Following on the heels of the Ustream studio opened up last year, the mega popular Japanese video sharing site NicoNico Douga have just opened their own studio building headquarters in the heart of Harajuku. The building houses a first floor studio, a second floor cafe also with a live studio area and a third floor original goods shop.
The ground floor, closed off to the public, will be the main broadcasting location for the web channel, but the second floor 2525 cafe (2 and 5 being “ni” and “go” in Japanese) will also host regular events broadcasting directly from a small booth within the room for the public to watch.
Bound to be an attractive spot with the manga and anime crowds, the menu plays on some of the more popular regular programs on their channel. One of the more bizarre concoctions being the “Forest Fairy”, named after a character in the popular “Big Brother” series, made from a protein powder and banana mix. The staff are also dressed in a similar anime style although not quite as over the top as a traditional akihabara maid cafe for example.
There are also plenty of the stuffed mascot “Terebi Chan” lying around on the sofas to cuddle up to and some One Piece “gachapon” dispensers containing a variety of original items. The third floor shop also has a huge array of original goods ranging from Niconico fermented natto beans to Niconico umbrellas. The very cheery staff didn’t seem to mind the constant theme tune being played over and over in the shop either! The walls host some of the more famous anime designers signatures and there are a few special items on display that inspired various anime episodes.
The trend for online digital brands to open up physical third spaces is beginning to gain traction in Japan now. The spaces successfully act as a venue for fans to be drawn together and be drawn into the brand on an extra level. The cafe is located in Harakjuku and open from 11am-8pm.
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