka commercial facility opened in

Vision V published in October 2012 is ‘strengthening

March 2005 inside the ticket wickets at Omiya Station. ecute

collaboration with local communities’. As part of this effort,

Omiya annual sales have greatly exceeded the ¥5.5 billion

the company takes on ‘regional rediscovery projects.’ To

forecast before opening based on a new ‘purchase according

introduce the attraction of regional foods across easternto performance’ scheme, which ecute operates autonomously

Japan Railway & Transport Review No. 69 • Mar 201726

Making Best Use of Spaces in Railway Facilities

with the main feature being the sales-floor merchandising

Japan in 2015, greatly exceeding past records. The JR

structure and including employee training and sales floor

East group is currently working on various essential efforts

environment creation. Development of other ekinaka

targeting inbound visitors, considering future growth incommercial facilities is underway at Shinagawa, Tachikawa,

lifestyle services business.

Nippori, Tokyo, and other main stations in greater Tokyo.

Specific efforts include expansion of duty-free shopping

In line with the 10th anniversary of ecute Omiya, aalready available mainly at station buildings to include

campaign dubbed ‘THE OMIYA GARDEN PARTY! —10th

ekinaka facilities of GRANSTA and ecute (GRANSTA,ANNIVERSARY—’ was held from 2 February 2015 to the

GRANSTA Dining, Central Street, and ecute Tokyo at Tokyo

10th anniversary on 5 March. It included sales of limited

Station along with mAAch ecute Kanda Manseibashi, ecuteproducts as well as events.

Ueno, ecute Shinagawa, and ecute Shinagawa South).

Since ekinaka commercial facilities are now common,

Another effort is opening currency exchange kiosks andecute implements measures such as events with themesmachines at Tokyo, Shinagawa, and Shinjuku stations with‘telling the story behind creating the location’, which provides

future expansion plans.

experiential value for the local community.

JR East Retail Net started handling prepaid mobile-

The station is a symbolic place for the town and is tophone SIM cards on a trial basis from November 2015 tosome degree a public place. The support of the community

meet visitors’ needs for easy communications. These areis essential in doing business, and there is a need toavailable in the Shinjuku and Tokyo areas, which are popular

continue ‘telling the story behind creating the location’.

locations where inbound tourists visit and stay. The goodresults resulted in a sales area expansion in January 2016 to

Destination Campaigns and Partnerships
with Railways

include NewDays convenience stores at JR East Yamanote

J a pa n’s p re - e m in e nt To k yo S t ati o n is e n ha n cingsuch as point-of-purchase displays and menus.

Line stations. Plans are also underway to conduct earnest
efforts geared to inbound visitors at retail and food shops,

management under the concept of ‘Tokyo Station becomes

Conclusions

the town’ with JR East and a management council made up
of group companies working to increase the value of thearea centred on Tokyo Station.

Major station renovations are scheduled before 2020, andNaturally, the main ekinaka targets are station users,

plans are underway to go forward with development ofand coordination with station facilities is a very important

related lifestyle services businesses.

effort. At destination campaigns (DC) held each year

While still at the planning stage in the rapidly shortening

by companies in the JR group in tandem with local

time until the 2020 Tokyo Olympics, the concept is to meetgovernments and tourism operators, various coordinatedthe challenge of working to help people from around themeasures are implemented at ecute, GRANSTA, and otherworld use under-viaduct spaces and ekinaka shops with

Tokyo Station commercial facilities.

a smile.

During the Hokuriku DC held for about 1 month from
1 October 2015, local products from Ishikawa, Toyama,
Fukui, Niigata, and Nagano prefectures were exhibited,
tourism promotion events were held, and dishes were
provided featuring ingredients from the Hokuriku region.

Acknowledgment

In conjunction, a project was held where people visited

The information in this article is current as of February 2017. This article wascontributed by JR East Lifestyle Business Development Headquarters.

spots around Ueno and Tokyo noted in a special pamphletto collect clues related to Hokuriku and enter a draw for
Hokuriku products with 180 winners. This went beyond
group companies and shop boundaries as a wide-areameasure involving management council member shops aswell as Ueno Station as a whole.

Future Improvements
Handling more inbound visitors
According to data from the Japan National Tourism
Organization (JNTO), about 19.7 million people visited

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Japan Railway & Transport Review No. 69 • Mar 2017