ABOUT NEWSKOOL
NEWSKOOL turns
urban night culture into city assets
that can be operated, invested in,
and shared as public value.
Starting from the night, we read how a place could be used, put together the partners and the money, create the experience, and run it on the night itself. These are usually commissioned separately; our work is to design them as one.
We work mainly with developers, railway companies, hotels and commercial facilities. From redevelopment areas, mixed-use complexes and residences to city streets and parks, we have made nights that raise the value of a place in Tokyo, Osaka and Ho Chi Minh City.
CULTUREMuseums and commercial facilities
HOTELHotels and stays
PARKParks and plazas
HERITAGETemples and cultural heritage
HOMEHomes and everyday life
VENUESWhole areas and streets
NATURENature and great views
MARKETNight marketsVISION
A world where people laugh a lot, meet new ideas,
and fall asleep with energy for tomorrow.
MISSION
Creating nights everyone can enjoy.
NIGHTTIME ECONOMY
What is the nighttime economy?
The nighttime economy is everything a city does between sunset and morning. It is not only about drinking and entertainment: tourism and food, culture, transport, housing, education, real estate, the environment, safety and disaster readiness, and policy all have a night side.
The night holds three values: an economy where people spend on experiences (nighttime economy), a culture where new lifestyles and trends are born (night culture), and a social life where people meet beyond their daytime titles (night socializing). Each feeds the others, and together they make a city attractive and valuable.
The night also sits next to noise and safety concerns, and one lively evening alone doesn't add value to a city. We build the way a place is run and its rules with the same passion as the experience, and we keep the voices from the ground, the numbers, and what numbers cannot show. That is how a night becomes an asset: one that can keep being operated, that investors can judge, and that also belongs to everyone in the city. To us, that is what creating nights everyone can enjoy means.
BUSINESS ACTIVITIES
From the first idea to the night itself.
We come in from the master-planning stage of a development and read what a place could do at night. We build the partnerships and the business, down to how it is funded and how it pays back, and how it feeds into the value of the area or the property. How the money works is part of the creative work too.
- Concept
- partners
- budget
- grants & sponsors
We create reasons for people to keep coming back. We decide what people will experience and how they hear about it, and work with spatial designers and artists to design how the area or building is actually used.
- Programme
- content
- space
- PR & marketing
We run it ourselves: staff, safety and neighbours, and reviewing afterwards, improving as we go until the space is worth more.
- Ops plan
- directors & staff
- review
We advise developers, facilities and cities on night strategy, drawing on research and cases from Japan and abroad.
- Research
- night strategy for areas & facilities
- workshops
CLIENTS / PARTNER
CASE STUDY
NIGHT PARK & PLAYGROUND YURAKUCHO
In a Tokyo office district through summer after scorching summer, can we make an outdoor night space you never want to leave?
Shibuya Nightlife Guide
How can visitors from abroad find the hottest night in Shibuya, tonight?
NightPark Saigon Season 2
What would an outdoor space look like that makes rainy days something to enjoy?
Greater Shinagawa At 7 PM
Can we offer a quality way to spend the evening that does not depend on tenants?
A庵 余白
Where you cannot build, how do you offer the finest Japanese cultural experience in a breathtaking landscape?
demo!play NOODLE
After the Expo, what vision for Osaka is not a second-hand Tokyo?
VALUES
Before answering a brief, we ask questions about the night of that place: its history, its people, cases from around the world. Good projects start from good questions.
Space, content, communication, finance, operations. Improving just one does not change the night. Tied together into one experience, a place becomes worth many times more.
We don't copy templates. Light works that make you stop without meaning to; a park you want to visit on rainy days. We create reasons that belong to one place only.
Nights are made by the people building scenes on the ground. Out of respect for them, we put operations above everything: we run it ourselves, improve it day by day, show the numbers, and see it through until the value of the place goes up.
We bring works and urban know-how from abroad to Japan, and take Japanese ways to cities overseas — seeing the world while knowing the night of our own streets best.
Owners, makers, neighbours, and the people who come. No single company can make a night, so we make everyone involved part of the team. Like the end credits of a film, we want everyone to be glad they were part of it.
MESSAGE
I love the night. Talking with family and friends, working on yourself alone, bringing fun and safety to someone else — right now, people all over the world are enjoying the night in their own way.
As life stages change and what people love grows more diverse, we want to offer places that fit just right, keep neighbourhoods safe and at ease, and take on new challenges with people who want to use their money and time to make society better. Through all of this, we want to make the night — half of our lives — an even more wonderful time.
Laughing a lot, meeting new ideas, and falling asleep with energy for tomorrow — we aim to be a night design company that makes more nights like that.
Yoshihito Kamada, Representative, NEWSKOOL LLC
FAQ
Frequently asked questions
What does NEWSKOOL do?
We are a business design company that turns urban night culture into city assets that can be operated, invested in and shared as public value. Starting from the night, we read how a place could be used, put together the partners and the money, create the experience and run it. We work mainly with developers, railway companies, hotels and commercial facilities.
What is the nighttime economy?
Everything a city does between sunset and morning. Beyond food and entertainment, tourism, culture, transport, housing, real estate and safety all have a night side. The night holds three values: an economy of experiences, a place where new culture is born, and social life beyond daytime titles.
How are you different from an event company?
Rather than only making one great night, we design how the value of a place rises when events are held there a hundred times. We design the concept, partners, funding, experience, operation and review as one.
What kinds of places do you work on?
Any kind: streets and plazas in redevelopment areas, mixed-use complexes, hotels, residences, parks, temples and heritage sites, and natural landscapes.
At what stage can we talk to you?
For development projects, we join from the master-planning stage. Most projects that come to NEWSKOOL do not have fixed requirements yet. Whether you want to start a business that draws people at night, rethink what the place should become, or create an experience no one has seen yet, you can come to us at any stage.
Can we ask for planning or operations only?
Yes. We can take on any of our four areas — business design, planning & communication design, operations, and advice. More and more clients ask us to run the night for a plan that is already set, and a dedicated operations service is coming soon.
Where do you work?
Mainly Tokyo, as well as Osaka, Sendai, Hiroshima, Fukuoka, Hokkaido, Ho Chi Minh City and Singapore. Wherever you are, get in touch.
COMPANY PROFILE
| Company | NEWSKOOL LLC |
|---|---|
| Founded | September 2018 |
| Representative | Yoshihito Kamada |
| Business | Night design (consulting, business design, planning and development, operations) |
| Head office | Gohongi, Meguro-ku, Tokyo |
| Bank | Mizuho Bank, Japan Finance Corporation |