I Want to Involve Many People and Do Interesting Things

Transforming Tokyo. Changing the city. Evolving lifestyles. Sadahiro Nakamura, CEO of Transit General Office, is a space "brand" producer who has initiated new movements in Tokyo through the renovation of cafes, hotels, and other establishments. These spaces have become hubs for trendsetters, fostering new lifestyles and communication through various events and interactions.

Nakamura's latest passion project is "TABLOID," a SOHO building in Tokyo's Bay Area. He is involved in everything from concept development to event planning and operations as a branding producer. The building, originally a newspaper printing plant, has been renovated into a stylish art space while retaining the charm of its past.

Cars and architecture. They might seem similar in some ways. And Nakamura's power to transform the city and enrich lifestyles by bringing new values to architecture is akin to the Citroën DS3's power to find new value in cars, filled with surprise and delight.

— The Bay Area is a rather unique location, not exactly known for drawing crowds. Why did you choose this spot?

Exactly, it was precisely because of this location that I found it interesting. I felt it could become something like Brooklyn in New York or Queens in London. The waterfront area, overlooking the Rainbow Bridge, with its warehouse-like, undeveloped atmosphere, offers an intriguing similarity to Brooklyn or Queens. Twenty years ago, that area was nothing, but now it's a very dynamic city. I feel this place has similar potential.

From the broad perspective of Tokyo, this spot in the Bay Area might seem like just a small ripple now, but as these individual ripples gather, they will eventually form a large wave. That's why I hope to see more "waves" continue, using the "Bay Area" and "SOHO" as starting points. In Aomi (Odaiba), there's "the SOHO," which I produced. It's a new, large-scale SOHO building, but I want to continue involving many people and doing interesting things. If things don't keep happening, it won't become a big wave.

Renovating Old Buildings Offers a Sense of Surprise

— The "TABLOID" building was originally a printing factory, wasn't it? What was your first impression when you saw it?

First, I noticed the high ceilings. With a ceiling height of over ten meters, I thought it had great potential. High ceilings are common in buildings overseas, but rare in Japan. This is a design unique to printing factories. And from the rooftop, you have a panoramic view of the Rainbow Bridge. The view is spectacular. New buildings are nice, but renovating an existing old building offers that kind of surprise, that exciting element, which is its charm.

— What is important for a successful renovation?

I often travel to see unique hotels and cafes overseas, and I always observe: "Why do people gather here?" Of course, I examine the original architecture and how the space is utilized, but the crucial element is the people who gather there. Whether it's a hotel or an office, a space takes on its atmosphere through the people within it. Creating a cool-looking box is easy, but if it doesn't last, it's meaningless. That's what I do: produce brands for spaces. A brand is built through accumulation. Through the accumulation of people, a space becomes a brand.

Speaking of Citroën, it certainly has a distinct "brand." I think it's a car that suits stylish people, those particular about their lifestyle, and those seeking change. This might also be because people who drive Citroëns possess such an aura. A senior colleague of mine who drives a Citroën is incredibly cool; for me, it has a strong image of sophistication.

Despite Being "Anti-Retro," Citroën's Brand is Unshakeable

— What aspects of the Citroën DS3 caught your attention?

It's interesting that you can coordinate colors for the roof, door mirrors, and dashboard to your preference. The ability to reflect personal taste to such an extent and express oneself uniquely is something not found in many other cars. This likely fosters a deeper attachment to the vehicle. I'm also drawn to its design, which is compact yet possesses a strong presence. The striking grille and LED lights are also impressive. It would look great navigating the backstreets of Ginza, or fitting right into the stylish streets of Aoyama or Omotesando. This artistic sensibility, I believe, holds the potential to collaborate with creators and spark movements.

— Citroën uses "anti-retro" as a keyword. What does anti-retro mean to you?

When aiming to create a new movement, a big wave, I think there are two approaches. One is to create an impactful space in the heart of Tokyo. The other is to create an interesting space in an undeveloped area. The latter approach might not yield immediate results, being a project that takes 5 to 10 years, but that's where I believe our work lies. Aiming for the branding of the city and the region, I want to do things that haven't been done before. I want to involve people and create a big wave.

In Citroën's case, even with "anti-retro," they have a solid foundation built through history, so their brand is unshakeable. That's why nothing they do seems to falter. This allows them to take on various new challenges. A brand grows through the accumulation of people. I believe the same applies to cars. The image of the DS3 will continue to evolve based on the people who drive it, sell it, and the places it's seen. Its image will likely improve with each sighting on the street. The DS3, allowing for self-expression, is a car where you can enjoy the expansion of new values.




Sadahiro Nakamura
Born in 1971. After working at Isetan, he founded Transit General Office in 2001. In addition to the cafe and restaurant business and catering services, he entered the hotel business in 2003 with the planning and operation of the hotel "Claska." In 2006, he handled the branding and production of Osaka's "Dojima Hotel" and operates numerous cafes, including "bills," famous for the world's best pancakes. In recent years, he has garnered attention for producing SOHO buildings such as "the SOHO" and "TABLOID." His work also extends to branding for residences, offices, and fashion.
www.transit-web.com

TABLOID
2-6-24 Kaigan, Minato-ku, Tokyo
http://tabloid-tcd.com/


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