Plus Curiosity
is a Tokyo-based creative consultancy with a focus on strategy, placemaking, and bringing physical spaces to life.




The world we live in today is in the midst of a radical transformation across many fronts and numerous industries.


Seismic generational shifts, smartphones, E-commerce, and more recently, COVID-19, are all coming together to challenge the status quo, and fundamentally change the way people eat, play, shop, and interact.


In the past, it was enough for the owners and operators of buildings, developments, and districts to simply focus on creating great physical spaces. 

Good “Hardware" - physical structures and their design and layouts - was more than enough to attract people. 


However, in the world of today, simply having great “Hardware" is no longer enough. The cultural activities, events, and pop-ups that happen in a Space - the “Software" - are increasingly becoming the key differentiator of a successful destination, and what makes a “Space” become “Place".


At Plus Curiosity, we help Clients create “Place” by creating a strong vision and strategy, and developing a curated long-term program of cultural activity events,  interactive experiences, pop-ups, art installations, and unique F&B initiatives around the core vision.



Theodore Gen Knipfing

Prior to starting Plus Curiosity in Tokyo in 2018, Theo was based in Hong Kong, first as Cushman & Wakefield’s Head of Retail in the APAC region, then as COO of Husband Retail Consulting, an HK-based consultancy focused on placemaking and advising shopping centre developers in Asia & the Middle East. 


Theo also spent five years in Shanghai where he first served in a regional retail expansion role for Apple, then as Head of Cushman & Wakefield’s retail leasing business in China. 


Theo is half American and half Japanese, and a native of Tokyo.




We work with each of our clients to devise an effective business strategy customized specifically to their needs and target audience, by analyzing global trends, market research, and data.



We create unique themes, concepts, and programs for all manner of physical spaces (from districts, to developments, to buildings), as well as the business schemes to ensure their success.



We help implement the strategies we create together with the client, in conjunction with their relevant in-house teams, as well as external partners such as architects, PR firms, and others.



We collaborate with international tech firms to develop technology-based solutions which help activate physical spaces, and create vibrant communities around them.


& Others