Nouns for Japan Blockchain Week

For Japan Blockchain Week, Problem partnered with Nouns DAO, the Shibuya City Government, and the Ethereum Foundation to bring onchain culture into the physical world —creating a fully custom, multi-sensory retail and creative experience at the United Nations University in Tokyo.

At its core, the project translated a digital-native ecosystem into something tangible: a space where culture, commerce, and community could intersect in real time.

We designed and built a “phygital” retail environment from the ground up, enabling visitors to pre-mint exclusive products on Base and seamlessly redeem them in-store. The experience bridged digital ownership with physical presence, introducing a new model for how onchain infrastructure can power real-world interactions.

Beyond retail, the space functioned as a living platform. A custom Nouns-themed game invited exploration and engagement, while a bespoke interactive art installation, developed in collaboration with Coinbase / Base, extended the creative expression of the ecosystem into an immersive, participatory format.

Over 10 days, the experience brought together builders, collectors, and new audiences — proving a viable model for how onchain infrastructure can translate into real-world engagement, retail, and cultural momentum.