CBRE (Japan headquarters: Marunouchi, Chiyoda-ku, Tokyo) announced a partnership with Tokyo-based Street Vision (headquarters: Minami-Aoyama, Minato-ku, Tokyo) for a new Advertising and Property Marketing platform that reinvents the window spaces of vacant commercial buildings. Co-led by two veterans of the Japan real estate market, James Harvey, head of PropTech Solutions for CBRE Japan, and Mark Jones, CBRE Japan’s CFO, Windows Projection Marketing (WPM) capitalizes on underutilized windows in commercial and retail properties.

WPM combines the latest in Street Vision’s projection mapping technology, experience in innovative content creation, and the team’s broad network of global brands with CBRE’s vast real estate network and expertise to create large, immersive displays that fill windows in strategic retail locations. Whether marketing properties or monetizing unused space through third-party advertising sourced and managed by Street Vision, using state-of-the-art digital projection technology opens creative marketing doors by filling blank window.

“The application of this technology through our wide real estate network enables us to close leases more quickly and monetize empty retail and office spaces during periods of vacancy.” said Jones. “We believe this will be a real game-changer for our clients in Japan.”

The first project to benefit from WPM is Minami-Aoyama 5-Chome Project (MA5), situated in the centre of Aoyama, close to the intersection of Omotesando, Aoyama-dori and Miyuki-dori streets, and is adjacent to the Spiral building, which is one of architect Fumihiko Maki's most famous works. MA5 celebrated its grand opening on 5 September 2022 with a successful completion ceremony. The WPM experience will commence on 1 December 2022 and will remain operational between the hours of 7am and 12am.

“The team and I are delighted to launch such a beneficial new service for our clients” said CBRE’s Head of Retail, Masashi Okumura. “WPM will allow us to market retail spaces to a much wider audience, shorten periods of vacancy, and provide unique advertising opportunities to our Landlord clients.”

CBRE and Street Vision will also soon deploy WPM at other key locations in central Tokyo, with announcements to follow.

A live example of WPM at MA5 in Minami-Aoyama, Tokyo – 30 Nov 2022

“Street Vision is proud to collaborate with CBRE to provide innovative video and interactive content for Class A retail window- fronts in Japan’s premier locations,” said Street Vision CEO and co-founder, Peter Williams. “Members of our extensive network of media, advertising partners and global brands are eager to put their messages in front of consumers. By combining the best locations, the latest technology and fabulous creative content we have all the ingredients to establish a world class DOOH (Digital Out-Of-Home) network that will serve trailblazing advertisers and their creative teams for years to come.”

CBRE’s partnership with Street Vision and adoption of WPM reaffirms the global firm’s strong commitment to exploring and implementing the very latest technologies and creative approaches for their clients. Providing external advertising opportunities in high footfall areas at no extra cost to the client is unprecedented in the market, and CBRE’s goal is both to reduce the period that properties remain empty, while introducing new revenue streams for their clients.

“CBRE has built a strong reputation in Japan as a market leader in commercial property marketing, and our strategic partnership with Street Vision underscores our commitment to delivering the most innovative, disruptive and value-driven solutions for our clients.” said Harvey. “WPM is the first of many exciting new products and services we are developing specifically for our clients in Japan.”