Ginzakōka, The Luxury Collection Tokyo
Client: TOBU Railways Co. Ltd. – Tokyo, Japan
Year: 2025
Client brief
Create “a breakthrough”
From the outset, the client’s brief was to create “a new-style” – a breakthrough – in the hotel concept and branding. Ginza, long a crossroads where global innovation met traditional Japanese culture, has always symbolized modernity and progress.
Our response was to translate that spirit into a new kind of luxury identity—one rooted in deep market research yet pushing the boundaries of traditional interpretation of Japanese aesthetics and luxury.
Who is Normal .
Normal . is a preferred branding agency of Marriott International in Asia Pacific and was tasked to develop the Brand Identity and Brand Experience for the proposed Luxury Collection hotel in Ginza, Tokyo.
The Luxury Collection, a renowned brand within the Marriott’s Luxury Division, represents an exquisite collection of hotels that “Define the Destination“. Each property in the collection stands for a unique expression of local culture and timeless elegance, carefully curated to provide unforgettable experiences.
The proposed, new Ginza property, situated in Tokyo’s most iconic and premium district, embodies the brand’s commitment to offering authentic luxury rooted in history and exceptional service.
Ginza Glamour. A New Fusion.
The Big Idea, A Normal . Proprietary Framework
Ginzakōka is not just a luxury hotel—it is an entry point into Ginza’s ever-evolving spirit. Unlike traditional interpretations of Japanese luxury, which lean toward restrained minimalism in both the look and experience, Ginzakōka embraces The Luxury Collection’s philosophy of expressive, culturally immersive luxury. The Big Idea, “Ginza Glamour. A New Fusion.” reflects Ginza’s dual identity—steeped in its legacy yet always reinventing itself. Ginzakōka embodies this tension by curating an experience that is at once timeless and cutting-edge, sophisticated yet bold, intimate yet culturally charged.
Ginzakōka
ギンザコウカ
The name Ginzakōka (ギンザコウカ) embodies the spirit of breakthrough, drawing from Kōka (光華) which directly translates to radiant beauty. The name is a testament to the Big Idea, Ginza Glamour. A new Fusion.
Prefixing the name with “Ginza” ensures instant recognition of the prestigious location, while “Kōka” points to Ginza’s role in modern history as a beacon of bright future through modernisation, transformation and blossoming.
This unmistakably strong Japanese name adds cultural depth and storytelling.
“Dusk to Dawn”
Ginzakōka visual identity reflects the ever-evolving brand vision and adopts “Motion Design”, rather than static images. The constantly transforming motion-we called “Dusk to Dawn”-was inspired by our late nights and early mornings in Ginza
Motion design is anything that moves outside of the realm of cinematography. It is used either in ambient formats on screens, or on devices. Using motion design in Ginzakōka visual identity is a key element for relevance for the future of brand design.
Seven-Stages of Guest Journey
A Normal . Proprietary Framework
At Ginzakōka, luxury is not just about physicals paces—it is an orchestrated journey that unfolds across seven key touchpoints, starting from Arrival, Welcome spaces through Social and Wellbeing space to Departure. Each stage is anchored by Signature Spaces & Elements that translate the brand promise into tangible experiences—whether it’s The Sake Bar, The Lacquerware Bathroom Amenity Box, or Wellness Journey of Elements.
Ginzakōka, is not just another luxury hotel in Ginza—it is a redefinition of what modern luxury means in one of the world’s most iconic districts. The brand is inspired by “Ginza Glamour. A New Fusion.”, an ethos that captures the district’s ever-evolving identity as a bridge between heritage and cutting-edge. Here, guests don’t just witness Ginza’s vibrant energy; they become part of its cultural and social fabric.
Jinou Park, Founder of Normal .
「ギンザコウカ」は、銀座にまた新たに誕生するありきたりのラグジュアリーホテルではありません。世界で最も象徴的な地区の一つで現代のラグジュアリーが何を意味するのかを我々は再定義します。その本質を支えるのが「銀座グラマー・新しいフュージョン」という理念。それは銀座が持つ伝統と最先端の革新が交差し進化し続けるエネルギーを体現するというものです。ゲストは銀座の魅力的な活気を外野で観賞するのではなく、その中心で文化や社会の一部として深く関わりながら、洗練された体験を享受するでしょう。
Normal . 