The Campaign

The concept of the “GO ON × Panasonic Design” project is to define “living well” for the next 100 years while intermingling different cultures in a free exchange of ideas. It also includes an exploration of the mentality at the core of Japanese sensibilities. Highlight Panasonic’s technologies including vibrating speakers and a screen made out of NISHIJIN ORI textiles. The Japanese have a sense of harmony with nature and the four seasons. The Panasonic installation attempted to share these sentiments with visitors through the combination of visuals, fog and mist, that appeal to all five senses. The second venue reaffirmed this sensory experience through the actual display of new crafts, where visitors were able to see and feel the exhibits with their own hands.

Creative Execution

The Panasonic installation consisted of an outdoor exhibition and one in the basement. The installation brought to light an aesthetic awareness and allure of space combined with imaging and audio technologies. Panasonic’s cutting-edge technology fused with traditional Japanese craftsmanship to create an inspiring space that was open to the public from April 4th to 9th in Accademia di Belle Arti di Brera.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 10,000 people visited the exhibition during the opening period. The project was covered by 30 representatives of the Japanese media, and was featured 160 times in Italian and European media. Awarded “Best story telling award” at Milano Design Award 2017. The motivation of the award was; for the ability to translate the theme of the exhibition in a fluid history in which technology is hidden within the story of the artisan tradition.

Explain why the method of promotion was most relevant to the product or service

An exceptional installation and various design products, showcasing state-of-the-art craftsmanship and aesthetic awareness that highlight the theme, “Electronics Meets Crafts." Featured an installation where projectors, speakers, and lighting create not only an inspiring space for visitors but also stimulate the five senses through touch and sensation. Through this exhibition, Panasonic promoted the “Future Craft” philosophy to provide a better future for the next century through visionary designs. Detail and refined craftsmanship are inherent in all exhibits and the stenographic space design.

We aimed to appeal Panasonic design to all Milano salone visitors, design industry?professionals, and B to B business persons/companies in Italy and Europe. Over 10,000 people visited the exhibition during the opening period. A press conference and reception was held the day before the opening date, with a special tour with detailed guidance of the installation and products for VIPs and the press.