The Campaign

The ETO animal for 2018 is the dog, and the project ARF!-itecture aimed at transforming the old culture, into a new CREATIVE CONSTRUCTION ART that involves today’s people into creation. Various dog illustrations were created with slits on their mouth & legs so that they can form flat dog-shaped blocks that act as the versatile construction parts. A huge 3-meter dog monument was constructed using 350 blocks as the landmark. Small “puppy” versions of these flat blocks were also created for the visitors to build their own ARF!-itecture. The event let visitors at Tokyo Midtown, feel joy and a sense of accomplishment, by completing original creative pieces symbolizing the New Year and allowed them to look forward to a wonderful creative year. It was an event intended to architect the brand image of Tokyo Midtown as a “center for art and design” by providing quality, creative time for the visitors.

Creative Execution

53 different dog illustrations were created incorporating the calculated slit system so that people can combine different types of blocks freely for creative construction. The precision of the block connections was based on the high-level Japanese craftsmanship, using no adhesives. The illustrations made the objects of art would look cool, whoever the construction was done by. The dog illustrations were designed after typical poses & shapes for dogs, such as floor dogs & long dogs. Variations of festive colors and patterns were prepared to allow rich expression. At the New Year event of Tokyo Midtown, A huge dog monument was constructed for the targets’ appreciation. Small versions of the flat blocks enabled visitors to indulge in creating their own ARF!-itecture. Their art pieces were also exhibited for broader interest. As the modern ETO culture is experienced by many targets and leave strong impression, the culture itself would expand automatically.

Indication of how successful the outcome was in the market

From young to old, from singles to families, variety of people participated in the event, indulging in creative work. The entire atrium was filled with the participants and their pieces of art. The event went viral in various media including SNS, and there was high interest including many inquiries about purchasing the dog-shaped blocks. Through the ARF!-itecture, people experienced the joy and sense of achievement in doing something very creative from the New Year. A total of 35,000 pieces of the blocks were used. Furthermore, as ARF!-itecture has been appreciated as cultural project by Chiba Prefectural Cultural Center, there took place an 3-months-long exhibition where the giant dog statue was shown and had 135 thousand visitors who are interested in cultural events. Through them, the Tokyo Midtown’s brand concept “making culture as center for art and design” was conveyed effectively to the target and the Japanese community.