Project Summary
- A branding and experience design project for PM Sounds, a music bar located in Sanjo Kawaramachi, Kyoto.
- Rooted in the owner’s vision for a second career centered on music, the project integrates space, graphic design, and operational philosophy.
- A sound-centered brand concept built around high-fidelity speakers, designed with future behavior and long-term use in mind.
- A project spanning both launch and operation, bridging 0→1 creation and 1→n growth.
- Rooted in the owner’s vision for a second career centered on music, the project integrates space, graphic design, and operational philosophy.
- A sound-centered brand concept built around high-fidelity speakers, designed with future behavior and long-term use in mind.
- A project spanning both launch and operation, bridging 0→1 creation and 1→n growth.
About
- PM Sounds began through an introduction that led to an initial consultation regarding interior improvement.
- Through continued dialogue, the project evolved into a comprehensive design effort encompassing space, concept, and operational thinking.
- The owner is an audio enthusiast who collected records during his years working in the United States.
- Prior to opening, we experienced the sound system firsthand at the owner’s home, establishing the speakers as the core of the spatial concept.
- In collaboration with an architect, the space was designed to maximize existing conditions while carefully controlling costs.
- Located in Sanjo Kawaramachi, an area frequented by international visitors, the bar was conceived as a place where travelers could naturally encounter music.
- Leveraging the owner’s fluency in English, the project focused on creating an open and welcoming experience for overseas guests.
- Inspired by the owner’s name, Tonegawa, the concept “tone up your life with music” was defined as the guiding philosophy.
- The name PM Sounds was adopted with permission from an existing record shop in Los Angeles that the owner frequented during his time abroad.
- The project also became an opportunity to rediscover the depth and shared value of music as an experience.
- Through continued dialogue, the project evolved into a comprehensive design effort encompassing space, concept, and operational thinking.
- The owner is an audio enthusiast who collected records during his years working in the United States.
- Prior to opening, we experienced the sound system firsthand at the owner’s home, establishing the speakers as the core of the spatial concept.
- In collaboration with an architect, the space was designed to maximize existing conditions while carefully controlling costs.
- Located in Sanjo Kawaramachi, an area frequented by international visitors, the bar was conceived as a place where travelers could naturally encounter music.
- Leveraging the owner’s fluency in English, the project focused on creating an open and welcoming experience for overseas guests.
- Inspired by the owner’s name, Tonegawa, the concept “tone up your life with music” was defined as the guiding philosophy.
- The name PM Sounds was adopted with permission from an existing record shop in Los Angeles that the owner frequented during his time abroad.
- The project also became an opportunity to rediscover the depth and shared value of music as an experience.
Outputs
Branding / Identity
- Design of the PM Sounds logo.
- Design of bilingual business cards and shop cards.
- Development of foundational graphic elements defining the brand tone.
Graphic / Spatial Design
- Interior graphics and decorative elements within the bar.
- Symbolic graphic details supporting the overall experience.
- Custom floor mat design referencing the original PM Sounds signage in Los Angeles.
- Design of exterior signage and A-frame signs.
Menu / Printed Tools
- Planning and design of the drink menu.
- Inclusion of a dedicated page explaining the brand concept within the menu.
- Information design that supports understanding, particularly for international guests.
- Design and production of original coasters.
Web / Digital
- Planning, design, and development of the official website.
- Intentional creation of a website to build trust with a more mature audience segment.
Movie / Content
- Planning and filming of a promotional video.
- Visual expression conveying the atmosphere, sound, and philosophy of the bar.
- Design of the PM Sounds logo.
- Design of bilingual business cards and shop cards.
- Development of foundational graphic elements defining the brand tone.
Graphic / Spatial Design
- Interior graphics and decorative elements within the bar.
- Symbolic graphic details supporting the overall experience.
- Custom floor mat design referencing the original PM Sounds signage in Los Angeles.
- Design of exterior signage and A-frame signs.
Menu / Printed Tools
- Planning and design of the drink menu.
- Inclusion of a dedicated page explaining the brand concept within the menu.
- Information design that supports understanding, particularly for international guests.
- Design and production of original coasters.
Web / Digital
- Planning, design, and development of the official website.
- Intentional creation of a website to build trust with a more mature audience segment.
Movie / Content
- Planning and filming of a promotional video.
- Visual expression conveying the atmosphere, sound, and philosophy of the bar.
Operation & Outcome
- Comparative research through visits to music bars across Japan.
- Social media operations were initially delegated to an external partner, allowing focus on experience design.
- Content creation was gradually handled by our team, followed by a transition to a client-led operation.
- More than 90% of guests being international visitors after opening.
- Strong Google reviews contributing to consistent organic customer flow without active advertising.
- Business stabilization and incorporation approximately two years after launch.
- Social media operations were initially delegated to an external partner, allowing focus on experience design.
- Content creation was gradually handled by our team, followed by a transition to a client-led operation.
- More than 90% of guests being international visitors after opening.
- Strong Google reviews contributing to consistent organic customer flow without active advertising.
- Business stabilization and incorporation approximately two years after launch.
Design Approach
- A strong emphasis on experiencing appropriate reference spaces with clients during the early stages of each project.
- For PM Sounds, the initial meeting was held at Ace Hotel Kyoto, serving as a shared reference for spatial quality and atmosphere.
- A process in which decisions are informed by firsthand spatial experience, rather than abstract discussion alone.
- An approach that prioritizes shared experience before form-making.
- A methodology that begins with people, place, and context, and looks beyond completion toward future behavior and growth.
- For PM Sounds, the initial meeting was held at Ace Hotel Kyoto, serving as a shared reference for spatial quality and atmosphere.
- A process in which decisions are informed by firsthand spatial experience, rather than abstract discussion alone.
- An approach that prioritizes shared experience before form-making.
- A methodology that begins with people, place, and context, and looks beyond completion toward future behavior and growth.
Positioning
- An experience-driven branding project integrating music, space, graphics, and operation.
- A case study representing Elephant Plus’s approach to designing behavior and long-term use, rather than static form.
- A case study representing Elephant Plus’s approach to designing behavior and long-term use, rather than static form.
Interior Design: CONTE First-Class Architect Office
Interior Construction: Kukunoya Inc.
Collaborating Partner: 80&Company Inc.
