TOKYO ENTRANCE

TitleTOKYO ENTRANCE
ClientTOKYU LAND CORPORATION
Product / ServiceTOKYU PLAZA DEPARTMENT STORE
CategoryA02. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

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.

The Brief

This is a branding project for a new shopping center located at Omotesando / Harajuku, the mecca for fashion in Japan. 

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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