JR-Cross to open first permanent brand experience store at Gransta Tokyo

JR-Cross and DNP (Dai Nippon Printing) will launch the first permanent location of ‘&found’, a brand experience store, at Gransta Tokyo this winter. The store is designed to bridge the gap between companies and consumers within the high-traffic environment of JR East’s Tokyo Station.

By combining JR-Cross’s physical station touchpoints with DNP’s expertise in customer experience design and data analysis, the store allows visitors to sample products and services to deepen their understanding of various brands. For participating companies, the initiative provides a platform to expand brand awareness and collect real-world consumer feedback for product development and marketing strategies. Previous pilot programs saw approximately 47,500 visitors and achieved high engagement, including one instance where coupon usage reached approximately 95 percent.