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HAKONATURE BASE, a new nature playground in Hakone, opens on April 28. The North Face’s first store and local beer can be tasted.

Posted on 2023-04-24 by Editor in Chief

Odakyu Electric Railway has launched “HAKONATURE,” a collaborative regional project to promote new ways to enjoy Hakone under the theme of “experiencing nature. HAKONATURE BASE (740 Yumoto, Hakone-cho, Ashigarashita-gun, Kanagawa Prefecture) will open on April 28.

It is located on top of a small hill, a 7-minute walk from Hakone-Yumoto Station on the Hakone Tozan Line. Surrounded by magnificent nature, HAKONATURE BASE will be the starting and ending point for a variety of programs including nature tours, trekking, mountain climbing, and workshops led by local guides.

THE NORTH FACE” will open its first store in the Hakone area. The store offers a wide variety of outdoor gear and Hakone-exclusive products.

Other features include a café lounge where you can taste beer taps from GORA BREWERY, Hakone’s only craft brewery; a “science” picture book corner to spark children’s curiosity; a coworking space with upcycled furniture; and shower booths where you can work up a sweat after your activities. A co-working space with upcycled furniture, and shower booths where you can work up a sweat after your activities.

By experiencing the rich forests inhabited by seasonal flora and fauna and spending time connecting with local residents, visitors can enjoy Hakone in ways that go beyond “hot spring tourism.

On April 20, the interior of the facility was opened to the press prior to the opening. In his opening remarks, Odakyu Corporation President Koji Hoshino said, “HAKONATURE is an initiative to introduce new attractions of Hakone, which we are proud of to the world, through nature experiences. By having visitors enjoy themselves while moving their bodies and exploring on foot, we hope to help them learn about, protect, and nurture Hakone’s nature and culture. We would like to cooperate with local residents so that Hakone can continue to exist sustainably as an attractive tourist destination in the future,” he explained.

In addition to hot spring trips to create special memories, “I want people to use Hakone more in their daily lives. I hope that people will visit Hakone casually and become “Hakone regulars.

Hiroyuki Katsumata, mayor of the town of Hakone, who attended the unveiling as a guest of honor, commented, “I am delighted that a new base will be established here in Hakone-Yumoto, the gateway to Hakone. I am confident that many visitors to Hakone, regardless of age, gender, or outdoor experience, will be able to experience firsthand the wonders of Hakone.

He added, “Hakone has been suffering for a long time due to the impact of the new Corona, but recently we have seen many domestic and international visitors and the area is finally starting to thrive again, and the economic recovery that will result from the reduction in the fifth category will be positive for Hakone.

Then, Mr. Morimitsu, Senior Managing Executive Officer and General Manager of Business Division, from Goldwyn, which signed a comprehensive partnership agreement with Hakone Town for regional revitalization in March 2022, made a speech.

Regarding the opening of THE NORTH FACE, the company’s main brand, alongside the store, he said, “We want to convey the beauty of Hakone-cho and the charm of the outdoors to many people through our brand, and although the store is compact in size compared to our other directly-managed stores (18 tsubo), it is a good opportunity for us to be a cooperative partner. The meaning of HAKONATURE BASE is not only to sell products, but also to offer a variety of activities to visitors,” he said, expressing his abundance as a cooperative partner.

The HAKONATURE BASE building will consist of a first floor (246m2) with information, THE NORTH FACE Hakone, and a cafe lounge, and a second floor (203m2) with coworking space, shower booths, and a multipurpose studio space.

The garden in the center of the site will be used for outdoor programs and events.

In addition, the “HAKONATURE LAB” was established to consider the future of tourism and the environment in Hakone, and will continue to study the realization of sustainable tourism together with local and international businesses.

From the first day of the opening, various opening events such as gallery exhibitions, hiking tours, and programs for parents and children will be held. For a detailed schedule and reservation information, please visit the official HAKONATURE website.

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© Source travel watch

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