Title | AMAZON FASHION WEEK TOKYO 2017 S/S OPENING ACT |
Brand | AMAZON JAPAN G.K. |
Product / Service | AMAZON FASHION |
Category | A04. Image Design |
Entrant | McCANN TOKYO, JAPAN |
Idea Creation | McCANN TOKYO, JAPAN |
Production | TYO DRIVE Tokyo, JAPAN |
Production 2 | WOW Tokyo, JAPAN |
Production 3 | HANABI Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Isamu Nakamura | McCann Tokyo | Executive Creative Director |
Naoto Nishio | McCann Tokyo | Creative Director |
Shinpei Ueda | McCann Tokyo | Creative Planner |
Hono Nakano | McCann Tokyo | Copywriter |
Natsumi Iwasaki | McCann Tokyo | Art Director |
Kentaro Okuda | McCann Tokyo | Business Director |
Yusei Horiuchi | McCann Tokyo | Account Director |
Kanji Suzuki | McCann Tokyo | Account Supervisor |
Tatsuhiro Ishikawa | TYO inc. TYO drive | Producer |
Yuya Fujita | TYO inc. TYO drive | Production Manager |
Yasuaki Matsui | WOW inc. | Producer |
Tatsuki Kondo | WOW inc. | Director/Planner/CG Designer |
Shunsaku Ishinabe | WOW inc. | Technical Director |
Misaki Horai | WOW inc. | CG Designer |
Mitsuru Sameshima | P-CAMP | Music Director |
Shuhei Yamada | HANABI inc. | Director |
In Japan, Amazon is little associated with fashion, and there is not much brand awareness for Amazon Fashion. But by becoming the main sponsor of Tokyo Fashion Week starting from the 2017SS Collection, Amazon began a full-fledged effort to enter the fashion market. It aimed for a grand unveiling of the brand to the fashion industry by hosting an opening ceremony on the first day of Fashion Week. The opening performance was designed around the theme of “box,” as it symbolizes the online mail order brand. The performance used 125 actual boxes, and music and video were originally created just for this single performance. The video projected onto the wall of boxes and the opening and shutting of the boxes themselves were perfectly synched using a computer system. It was a highly complex execution that successfully demonstrated a new level of projection mapping.
The performance was executed as a once-only opening performance during the opening reception of Tokyo Fashion Week 2017SS. Approx. 600 invited guests from the fashion industry as well as celebrity fashionistas saw the performance. One wall of the venue was covered in 125 actual boxes to emphasize the theme of “box” and to be used later for the performance. The boxes moved in perfect synch with the video projected onto them with projection mapping, creating an impactful visual illusion unlike anything that’s been experienced before. The performance helped to impress upon the audience that Amazon Fashion will be bringing technology to the fashion industry and firmly established the brand in the minds of the fashion industry professionals and fashionistas.