Creative Execution

When: December 5 – 8, 2013 Where: Midtown, Tokyo Length: Four (4) days How: 49 sand-covered square panels (about 1m X 1m) were set up. Light and the sand covering the panel reacted to the sound of the Walkman and various patterns were formed in the sand. The panels were displayed in an exhibition space within Midtown where about 100,000 people come and go a day. The exhibition was crowded with people every day. It should also be noted that the event was carried out smoothly, as planned.

Carried out during the Christmas season, it is estimated that approximately 400,000 people visited the installation. TV and Web-focused PR advertising appearance was equivalent to approximately 2 million US$. As a result, the top-end model, the high resolution audio capable WALKMAN ZX1, experienced sales far exceeding expectations causing it to be continually sold out, and additional production runs were added.

In response to the direction of the evolution of the iPod as a “magical box that can do anything,” we shifted the battleground for the Walkman to emphasize “a special-purpose device for those who love music.” The high-quality sound of the Walkman, which supports high-resolution audio, etc. was visualized using a technique called Chladni figures (patterns formed by using the principles of the natural vibration frequency that occurs between sound and a material substance.) A device capable of producing the mystical, geometric patterns was set up at Tokyo Midtown and PR activities were carried out.