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Milk Land

Built around an 18 meters long table, Ryusuke Nanki’s pop-up shop in Tokyo informed customers about the Japanese dairy production area and Hokkaido’s dairy products.

What one is eating tastes better when you receive in-depth information about the food. To have consumers experience is one of the most effective branding strategies, and this principle was applied to the project of the shop.

The consumer could gain knowledge, eat and purchase in one specific space designed to create synergy between each of these actions, leading to more effective brand building. In the center of the shop was a giant wooden table, 18 meters long, which functioned as information point, eating space and also products selling.

People who visited the shop could gain knowledge on dairy famers’ efforts in producing dairy products and also on advanced transport system from the miniature farm and city, were able to eat at the table, and also could purchase products stocked in the refrigerator built in the huge table.

The table was divided in two at one point. A green carpet ran between, leading to the cashier in the back, while further in the back were a kitchen and a counter where desserts were served. The former owner of the place who used to run a restaurant here had difficulties trying to attract customers to this space in the back, so to solve this problem the counter was redesigned to be a special place serving desserts.

The flagship shop was a pop-up store open only for 3 months, but had more than 110,000 visitors, creating special experience and expanding fan base of products from Hokkaido.