Pullman Tokyo Tamachi

Project scope
Naming, Branding, Copywriting, Translation, Photography, Video, Graphic Design, Event Management, PR, Social Media

AccorHotels was opening their first high-end Pullman brand hotel in Japan. They asked Paradigm for help naming and branding the hotel’s two F&B outlets. We also event managed a very successful grand opening of the hotel and are now retained as their creative and PR agency in Japan.

What’s in a name?

We were told the restaurant would offer freshly prepared Mediterranean-style dishes with a Japanese twist, so we needed to find a unique name that would work well across those diverse cuisines. Following thorough market research and the presentation of a number of possible candidates, the name Kasa was chosen.

Kasa, the word for umbrella in Japanese, was an apt choice as the interior decor of the restaurant is inspired by the famous kabuki play Sukeroku, who’s titular lead character always carries an umbrella. And the phonetic equivalent casa, meaning home in Italian, Spanish, and Portuguese, worked well to communicate the Mediterranean aspect.

From the ninth floor of the hotel, the stylish rooftop bar overlooks Tokyo’s iconic Yamanote line, the Shinkansen, and a number of other rail tracks below. Pullman’s historic connection to rail transport, and the hotel’s close proximity to Tamachi Station, led us to name the bar Platform 9.

Once the names were in place, we developed unique, stylish identities for each outlet, as well as a wide range of collateral and brand-application guidelines.

Let’s get the party started

On October 4th, we welcomed some 500 guests — from business, media, art, and culture — to the grand opening party. They enjoyed an incredible night of food, entertainment, and art. Pullman Hotels has a serious commitment to embracing exciting new artists as part of their Artnight events. Working with Daniel Rosen and his team at TokyoDex, the renowned artistic duo, WHOLE9, was commissioned to paint an attention-grabbing mural on one of the main walls of Platform 9 during the party.

Press and social media coverage beat the client’s expectations and helped place Pullman Tokyo Tamachi firmly among Tokyo’s best new hotels.

To all the Paradigm team — Thank you! You have wowed them!

Everyone has had nothing but great feedback from the opening party last night! Thank you so much for all you have managed to do under quite a challenging schedule. We look forward to continuing working with you on many exciting projects in the future.

Darren Morrish
General Manager
Pullman Tokyo Tamachi

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