A new hub where mobility and lifestyle intersect is opening in Utsunomiya City, Tochigi Prefecture: PHIARO and CCC to open "PHIARO Mobility Hub" on Saturday, September 19, 2026.
2026.09.18
Press Releases
Fialospace Co., Ltd. / Fialo Corporation / Culture Convenience Club Co., Ltd.
—A mobility hub open to the community, where real-world driving, digital twins, and CCC spatial experiences merge—
Culture Convenience Club Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture, President and CEO: Yasunori Takahashi, hereinafter referred to as "CCC"), PHIARO PARK Co., Ltd. (Headquarters: Hidaka City, Saitama Prefecture, President: Akihiko Iwasaki), and PHIARO Corporation (Headquarters: Niiza City, Saitama Prefecture, President: Akihiko Iwasaki) (collectively referred to as "PHIARO") will open "PHIARO Mobility Hub" on Saturday, September 19, 2026, utilizing the course that was formerly known as Hero Shinoi Circuit in Shinoi-cho, Utsunomiya City, Tochigi Prefecture, as a new hub where mobility and daily life intersect.
Since signing a basic agreement in October 2025, the two companies have been working together to develop this facility, combining PHIARO's mobility planning and technological capabilities with CCC's spatial and experiential planning capabilities. With the slogan "Movement is Life," PHIARO Mobility Hub aims to be an open hub where people of all ages—from car and motorcycle enthusiasts to those experiencing mobility for the first time, families looking for new experiences, and local residents—can enjoy diverse ways of engaging with mobility. It strives to be a place that connects culture, learning, interaction, and daily life.
About PHIARO Mobility Hub
PHIARO Mobility Hub consists of three services: "SHINOI RING," which is a collective term for on-road and dirt courses; "M-TRACE," a book and cafe designed to stimulate curiosity; and "MOTOR HOME," which is equipped with a full-fledged driving simulator.
(1) "SHINOI RING" offers a variety of riding experiences.
On our on-road courses, we offer a driving experience where you can enjoy the thrill of controlling cars and motorcycles yourself, and experience the unique physical sensations that only a racetrack can provide. On dirt courses, you can experience driving on different road surfaces than paved roads, allowing you to appreciate the performance, individuality, and appeal of diverse mobility options.
Furthermore, we will develop programs that are easy for beginners and families who have had little contact with circuits to participate in, opening up the joy of driving mobility to a wider range of people. Furthermore, it will be used for experiences with vehicles and technologies by mobility-related companies, product and service announcements, and events, developing as a place where consumers, companies, and new mobility technologies and cultures can meet.
(2) Book & Cafe "M-TRACE" that stimulates curiosity
M-TRACE is a book and cafe where you can enjoy food, drinks, reading, and conversation while overlooking the "SHINOI RING" and the surrounding nature, and encounter new interests and perspectives. At Daikanyama Tsutaya Bookstore, you can enjoy a selection of books curated by our concierges, covering diverse themes such as mobility, travel, nature, design, technology, culture, and lifestyle, while sipping coffee. We aim to create an open space where people who don't use the circuit, as well as local residents, can easily drop by, stimulating each individual's curiosity and helping them discover their own unique way of spending time.
(3) "MOTOR HOME" expands imagination about mobility.
"MOTOR HOME" will be equipped with a full-fledged driving simulator with the same specifications as those used by top racers competing on the world stage. By digitizing the "SHINOI RING" course with high precision, and recreating the course shape and driving environment in a digital space, it is possible to experience the vehicle's behavior and the feeling of driving in a near-realistic way, thereby expanding the imagination regarding the performance and individuality of mobility and the experiences that lie beyond. Regardless of whether you have a driver's license, your age, or your driving experience, we offer a wide range of people the opportunity to experience the thrill of driving and gain new interests and discoveries in mobility.
In the future, we are also planning a "digital twin experience" where users can experience vehicles owned by PHIARO Mobility Hub on a simulator and then actually ride in the same vehicle. By expanding expectations and images of the vehicle in a digital space, and then experiencing the actual vehicle, users can discover the differences and similarities between imagination and reality. By seamlessly navigating the digital and real worlds, PHIARO offers a unique experiential value that redefines mobility from a different perspective.
Moving forward, PHIARO and CCC will combine PHIARO's technology and driving experience with CCC's customer experience design from a consumer perspective, as well as their spatial and content editing capabilities, to develop "PHIARO Mobility Hub" into a community facility that fosters continuous discovery and engagement, rather than just a one-time visit.
Furthermore, the facility will not be limited to mobility alone; it will be used for various themes such as running practice and events that take advantage of the characteristics of the circuit course and facility space, as well as sports, nature, food, art, education, and technology. We will collaborate with local businesses, educational institutions, creators, and mobility-related companies to create opportunities for co-creation where diverse people can bring together their knowledge and ideas, and develop this space into a place that connects the future of mobility with people's lives.
[Facility Overview]
Facility name: PHIARO Mobility Hub
Location: 1804 Maeyama, Shinoi-machi, Utsunomiya City, Tochigi Prefecture
Opening date: September 19, 2026
Business days: Saturday, Sunday
Official website:https://mobilityhub.phiaro.jp/
Official Instagram:https://www.instagram.com/phiaro_mobility_hub
Official YouTube:https://www.youtube.com/@PHIARO_Mobility_Hub
For inquiries regarding this matter:
Culture Convenience Club Co., Ltd.
Public Relations Department
TEL: 045-522-8154／MAIL: inquiry@ccc.co.jp
Documents related to this matter
A new hub where mobility and lifestyle intersect has opened in Utsunomiya City, Tochigi Prefecture.
PHIARO and CCC to open "PHIARO Mobility Hub" on Saturday, September 19, 2026.
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