Critical Reflex TGS booth

Critical Reflex entrusted us with the concept and execution of their booth at Tokyo Game Show 2026.

They came to us with a very precise (yet rather unconventional) brief that we needed to expand on and execute within a little over two months. Our task was to provide a detailed design for the different sections of the booth, documenting and describing every single element and prop needed. This level of design resulted in putting together a 200-page deck, meticulously followed by Critical Reflex’ partner Ukiyo, responsible for the booth’s build.

True to their ethos and aesthetic, CR wanted to stand out and go beyond a polished marketing installation. They envisioned a hidden bunker behind a closed door at one of the busiest gaming conventions in the world. The Bunker was home to Shiaru, a character conceived especially for TGS: part hikikomori, part desktop pet, part parasocial anime girl haunting the publishing pipeline.

The booth design was twofold: the outer booth and the Bunker.

Outside, the booth carried the usual hallmarks of a Critical Reflex presence: PC stations, art from across their titles, cosplayers, CR branding throughout. But it was far from typical. We designed a massive non-linear grid of 11 screens and lit-up LED panels showcasing CR’s biggest titles, arranged to look chaotic yet carefully curated, framed by black and pink wires.

A fluorescent pink floor contrasted with the industrial walls and more creative displays of CR game art. Visitors could also win CR merch by playing one of two gacha machines.

The true centrepiece was the eye-catching, vault-like door of the Bunker, designed to draw passers-by in and make them wonder what was behind it. The entrance was granted only by completing a short game Mother Ultimate, one of our partners on the project.

Once inside, visitors got a peek into Shiaru’s world, where chaos reigned, but every single element was intentional. The room was maximalism at its finest, crammed with trinkets, plushies, posters, sticker-covered walls, cables everywhere, weird cute objects, streamer-room clutter and an impressive collection of old tech. A pink glow from LED lamps and strip lights covered the whole space.

The set design featured 12 monitors playing various CR video content, plus custom-made props and rugs. Hidden throughout were Easter eggs for the eagle-eyed: real-life replicas of objects from the games, including the cake from Mouthwashing and Enerjeka cans from NIMNAH, all designed and executed by us. These props also fed into a mini escape-room-style game, again designed by Mother Ultimate.

Beyond the interactive elements and game props, the Bunker served as an excellent photo-op, which the fair’s audience made the most of.