Revealing the Methodology Behind "Sky Circus," Which Expands Panoramic Experiences.

How was the 'SKY CIRCUS Sunshine 60 Observatory,' fully renovated and reopened after three years of planning, created? Continuing from Part 1, Makoto Teramoto of Dentsu Inc.'s Creative Planning Division 4 explains.

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Expanding the Viewing Experience: "Sky Circus"

From a "viewing-only observatory" to an "experiential observatory." Sky Circus aimed to "expand the viewing experience." We believed an observatory shouldn't just be about looking out the windows; it should also be about imagining and deriving experiences from that view, and even enjoying the entire sky itself. This approach should broaden the range of sensations experienced.
In other words, designing experiences felt through all five senses. For instance, when we feel moved, we unconsciously engage all our senses. Take fireworks: we don't just see the blooming displays. Simultaneously, we hear the echoes with our ears and feel the vibrations in our stomachs. The slightly warmed air, along with the warmth of holding her hand in her yukata, all contribute to the emotion.

What our consortium designed was a "viewing experience enjoyed through the five senses." This involved developing the technology and providing the art direction for the worldview.

Technology Development for Enjoying Views with All Five Senses

"What could you experience if you could enjoy the view while flying through the sky?" Thrills, surprises, exhilaration—things that were once just imagined while looking at the view can now be experienced using VR (Virtual Reality).

We developed VR attractions like "TOKYO Bullet Flight," a virtual tour of future Tokyo where you're launched like a human cannonball from the Sunshine 60 Observatory window, and "Swing Coaster," where four players swing through the Ikebukuro sky on swing-type coasters, each on a different course, moving to a jazz beat. Among these, TOKYO Bullet Flight—with its VR visuals, hydraulically controlled cannon, and fully synchronized wind effects—has been incredibly popular thanks to your support, running nearly at full capacity since opening.

This year is often called the dawn of VR, and while several VR attractions have emerged, we developed this not merely as an attraction, but as a new way to enjoy the views from Sky Circus, our new observation deck.

Next to it is "Sky Party," where you can experience controlling clouds, lightning, and wind, just like X-MEN's Storm or Pikachu. This system uses sensors to detect a person's movements, generating clouds and storms around their head and body. It's an interactive 3D AR (Augmented Reality) device designed not just for solo enjoyment, but for creating memories by moving and playing together with companions, family, or friends.

Furthermore, there's the "Sky Trampoline" (jumping together with several people really gets the excitement going), where you can experience flying over clouds and soaring through the skies of Japan. And then there's "Infinite Scape," offering a fantastical experience of walking through a beautiful kaleidoscope world (several different worlds are available, each stunningly beautiful. Plus, dynamic presentations featuring impressive 4K visuals and surround sound are prepared somewhere).

Furthermore, each area features sound design tailored to its unique atmosphere.

Collaboration with Universities

Popular collaborations with universities possessing advanced technology and proven track records, facilitated by Nomura Kogei's extensive network, are also featured. Notable examples include "Kaleidoscope 60" (a wall embedded with diverse kaleidoscopes revealing small, beautiful worlds), created in collaboration with the Yamazaki Minori Laboratory at Joshibi University of Art and Design; "Asoburella NEXT" with Osaka University; and "Wonder Mirror" with Meiji University—all delivering interactive viewing experiences brimming with surprise and delight.

Total Art Direction

To immerse visitors in the world of "Sky Circus" and provide lasting memories, we handle the art direction for all visuals—including installations, souvenir goods, staff uniforms, social media outreach, and graphics.

The uniforms feature a refreshing design adorned with the logo to welcome guests. We believe that souvenirs are not only mementos, but also "advertisements" that allow guests to convey the appeal of Sky Circus to their friends and family. Incidentally, the most popular item is an assortment set featuring Lehmann chocolates, which are also served on airlines.

A place you'll want to visit again and again

The observatory is a permanent fixture. We have created an experience that makes you want to come back again and again, with new discoveries every time you visit, different atmospheres depending on the time of day or night, seasonal changes, and experiences that vary from person to person.

In fact, what I have talked about here is only a small part of Sky Circus. Each piece of content is completed when visitors experience it for themselves while enjoying the view from the observatory.

The Sky Circus Sunshine 60 Observatory is located in the center of Ikebukuro and is also a landmark of the city. We believe that this renewal will create a new business model for the observatory and also contribute to the revitalization of Ikebukuro.

If you have the time, please visit the Sky Circus Sunshine 60 Observatory. We look forward to welcoming you.