Eight creates brand for Grosvenor net-zero building in Tokyo

Brand strategy pays homage to district’s history while embodying a sustainable future

Hong Kong, February 8, 2022 – CURA GINZA is a progressive new building in the Ginza district of Tokyo, Japan. Its sophisticated design, by London-based architects Doone Silver Kerr, includes a vertical fin facade and is a showcase of Grosvenor’s commitment to architectural excellence and environmental leadership. Eight was tasked with developing a brand strategy and identity that would match the company’s ambitions and the building’s architecture, which flowed into interior space design direction, signage and hoarding design as well as communication materials.

In contrast to the retail district in nearby Chuo-Dori, Eight positioned the building narrative as a “showcase of professional mastery”, paying homage to the district’s prestigious history as the location of Tokyo’s first silver mint and its development into a commercial hub, attracting the country’s élite artisans and craftsmen. This positioning led directly to a tenant-mix strategy that caters to companies and brands committed to world-class quality and craft in their business. 

“It was a great pleasure to work with Eight on CURA GINZA,” says Kozo Hiratani of Grosvenor Property Asia. “Their deep appreciation of Grosvenor’s farsighted approach combined with their hands-on understanding of the Japanese market through their presence and team here, made for a rich and insightful process."

The name “CURA” is itself inspired by the brand strategy, deriving from the idea of “curation” and the Japanese word “kura”, which means treasury: CURA GINZA is the address of hand-picked professionals, who represent the best of the best. The concept of mastery is infused into the visual identity, which takes the form of bespoke lettering echoing craftsmanship and precision. 

“The building’s cascading façade inspired the vertical form of the logo and the colour palette, which is derived from the silver fins that twist down the building,” says Iain Richardson, Executive Creative Director at Eight. “The sense of craft is further highlighted in the illustrations we commissioned for the communications materials, depicting the charm of the building with an understated elegance. It was a real pleasure to work with Grosvenor Property Asia and we wish the team and CURA GINZA every success going forward.”

About Grosvenor Property Asia 

Grosvenor is a property developer and investor in Greater China and Japan with a focus on Hong Kong and the Greater Bay Area, Shanghai and the Yangtze River Delta, and Tokyo. We have been active in the Asia region for over 25 years.
   

-Our investment and development activities are focused on the residential, office and retail sectors, with new initiatives being developed in prop-tech and digital innovation.

-Our Greater China business predominantly operates through strategic investment, joint-ventures with like-minded, best-in-class partners, whilst our Tokyo business focuses on proprietary development, investment and asset management.

-As at 31 December 2020, our Asia business was responsible for HK$10.0bn of assets under management.

We are part of an international property company with a track record of over 340 years developing, managing and investing to improve property and places across many of the world’s leading cities, promoting sustainability within the built environment and enhancing the wellbeing of our customers and communities.

We are a values-led organisation which represents the Grosvenor family. Our work in property, alongside Grosvenor’s other activities in food & agtech, rural estate management and support for philanthropic initiatives, shares a common purpose –to deliver lasting commercial, social and environmental benefit – addressing today’s needs while taking responsibility for those of future generations.