The Campaign

We developed prototypes, and created an exhibition room for people to experience the combinations of module windows at the renewed showroom in Shinagawa, Tokyo.

Execution

The first round for the project is “M.W.” We consider windows as modules: One window, one function. For example, a window functioning as a monitor, a widow that opens and shuts automatically, a window that controls the direction of light. The concept is to accommodate to the needs of each architectural environment through combining multiple windows.

“The concept Model of Windows 10 years in the Future” attracted considerable media attention. Advertising Value Equivalency: $928,263.98 Without relying on advertising, the YouTube video received 400,000 views. The project was not created for advertising, but ultimately, it is functioning as advertising. Even YKK AP employees are voluntarily visiting the showroom in Shinagawa. “YKK AP Concept Model Project” updated not only windows, but also the way of corporate communication.

The Situation

No one lives in the same way for decades. But when it comes to windows, once chosen, they usually stay the same. M.W. is the abbreviation for MODULE WINDOW or MULT WINDOW. Combinations can be changes freely to achieve all sorts of functions. When family member dynamics change, when you start a new hobby, when you want to take a breather and refresh your mind. This project was not created for advertising, but ultimately, it is functioning as advertising. Round 2 of the concept model has started. Changes are happening within the company.

The Strategy

Rather than the usual advertising, we established “YKK AP Concept Model Project.” We formed an innovation team with YKK AP’s in-house development team and external developers. The purpose is to make a “concept model” on a yearly basis, just like automobile development. This is a hybrid team of in-company and external specialists, with a mix of hardware and software.