Title | TOKYO ENTRANCE |
Brand | TOKYU LAND CORPORATION |
Product / Service | TOKYU PLAZA DEPARTMENT STORE |
Category | A01. Corporate Identity Schemes |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shinya Seino | Dentsu.inc | Creative Director |
Miwako Hosokawa | Dentsu.inc | Copywriter |
Taichi Tamaki | Dentsu.inc | Art Director |
Hiroshi Ochi/Motoaki Hirota | Dentsu.inc | Account Executive |
Mariko Shitara | Dentsu.inc | Producer |
Kenji Fujii/Nozomi Sakai/Mizuho Yonekura | Taki Corporation | Designer |
Yutaka Hasegawa | Dentsu Creative Force Inc. | Creative Producer |
Tomoko Takahashi/Takako Yamada/Minoru Nishikigi/Youka Kamata | Amana | Photo Producer |
Hiroyuki Ozone | Taki Corporation | Graphic Producer |
Shin Suzuki | Freelance | Photographer |
Uroku | Amana | Photographer |
Yuki Sasaki | Freelance | Retoucher |
Kazuyo Maruyama | Amana | Retoucher |
Naoko Shiina | Freelance | Stylist |
Shigeki Yuriko Yamane | Freelance | Illustration |
Yuki Kishi | Dentsu.inc | Executive Creative Director |
The goal is to establish a strong brand of the site, not as a mere shopping center where the customers blindly consume, but as a gateway to the fashion in Tokyo and enhance the total experience of shopping.
This is a branding project for a new shopping center located at Omotesando / Harajuku, the mecca for fashion in Japan.
Placing "Omotesando / Harajuku = gateway to the fashion in Tokyo" as the key concept, the project took the "kaleidoscopic facade" and the "rooftop forrest," the site's architectural feature as a motif, and integrated tenants' up-to-date products as part of the project.
Visitors: over 1,000,000people in 2 months. Earned Media Coverage(TV): 94programs in 3 weeks. Earned Media Coverage(Newspaper): 143papers in 3 weeks. Earned Media Coverage(Magazine): 94magazines in 3 weeks. Earned Media Coverage(Online): 1043sites in 3 weeks.