The Campaign

Our idea was “Cherry Blossom Show Wind”. We focused on the constant winds that blow down an urban canyon between towering buildings. The cherry blossom viewing which is called “Hanami” in Japan has been a familiar part of Japanese culture identity since ancient times. By merging the wind with the digitally created shower of cherry blossoms, we transformed the urban dead space into a modern, three-dimensional cherry blossom viewing experience. It seems like the shower of cherry blossoms in show window.

Creative Execution

We calculated complex wind flows to design strips of material that would appear beautiful in any context, to create projection movies and to program moving illuminations. Moreover, traditional kimono patterns were digitally recreated and projected upon the material so the patterns moved in synch with the winds. We gathered the past wind seeds data in that urban canyon which were logged every single hour and finally got the average wind speed. The average speed was most suitable for creating the shower of cherry blossoms experience.

Indication of how successful the outcome was in the market

?No.1 access ranking on Japan's largest event information site ?More than 440,000 people visited ?Earned $4 million media coverage ?Evoking memories of EDO and a glimpse of the future landscape of Nihonbashi We transformed that dead space in the urban canyon from a place where the winds gather, into a place where people come together by recreating Japanese cultural identity.

We decided that our main target was young women because this old and lifeless area need active young women's power such as trend searching and so on. So, we tried to create the innovative art installation between buildings with Nihonbashi identity which attract young women.