ABOUT     WORK

brand localization

In Q4 of 2012 VICE MEDIA LLC approached us with a request. They were having difficulties finding an appropriate building in Central Tokyo to move their newly established Japan Team into and needed our help.

The requirements for their Japan HQ were as follows -

• Strategically located in a central area within the 23 wards of Greater Tokyo
  
  
• A building reflective of VICE MEDIA's Brooklyn HQ (a Monochrome warehouse located in Williamsburg)
  
  
• The ability to accomodate company growth

We began by pinpointing 4 districts regarded as distinct units because of their particular characteristics.

1. Shibuya
2. Nakameguro
3. Aoyama
4. Jingumae

Based on our extensive past Real Estate experience in Tokyo we already had established relationships with Japanese Brokers and were able to quickly connect with a number of Real Estate Agents local to the 4 districts. Our next step was to find existing spaces within these districts that could accomodate VICE MEDIA JAPAN

Over the course of the next 6 months we inspected multiple properties before settling on three buildings and advised VICE MEDIA NYC to put Lease Applications on them.

One particular building stood out. It was located in Jingumae, a neighborhood next to Jingu Gaen Station, a stop on a newly built subway line called the Fukutoshin linking Shinjuku to Shibuya, Nakameguro and Yokohama (all strategic cultural Tokyo hubs)

Jingumae Strategic Positioning Points of Interest -

• Spiritual Foundations - built around 明治神宮 Meiji Jingū a Shinto Shrine in close proximity to Harajuku Station - Magic happens here.
  
  
• 2020 Tokyo Olympics - close proximity to Sendagaya Station andMeiji Jingu Station both are important transport links for the upcoming Tokyo Olympics
  
  
• Ura Harajuku - Famous Japanese Street Brands built their Foundations here during the bubble years of the late 1980s - Jun Takahashis Undercover, Nigos A Bathing Ape, Shinsuke TakizawasNeighborhood, Tets W-Taps and more.

After 6 months we had arrived at the final (and arguably the most important) part of our Brand Localization - advising VICE MEDIA JAPAN on the following -

1. Lease Application
2. Broker Negotiation
3. Agent Negotiation
4. Landlord Negotiation

This crucial 4 Step Process took approx 60 days (2 months)

The Lease Contract for the Jingumae building was approved and VICE MEDIA JAPAN moved into their first ever Japan HQ in August of 2013

From briefing, inspection, negotiation, to confirmation of contract we delivered on time and within budget.