FLOWER LUSH IN ROPPONGI HILLS

TitleFLOWER LUSH IN ROPPONGI HILLS
ClientMORI BUILDING CO.
Product / ServiceROPPONGI HILLS
CategoryD01. Brand Environments
EntrantAD&D TOKYO, JAPAN
Entrant Company AD&D TOKYO, JAPAN
Advertising Agency AD&D TOKYO, JAPAN

Brief Explanation

Our client hoped to improve the fashion image of Roppongi Hills with regular seasonal campaign and would like us to be in charge of space production and V.I. This campaign, named “FLOWER LUSH IN ROPPONGI HILLS”, focused on a colorful and unique flower pattern in accordance with taste of the target.

The Brief

Our client, Mori Building Co., Ltd. operates Roppongi Hills which is located in Roppongi area and popular especially with the high income bracket and foreigners. Roppongi Hills is one of the main complex around this area with offices, apartment houses, shops, movie theater, hotel, museum etc., however there is only little image of fashion.

How the final design was conceived

We considered letting people inspire a feeling of exaltation to wear the clothes with a flower pattern when they visit Roppongi Hills and represented the story that they enjoy the pleasure of unsealing the package preserving the freshness of spring by displaying vacuum-packed actual items. Pop and colorful typography also helps a feeling of such exaltation. It was designed originally with a motif of illumination and neon tube. With these two materials we not only built big display window but also printed matters and movie.

Indication of how successful the outcome was in the market

It can be said that this campaign had an effect on sales. In fact, the items with a flower pattern were selling well throughout the campaign period of one and half month. Many of them were removed to each shop from the display window that we produced as one of main creation for the campaign.

Credits

Name Company Position
Ren Takaya AD&D Art Director
Ren Takaya AD&D Graphic Designer
Midori Saito AD&D Graphic Designer
Hiromi Kato JOURNEY Selector/Coordinator
Masayoshi Harabuchi Harabuchi Masayoshi Photo Studio Photographer
Yuichi Umehara Harabuchi Masayoshi Photo Studio Photographer
Kentaro Ikeda Toppan Printing Co.,Ltd. Sales Director
Rui Higashikuni Toppan Printing Co.,Ltd. Sales Director
Satoru Komiya Toppan Printing Co.,Ltd. Sales Director
Eizo Yamamoto Mori Building Co.,Ltd. Creative Officer
Shinya Muraoka Mori Building Co.,Ltd. Creative Officer
Maki Sato Mori Building Co.,Ltd. Creative Officer
Kyohei Fukuda Mori Building Co.,Ltd. Creative Officer
Junpei Yamada Takara Shokai Co.,Ltd. Sales Director