LOUNGE /
EAT
December 18, 2025
Beyond the Aoyama forest, the sky of Burgundy unfolded: An experience at OMAKASE Aoyama Garden by GMO.
EAT | OMAKASE AOYAMA GARDEN byGMO
On December 1, 2025, "OMAKASE AOYAMA GARDEN byGMO," developed by GMO Internet Group, will open. LED displays covering all four walls will project scenes of Burgundy, and behind a hidden door, an exquisite bar with just eight seats awaits.
Text by AOYAMA Tsuzumi
An IT Executive's Serious Pursuit of the World of Wine
Kita-Aoyama 3-chome. A forest suddenly appears down a side street, just off the bustling Omotesando.
At dusk, a mass of green emerges on the street. To the left is a wine shop, and deep within the forest on the right lies the entrance to an immersive space.
The building, enveloped in dense greenery, feels somewhat out of place in Aoyama. It exudes an aura distinctly different from the glass-and-straight-line boutiques surrounding it. "OMAKASE AOYAMA GARDEN byGMO" opened on December 1, 2025. It is an immersive cultural facility created by GMO Internet Group.
Passing through the forest, one is led into a space where all four walls and the floor are covered with LED displays. The scene depicted was an interior of a classic French manor. High ceilings, heavy furnishings, and in the center of the room, a chandelier made of wine glasses sparkled. It felt as if one had been invited to an 18th-century château.
Soon, the visuals began to move. The view shifted to the landscape of the Burgundy region in France. Walking down cobblestone streets. Passing through the doors of a winery. Then, the perspective gently lifted, and before one knew it, one was gazing down at vast vineyards from the sky. A breeze brushed against the cheek. It truly felt like the wind was blowing.
This visual content is, in fact, a demonstration. The space is intended to be a "white box" for various creators and brands to rent and freely express their worlds. However, the supervision of this demo video was personally handled by Masatoshi Kumagai, the representative of GMO Internet Group. He was reportedly involved even in the editing. Why would an IT company executive go to such lengths?
A Golden Bar Revealed Beyond a Hidden Door
While immersed in the visuals of flying over Burgundy, an announcement was suddenly heard: "Your wine is ready. Please proceed to the bar counter behind you."
Turning around, the wall that had been there moments before had now opened.
Beyond it lay another world. The warmth of vintage wood and the gleam of gold. Glasses lined up neatly across an entire wall. Overhead, a chandelier composed of 544 wine glasses glowed softly, catching the light. The design was by Masamichi Morita. The intimate counter bar, with only eight seats, exuded a sense of secrecy, like a private salon.
The immersive experience awakens the senses, then leads one into the intimate space beyond the hidden door. This flow, I believe, is what Mr. Kumagai envisions as "hospitality through wine."
Why Burgundy?
Mr. Kumagai first encountered wine about 30 years ago at a restaurant called "Tsubaki" in Nishi-Azabu.
"Honestly, I had no hobbies outside of work back then. I was also not very good at conversing with people."
For him, wine became a tool to bridge the gap between people. The anticipation before opening a bottle, the joy of tasting it, and sometimes, the disappointment of unmet expectations. Sharing a bottle with someone created drama in the moment. Mr. Kumagai learned how to connect with others through wine.
But why Burgundy? Italy and Spain also have renowned wine regions, and cult wines from Napa Valley now excite collectors worldwide. When asked directly, the answer was remarkably clear.
"Because Burgundy is the pinnacle of wine."
Mr. Kumagai named some of the world's most prestigious producers: DRC (Domaine de la Romanée-Conti), known for "La Romanée-Conti." And Domaine Leroy, whose wines sometimes trade at prices exceeding even DRC's. He explained that this domaine, founded by "Madame Leroy," the "Goddess of Burgundy," after she co-managed DRC and then went independent, is highly sought after by enthusiasts globally.
To be honest, I'm not very knowledgeable about wine. I've wanted to learn many times, but each time, contemplating the sheer depth of the vast world of wine has led me to repeated failures. Yet, hearing Mr. Kumagai's words resonated with me in a peculiar way.
Trying to understand everything at once leads to bewilderment. Therefore, starting from the pinnacle might be a logical choice. Using Burgundy as the origin point on a coordinate axis, one could then expand their journey to wine regions around the world. It serves as a compass for setting sail on the vast ocean of wine.
A One-Time Experience Sharing One Bottle Among Eight People
This bar is named "Aoyama Wine Kai" (Aoyama Wine Gathering). The concept is a "wine gathering" every night, where a rare bottle selected from an inventory of approximately 100,000 bottles—one of the largest in Japan—is shared and enjoyed by the eight guests present that evening. The price is set by dividing the international average price by eight, with a minimal service fee added. "Close to cost price" would be an appropriate description.
"I've had unpleasant experiences related to wine prices in the past. So, I don't want our customers to feel that way here."
Mr. Kumagai's words conveyed a sense of personal pride that transcended mere business.
I also visited the adjacent "Aoyama Bourgogne .shop." Here, wines are organized by region within Burgundy, and bottles from each producer are systematically displayed. While some are accessible from around 5,000 yen, rare vintages costing hundreds of thousands of yen are also available.
This arrangement is invaluable for wine novices. It allows one to easily grasp where they are on the map of Burgundy. The feeling of having both introductory and in-depth selections coexist on the same shelves made the specialty store feel approachable.
And This Space Can Be Rented
So far, I've described the permanent experience of "Aoyama Wine Kai," but this facility has another facet.
"OMAKASE AOYAMA GARDEN byGMO" also serves as a rentable white box for creators and brands. The immersive LED display system covering all surfaces, professional-grade kitchen and bar counter, and the space designed by Masamichi Morita can serve as a stage for various "exhibitions," such as special dinners by Michelin-starred chefs, new product launches by luxury brands, or immersive art installations.
An outdoor terrace is also scheduled to open in the spring of 2026, allowing for receptions and parties to be held under the Aoyama sky.
In other words, the entire journey—from passing through the forest, flying over Burgundy, to arriving at the golden bar counter—can be reinterpreted to tell one's own story.
This apparatus, built by Mr. Kumagai with his passion for Burgundy, also serves as a vessel for bringing someone else's passion to life. It is a place where entirely different landscapes can unfold depending on how it is used. Deep within the Aoyama forest lies such potential.
OMAKASE AOYAMA GARDEN byGMO
Opening Date | December 1, 2025
Location | 3-10-8 Kita-Aoyama, Minato-ku, Tokyo
Design | Masamichi Morita (GLAMOROUS co.,ltd.)
Aoyama Wine Kai (BAR)
Following an immersive visual experience themed around Burgundy, guests are led to a bar counter with limited seating for eight. It's a wine gathering format where guests share and enjoy a carefully selected bottle from Japan's largest inventory of approximately 100,000 bottles. The price is set by dividing the international average price from Wine Searcher by eight and multiplying by a factor of 1.2. Reservations are required and accepted via "OMAKASE byGMO." Operating days are irregular (check the reservation page).
Aoyama Bourgogne .shop
A specialty store for Burgundy wines, systematically organized by area and producer. With an in-store and external inventory of approximately 100,000 bottles, it is one of the largest in Japan. It offers a wide range from introductory bottles starting around 5,000 yen to rare vintages costing hundreds of thousands of yen. Staff with expert knowledge will recommend a bottle suited to your meal and occasion. Hours: 10:00 AM - 10:00 PM (Open daily).
Aoyama Wine Terrace
An outdoor space where you can enjoy wine purchased at the shop. Scheduled to open in Spring 2026.
About Space Rental
Rental is available for the immersive experience space (approx. 100㎡), shop area, and terrace. Equipped with a cutting-edge integrated video and audio system, professional kitchen and bar counter, and tableware/cutlery from world-class brands. Suitable for a variety of uses including new product launches, tasting events, immersive content screenings, receptions, and special dinners.
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