New Nighttime Program "Greater Shinagawa At 7 PM" Launches Across Greater Shinagawa Area to Redefine Evening Experiences

○ JR East Group is advancing urban development initiatives across the Greater Shinagawa area, stretching from Hamamatsucho Station to Oimachi Station, aiming to enhance regional value. As part of this initiative, a community-driven nighttime program titled "Greater Shinagawa At 7 PM" (planned and produced by NEWSKOOL Co., Ltd.) has been conceived and curated. This collaborative urban program combines diverse locations, unique content, and local hosts to add new vibrancy to the daily lives of those who work, live, and play in the area.

○ Unlike conventional programs centered on location or theme, "Greater Shinagawa At 7 PM" is designed around "time" as its core concept. Diverse 90-minute experiences begin simultaneously at 7 PM across various spots within the Greater Shinagawa area, creating a loosely connected network of evening activities. This initiative proposes a new model for urban nightlife—connected not by place, but by shared timing.

○ Leveraging JR East Group's diverse assets—including stations, plazas, commercial facilities, and waterfront spaces—the program offers approximately 90-minute experiences led by expert hosts, centered on personal interests such as yoga, reading, wine tasting, and urban walking. Each experience is designed to organically foster human connections through shared hobbies and interests, expanding the possibilities for enriching evening lifestyles within the city.

1. About "Greater Shinagawa At 7 PM"—A Nighttime Program for the Greater Shinagawa Area

"Greater Shinagawa At 7 PM" (planned and produced by NEWSKOOL Co., Ltd.) is a nighttime program utilizing diverse JR East Group assets—including stations, plazas, commercial facilities, and waterfront areas—across the Greater Shinagawa region. Designed to encourage evening stays and exploration on weekday nights, the program offers accessible 90-minute experiences after work. Multiple programs will run on different weekdays, broadening the range of evening activities available in the area. By enabling local stakeholders to lead the planning and execution of events, the initiative aims to highlight the region’s diverse charms and promote area-wide visitation and circulation beyond individual facilities. During this trial period, data on participation, visitor flow, and movement patterns will be analyzed to create new value for weekday evenings in the Greater Shinagawa area and lay the foundation for a sustainable, long-term service.

2. Program Overview

(1) Program Name

Greater Shinagawa At 7 PM

※ Planning and Production: NEWSKOOL Co., Ltd. Support: EVEKI Co., Ltd.

(2) Trial Period

July 7, 2026 (Tue) – July 27, 2026 (Mon)

※ Specific event dates vary by program.

※ Events are primarily scheduled on weekdays (Tue–Thu) starting around 7 PM.

※ Events may be altered or canceled due to weather or operational reasons.

(3) Target Area (Main Expected Venues)

Greater Shinagawa Area: Surrounding Hamamatsucho Station (Takeshiba), Tamachi Station, Takanawa Gateway Station, Shinagawa Station, and Oimachi Station

※ Specific venues vary by program.

※ Venues may change based on coordination with facilities and shops.

(4) How to Participate

Participation requires advance registration via the dedicated website. Please select your preferred program and sign up.

Registration Website

https://at7pm-tokyo.com/ (website)

※ Registration closes once capacity is reached.

※ Please check individual program pages for participation requirements, what to bring, and rain plans.

※ The exact meeting location will be emailed upon registration confirmation.

(5) Participation Fees

Single Ticket: 2,500 JPY per session

Mini Pass: 4,000 JPY for 2 sessions per month ※ Choose any two sessions per month

※ Food and drink, facility usage fees, admission fees, rental fees, etc., may be charged separately depending on the content. Please confirm on each program page.

※ Prices and content are subject to change.

3. Scheduled Programs

Multiple 90-minute programs, designed for easy participation on weekday evenings, will be offered.

(1) WELLNESS

1. Tokyo City Night Run – Running through the night streets of Tokyo

A nighttime running event starting from Takanawa, inviting participants to enjoy the cityscape of Tokyo after work. Run together toward Tokyo Tower while chatting, then unwind with coffee and conversation.

2. Recovery Yoga – Unwind your mind and body in front of the station. Recovery yoga for working professionals

Transform your post-work hours into quality recovery time, not just exercise. Enjoy a new urban wellness experience with soothing sounds in an open grassy plaza, designed to support city living.

3. First Belly Dance – A beginner-friendly belly dance experience to gently release stiff bodies

A session to gently release physical tension accumulated during daily work and life. Begin with breathing and body alignment incorporating yoga and Pilates, then enjoy basic belly dance movements at your own pace.

4. Tokyo Bay Hula Night – Feel the spirit of Hawaii under the night lights of Tokyo Bay

A pop-up hula dance class by Ke'alapua Hula Studio, popular in Oimachi. Immerse yourself in Hawaiian music, gently loosen your body, and enjoy a relaxed introduction to basic hula movements.

(2) SOCIAL

1. Yokocho Hop! – A bar-hopping tour with "Moka" (a popular foodstagrammer) to discover Oimachi’s fun nightlife

A post-work drinking tour around Oimachi hosted by Moka, a foodstagrammer who works as an office worker. Visit traditional izakayas and hidden gems not found in guidebooks.

2. Admin Night – Tackle creative leftovers with the comfort of coffee

Invoice processing, email sorting, portfolio updates... Tasks you might procrastinate on alone become easier together. Tackle them in good company, with the host serving the "perfect cup" during breaks.

(3) CULTURE

1. After-hours City Walk – Night photo session connecting people through city walks and photography

Led by a photographer host, explore selected night spots in Takanawa and take profile photos of fellow participants. This photo-communication event invites you to enjoy the atmosphere of the Greater Shinagawa nightscape. All are welcome—DSLRs, film cameras, or smartphones.

2. Soleic Wine Night – A wine-tasting gathering to discover stories behind the bottles

An evening gathering to enjoy wines directly sourced from Soleic Wine, a small European winery known for producing locally beloved wines. Listen to stories from the importer about why these wines were selected, where they’re from, who makes them, and how they’re enjoyed locally. Taste exclusive wines and connect through conversation.

3. Downtempo Reading Night – Immerse yourself in reading and music at a night park

A reading event held in a park plaza with a gentle breeze, featuring minimal techno/downtempo music. Dive into books selected by the mobile bookstore BOOK TRUCK. Try your luck with a book gacha for a serendipitous discovery.

※ BOOK TRUCK: A flexible mobile bookstore that adapts its inventory and format to each location—parks, station plazas, outdoor events—selling new books, used books, foreign-language books, little presses, and lifestyle goods.

※ The above programs are tentative and subject to change in content or venue.

[Reference] Overview of the Greater Shinagawa Area

The Greater Shinagawa Area is poised for significant growth as a "Global Business Gateway" for Tokyo, supported by enhanced transportation infrastructure including Haneda Airport’s international expansion, the Linear Chuo Shinkansen, and the Haneda Access Line/Tokoyamato Route.

JR East Group is driving a chain of "station-and-town integrated developments" in this region, co-creating with stakeholders to build a forward-looking urban area rich in new value and appeal.

The Group is also advancing LX (Lifestyle Transformation) by evolving "Suica" into a lifestyle device, expanding its functionality with seamless ticketing and data-driven recommendations, aiming to realize seamless mobility and daily life through a single "Suica ID number."

Positioning the Greater Shinagawa Area not merely as a collection of station developments (points), but as an advanced urban zone where business, living, culture, and tourism converge, JR East Group aims to foster urban innovation. By positioning Suica as the city’s digital foundation, the Group is working to create new urban values, including a three-dimensional MaaS (Mobility as a Service) concept that redefines the future of mobility.

Previous Press Releases

(October 8, 2024) "Urban Development Plan for the Oimachi Station Area (provisional name)"

https://www.jreast.co.jp/press/2024/20241008_ho03.pdf

(October 7, 2025) "Co-Creative Urban Development for Greater Shinagawa Area Kicks Off to Shape the Future of International Tokyo"

https://www.jreast.co.jp/press/2025/20251007_ho03.pdf

(February 19, 2026) "Co-Creative Urban Development in Greater Shinagawa Area Launches March 28, 2026"

https://www.jreast.co.jp/press/2025/20260219_ho03.pdf