Ebisu Station 1 Tokyo Seeds Ebisu Station Proposal Tokyo Seeds
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Ebis
u St
atio
n1
Toky
o Se
eds
Ebisu Station Proposal
Tokyo Seeds
Ebis
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Who we are
Florencia Gavilan is a graphic designer, illustrator and educator from Buenos Aires, Argentina.
Sarah Baugh is an American graphic designer who is interested in the relationship between people and the places they call home.
Together, we developed the following proposal, which was presented to JR staff on January 24, 2020 at Ebisu Station in Tokyo.
Intr
oduc
tion About Tokyo Seeds
Tokyo Seeds is design residency that brought six graphic designers from six different countries together for two weeks in Tokyo. We worked with JR East to develop proposals aimed at increasing interaction between stations on the Yamamote line and the surrounding communities. The goal was to highlight the charms of Tokyo to international visitors and locals alike.
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Rese
arch The neighborhood
Ebisu is a hip and laid-back neighborhood that draws Tokyoites in to eat and drink at its many restaurants and bars. In contrast to the busy commercial streets of neighboring Shibuya, Ebisu has an independent and relaxed vibe with green spaces and quiet alleys to explore.
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Rese
arch
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Rese
arch Observations
While there are many new shops, galleries, restaurants, and festivals that continue to attract visitors, the influx has also brought increased rents and the loss of some longstanding community values. It’s becoming more common to not know your neighbor’s name and the sense of community is becoming more fragmented.
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Rese
arch
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Rese
arch History
Both the station and the neighborhood owe their name and origin to the Yebisu Brewery. In fact, the station was built in 1901 not to transport people but to transport beer.
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Rese
arch
Today Ebisu station continues to serve as a means to connect.
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Rese
arch Connections
Ebisu is made up of a vibrant network of people and places.
It’s the connection between these things that gives Ebisu its special character.
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Rese
arch
Art School
NewspaperOffice
Restaurant
Nursery
CommunityGarden
TatamiWorkshop
Ebisu Station
Connections
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Rese
arch Values
This network creates a unique set of values. Some are easy to see, while others highlight underlying the characteristics that have built Ebisu into the creative community and imbibing destination it is today.
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Rese
arch
Creativity
Community
Connection
Mulit-generationality
Sustainability
Tradition
Ebisu Station
Values
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Rese
arch Values in practice
We had the opportunity to meet a cross-section of people living and working in Ebisu. Here we saw the neighborhood values in practice.
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Nei
ghbo
rhoo
d Va
lues
Creativity
Vantan fashion student creating J-Pop costume
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Nei
ghbo
rhoo
d Va
lues
Community
Dinner at the editor of Ebisu Journal’s studio with shop owner, artists, designers and illustrators
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Nei
ghbo
rhoo
d Va
lues
Chatting with Marie and learning about the resurgence of craft sake
Connection
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Nei
ghbo
rhoo
d Va
lues ity
Intergenerationality
Ebisu’s roots are in the passing down of local traditions and crafts
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Nei
ghbo
rhoo
d Va
lues
Community garden, supported by and dispersed amongst neighbors
Sustainability
Ebis
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n19 Second-generation tatami mat workshop
Nei
ghbo
rhoo
d Va
lues
Tradition
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Obj
ecti
ves
Objectives
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Obj
ecti
ves
How can the station connect train users to the neighborhood?
How can the neighborhood feel connected to the station?
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Obj
ecti
ves Background
Everyday 300,000 passengers pass through Ebisu station. The majority of them are commuters followed by visitors who come to Ebisu for the nightlife. The culture of Ebisu is rich and complex yet the station itself is often a transitory place. Everyone is busily making their way to their job at a design studio or to dinner with friends.
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Strengths
In reality, the station is a vital part of the network. Both the station and the surrounding area have much to offer each other.
Challenges
Currently, there is a perception that the station is not integrated into the neighborhood and it does not fully reflect the qualities of the community it serves. In other words, the station is seen as the gateway to the neighborhood but not part of the neighborhood itself.
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o Se
eds
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Ebisu Neighborhood
Ebisu Station
Ebisu Neighborhood
Ebisu Station
Perception vs Reality
Gateway Network
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Prop
osal
Our Proposal
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Prop
osal
Station Neighborhood
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Prop
osal Proposal
We’ll create a campaign that connects people between Ebisu Station and the neighborhood.
We’d like to create joy and happiness through a series of interactive events that will surprise and delight visitors, locals, and JR employees — leaving them with a smile on their faces.
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Prop
osal
We were inspired by the smiling
face of the God Ebisu. His statue
is a well known place for locals to
meet each other at the station.
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Cam
paig
n nico nico
It’s the sound of a smile. This onamonapia playful and fun to say, all while referring to a very basic expression with the power to bring people together.
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Cam
paig
n
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Cam
paig
n
graphic markThe faces of Ebisu.
wordmarkThe sound of a smile.
patternReferences the iconic brick of the station and Yebisu beer factory.
color paletteThe primary color references the brick, while the secondary colors are bight and cheerful.
nico nico
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Pin
+ C
onne
ct
ピン ＋ コネクト
Pin + Connect
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Pin
+ C
onne
ct Objectives Recap
How can the station connect train users to the neighborhood?
How can the neighborhood feel connected to the station?
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Pin
+ C
onne
ct Background
JR currently has programs in place addressing these objectives but we want to expand their audiences and improve user participation.
Stamp collecting is relatively successful but it’s focus on manga doesn’t resonate with the creative demographic of Ebisu.
Urban hiking encourages train users to explore off-the-beaten paths in neighborhoods but it’s participation levels are low.
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Pin
+ C
onne
ct Pin + Connect
Local illustrators will design collectible enamel pins, just like the ones used by JR staff. They can only be found at area businesses, organizations, and other neighborhood attractions. This encourages train users to explore new and unexpected locations in Ebisu, while engaging with community members.
A new pin will be released each month, introducing a new location and illustrator, while encouraging repeat visits to the neighborhood.
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Pin
+ C
onne
ct
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Pin
+ C
onne
ct
Location: Gem by MOTO
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Pin
+ C
onne
ct
Location: Ebisu Community Garden
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Pin
+ C
onne
ct
Location: POST gallery and bookstore
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Pin
+ C
onne
ct
Location: Local bakery
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Pin
+ C
onne
ct
Ebisu Station
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Pin
+ C
onne
ct
Ebisu Station
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Pin
+ C
onne
ct Collect them all!
Tote bags will be available at each location and can be used to display each participant’s collection of pins.
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Pin
+ C
onne
ct
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Pin
+ C
onne
ct Station Activation
We’ll create a pop-up that displays the prompt and fun take away print pieces along with a teaser tote bag shown with the full set of pins.
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eds
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Pin +Connect
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Pin
+ C
onne
ct
アーティスト:河井いづみ
アーティスト:小熊千佳子
場所:Gem by Moto
場所:恵比寿 POST
アーティスト:宮城ゆかり
アーティスト:宮城ゆかり
場所:恵比寿新聞 オフィス
場所:恵比寿パン
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Livi
ng A
rchi
ve
リビング・アーカイブ
Living Archive
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Livi
ng A
rchi
ve Objectives Recap
How can the station connect train users to the neighborhood?
How can the neighborhood feel connected to the station?
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Livi
ng A
rchi
ve Background
Vantan Design Institute is based in Ebisu but it has little interaction with the surrounding community. It’s students collaborate with big brands like Levi’s and Nike on cutting-edge projects. We believe their creativity is a great resource that can be combined with local talent for innovative results.
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Livi
ng A
rchi
ve Living Archive
This monthly event will showcase the future of creativity in Ebisu. It brings the up-and-coming talent of Vantan students together with existing neighborhood resources to create unique exhibitions and events. Ebisu Station will act as a venue to showcase these collaborations.
Creative innovation has always been foundation of the neighborhood. Living Archive will provide a platform for the continuation of this tradition, as well as a means to archive and document it for future generations.
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Livi
ng A
rchi
ve Possible Collaborations
Here are just a few examples of the many possible collaborations that could take place each month:
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Livi
ng A
rchi
ve
Game and interaction design students Senior citizens and preschoolers
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Livi
ng A
rchi
ve The result
Game and Interaction Design students develop games to help seniors and children share their points of view and experience with each other.
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Livi
ng A
rchi
ve
Architects Discarded station tape rolls
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Livi
ng A
rchi
ve The result
Local architects use recycled materials from stations (such as used cardboard ticket rolls) to create beautiful and interactive sculptures.
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Livi
ng A
rchi
ve
Tatami Workshop Fashion students
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Livi
ng A
rchi
ve The result
A tatami craftswoman offers her technique and materials to be used by fashion students to create new looks.
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Livi
ng A
rchi
ve
Community Garden Culinary Arts Students
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Livi
ng A
rchi
ve The result
An urban farm club provides it’s seasonal harvest to Culinary Art students to create special appetizers and pastries for train passengers.
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Livi
ng A
rchi
ve
Train Users Hair and Makeup Students
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Livi
ng A
rchi
ve The result
Train users can get a makeover before enjoying the nightlife of Ebisu.
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Livi
ng A
rchi
ve The Archive
An ongoing archive will keep the creative history of the neighborhood alive by compiling the collaborations for years to come.
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Livi
ng A
rchi
ve The Archive: Exhibition
Each year an exhibition will be installed in Ebisu Station to celebrate twelve months of collaborations.
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Livi
ng A
rchi
ve The Archive: App
A dynamic app will be available to access the archive digitally. We can utilize existing JR geotagging systems to help users discover and use the app.
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Livi
ng A
rchi
ve The Archive: Publication
The entire collection will be archived in an annual print publication which will be available for free to the first 100 visitors.
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Livi
ng A
rchi
ve The Facilitator
In order to make all of this possible, we will need a connector between all the parts involved. Someone local and with experience developing community and creative projects.
Kenzi Takahashi, the editor of Ebisu Journal, is someone we had the pleasure to meet and be inspired by. He truly a person who connects the community. He’s the type of person whose support we need to make this project a reality.
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Anal
og P
hoto
boot
h
アナログなスピード写真
Analog Photobooth
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Anal
og P
hoto
boot
h Objectives Recap
How can the station connect train users to the neighborhood?
How can the neighborhood feel connected to the station?
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Anal
og P
hoto
boot
h Background
Many artists and illustrators live or work in Ebisu. The train users who visit the neighborhood’s restaurants and bars aren’t always aware of this creative community.
We want to introduce this artistic talent to visitors in an engaging way and at the same time, capture a real-time portrait of the variety of people who travel to Ebisu on any given day.
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Anal
og P
hoto
boot
h Analog Photobooth
Train users will have the opportunity to have the portraits drawn by local illustrators and artists. We will set up a pop-up with comfy chairs in a relaxing environment to invite people to pose.
The artists will captures their likeness, along with some part of their reason for visiting Ebisu. Each user will get a copy of the drawing to take home and another copy will be added to the growing display in the station.
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Anal
og P
hoto
boot
h Analog Photobooth
Each portrait will be reproduced with a Gocco Printer to make to make the experience shareable.
The word ‘Gocco’ means make-believe play in Japanese. The inventor of the device believed that “the spirit of play is an important cultural asset”. We think this idea of playfulness will bring joy into the station while supporting local illustrators.
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Anal
og P
hoto
boot
h
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Anal
og P
hoto
boot
h
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Anal
og P
hoto
boot
h Additional activations
The portraits can be installed around the station or the booth itself can be moved out into the community to be used during festivals and events.
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Anal
og P
hoto
boot
h Local Illustrators
During our time in Ebisu, we’ve had the pleasure of meeting some very talented artists, designers, and illustrators who we think would be great for this project. They are the community connectors and integral part of this proposal.
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Proposal Overview
Toky
o Se
eds
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Analog Photobooth
Sharable portraits of train users.
Living Archive
Events and exhibitions that combine local creative talent.
Pin + Connect
Explore the neighborhood and collect enamel pins.
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o Se
eds
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Thank you!
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