Brief Explanation

‘mt’ has already held many promotional exhibitions in Japan and abroad, this was the most challenging location it has ever held. Awashima is a small island in Setouchi district. People can only get there by a boat and isn’t located where customer traffic was brisk. On the other hand, ‘mt’ needs to differentiate itself from other similar products and the abolished elementary school in Awashima was kind of an ideal space to express ‘mt’s world. Holding a promotional exhibition in such s unique spot will arouse people’s interest if it has done successfully.

The Brief

‘mt’ is a derivative product came out of masking tape which is usually used in construction site. It is popular among the people who like decoration and wrapping. They enjoy collage and decorating things with using a diverse range of mt’s colors and patterns. However, the recognizability was still not enough for our client’s demand, they wanted to increase general customer’s recognition and expand its market share. There are many similar products are marketed, ‘mt’ needs to stands out in the market as a pioneer.

How the final design was conceived

Masking Tape is originally designed to avoid paints run off the edge, ‘mt’ suited for these kind of time-limited events as it is easy to tape and remove. So I decided to cover the abolished elementary school by various colored ‘mt’ and created a unique colorful school in the desolate depopulation island. I transformed the music room into the installation room where I hanged many note-shaped objects from the ceiling and placed many instruments decorated by ‘mt’ tapes. The lunchroom was used as a temporary shop where visitors enjoyed souvenir shopping.

Indication of how successful the outcome was in the market

The biggest issue was how to shepherd passengers to the island. So I decorated the boat, the pier and the wave-dissipating blocks and drew passenger’s attention to the exhibition. With these various approach, customers experienced ‘mt’ widely and enjoyed the unexpected contrast between the colorful exhibition and the nature. As customers upload the pictures of the exhibition and spread the information over the Net, there was a long cue at the pier everyday. The exhibition succeeded in showing ‘mt’s uniqueness and there were a long queue everyday and clients had accomplished their goal.