Tokyo Street, Pavilion Kuala Lumpur
Documentation
Tokyo Street merges the traditional elements and modern facets of Japan’s dynamic culture and
ambience. The sense of Tokyo is embodied in the precinct’s design and layout, presenting a cuttingedge yet tranquil setting for the best and most popular in Japan’s retail offerings. Located in
Pavilion Kuala Lumpur, Tokyo Street is positioned as the definitive “Tokyo” of Malaysia. The design
of Tokyo Street is conceptualised and developed by Pavilion KL Design Studio, in collaboration with
Atsunobu Maeda Architects from Japan.
Entrances
Tokyo Street is located on Level 6 of Pavilion Kuala Lumpur. The primary and secondary entrances into
the precinct reflect the convergence of both traditional and modern facets of Japanese architecture.
a) Primary Entrance
Inspired by the dynamism of contemporary Tokyo, the entrance showcases an eye-catching feature wall
with lanterns and LED lightboxes. Captivating, engaging and complementing the lively surroundings, this
wall is reminiscent of the vibrancy of Tokyo cityscape.
The Home precinct entrance, pre-renovation
Cityscape of Shibuya, Tokyo
b) Secondary Entrance
Connected to the mall via an escalator, the secondary entrance into Tokyo Street draws inspiration and
is the modern replication of the famous Senso-ji temple in Asakusa, Japan. It beckons visitors to
experience the rich culture and heritage of Japan.

Lantern
Dominating the entrance into Tokyo Street is an authentic Japanese lantern,
similar in size to the symbolic Lantern of Kaminarimon (thunder gate) of Senso-ji
Temple. The iconic lantern is imported from Japan and is crafted by the same
Senso-ji lantern craftsman.
Lantern of Kaminarimon, Senso-ji Temple, Tokyo

Torii gates
Past the giant lantern and framing the Tokyo Street asakusa lantern, visitors will
enter through the modern interpretation of the Japanese Torii gates. Primarily
placed at the entrance of Shinto shrines, at Tokyo Street, the torii gates are
made up of energy-saving LED lights.
Torii gates of Tokyo

Four-season gate
A colorful gate representing the four seasons of Japan welcomes all visitors as
they enter Tokyo Street. Each color corresponds to a specific season – cherry
blossoms (pink) for Spring, sunflower (yellow) for Summer, scarlet (red) for
Autumn, and ultramarine (blue) for Winter.
Four-season gate of Tokyo Street
Nakamise
Beyond the Asakusa lantern is rows of Nakamise. Similar to the Asakusa Nakamise-dori, the
street on the approach to Senso-ji temple, Nakamise features eclectic small shops showcasing a
host of Japanese food and merchandise. Its design elements include timber lattice for shop
façade; noren, a Japanese cloth signage for shop entrance; blade signs and lanterns for shop
signage; shoji screen-inspired doors for each shop; and similar to the Japanese Rock Garden,
pebbles are paved into concrete at each storefront. Completing the traditional Japanese street
atmosphere are barrisol ceiling and lights, mimicking the daylight ambience of the Asakusa
Nakamise-dori.
Nakamise-dori, Asakusa Tokyo
Interior of Home precinct, pre-renovation
Event Hall
A signature of Tokyo Street is the event hall, a communal area for gatherings, festivals and events
showcasing Japanese art, culture and traditions. Characterized by its roof and four lattice-covered
columns instead of walls, the hall is inspired by Kuramaekokugikan, a Sumo sports hall in Tokyo. Lights
within the event hall can be changed to four different colors corresponding to the four seasons of Japan.
F & B and Retail
Surrounding the Nakamise are a variety of Japanese F&B outlets as well as retail stores. To ensure space
continuity with the Nakamise, storefronts have similar timber lattice used to frame their entrances.
Interior Signage, Materials & Finishes
Timber lattice
Noren
Blade-Sign & Lantern
Brand Lightbox
Timber on Black Tiles
Shoji-Screen Doors
Pebble Wash concrete
Toilets
Wayfinding
To maintain visibility and drive traffic up to Tokyo Street, attractive signages are placed within other
areas of the mall.
Hotel Lobby, Level 2
Interior of Lift
Dedicated Lift Area, Level 2
Level 6
Marketing Campaign
Presentation
boards
were
developed to identify the branding
strategy of Tokyo Street.
As the definite Tokyo of Malaysia,
Tokyo Street was defined as a new
kind of destination, embracing
Japanese food, retail, arts and
culture.
The m
The management team travelled to
Japan to research and gather
inspirations from the diverse
cultural and modern attractions of
Japan.
Leasing and Merchandising
The mall’s leasing team did a retail
feasibility study to strategise for the
conversion of the precinct’s offerings.
Study indicated there was demand
for a well-planned retail space in KL. A
leasing plan was then drawn up, with
a mix comprising Japanese retail,
services and food in one precinct with
32 brands, of which 80% were new to
Malaysia.
With the key attributes and the
trade mix identified, pre-media
event to announce the new
brands were held and to build
hype to the opening date in July
2011.
The target market profile was
identified, 70% locals and 30% tourists,
synonymous with the mall’s target
market. A Japanese Manager was
brought in to share her Japanese
culture and traditions while introducing
modern innovative ideas to the target
market.
Weekly activities were held to share the Japanese culture, arts and traditions with the
visitors. Food samplings, tea ceremony, bonsai received huge response from crowd.
Monthly festivals were held to coincide
with celebrations in Japan. The expat
community was engaged actively for
workshops and demos. Tokyo Street
was home to the expat, a discovery for
the locals and a new retail experience
for the mall.
Most events
were jointly
organised by
tenant and the
Japanese
community to
raise
awareness on
Japanese
customs and
traditions.
BRANDING DEVELOPMENT
Drawing inspirations from the infamous sakura
or cherry blossom in Japan, the marketing team
developed a marketing campaign based on the
essence of Japan.
The key guide was translated into
promotional leaflets, gifts and box
packaging which is unique to
Japan’s culture.
CEO Retail Joyce Yap (centre) and the Management staff of Pavilion KL and tenants wears
Japanese Yukata on special events to reinforce the Japanese cultural experience.
Below : Pavilion KL Deputy Chairman, Datin Cindy Lim (in red kimono) together with the
CEO Retail and Japanese friends posing for a photograph at the signature Asakusa lantern,
clad in kimonos, to promote traditional dressing amongst visitors.
Below