Title | HIBIYA FESTIVAL - A VIBRANT CELEBRATION OF THEATRE AND PERFORMING ARTS |
Brand | MITSUI FUDOSAN CO.,LTD / HIBIYA AREA MANAGEMENT |
Product / Service | TOKYO MIDTOWN HIBIYA |
Category | A08. Live Brand Experience |
Entrant | DENTSU LIVE INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Idea Creation 2 | DENTSU LIVE INC. Tokyo, JAPAN |
Production | CLAY & COMPANY Tokyo, JAPAN |
Production 2 | WM INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshiya Morinaga | DENTSU INC. | Planning Director |
Shinichiro Urahashi | DENTSU LIVE INC. | Creative Director |
Aisa Arikawa | DENTSU LIVE INC. | Planner |
Kohei Omata | DENTSU LIVE INC. | Planner |
Naoto Yamada | DENTSU LIVE INC. | Producer |
Ayako Ishiguro | DENTSU LIVE INC. | Producer |
Kensuke Takahata | DENTSU LIVE INC. | Producer |
Munehisa Matsunaga | DENTSU LIVE INC. | Producer |
Masayuki Fujita | Clay & Company Inc. | Stage Director |
Michiomi Ueta | Clay & Company Inc. | Stage Director |
Ayumi Nishimae | DENTSU INC. | Contents Producer |
Mayumi Nagatoshi | Ancreative Inc. | Casting Director |
Amon Miyamoto | WM Inc. | Director |
Kyota Matsudo | WM Inc. | Producer |
Hidenobu Urabe | Wisdom Factory Inc. | Production Manager |
Yanobe Kenji | Freelance | Artist/ Sculptor |
Kenjiro Kawazu | DENTSU INC. | Account Executive |
Daisuke Umezawa | DENTSU INC. | Account Executive |
Building on the fact that Hibiya is Japan’s notable theatre district, we presented the festival as a site to share vibrant energy and excitement, which are usually locked inside venues, with people on the street. Thanks to supports from stakeholders, a wide range of performances were delivered on the main stage set outside, allowing many visitors on the street to experience theatrical works for free of charge. From grand-scale profound shows to beginner-friendly entertaining performances, the program consisted a vast array of works which helped to reach a wide audience.
_ A large-scaled outdoor stage was placed at the central part of the street, and delivered a wide range of performances to the public for free. _ An outdoor performance, directed by an internationally acclaimed director, marked the start of the festival. _ For thirteen days, a total of 100 performances were given, on and off the stage across the district. _ By gaining many supporters and partners from the district, a collaborative theater festival was realized.
_ The festival achieved to have the whole area involved with supports from administration(Agency for Cultural Affairs, Geidankyo-Japan Council of Performers Rights & Performing Arts Organizations) and neighboring theaters(Toho, Nissay Theatre). In the long term, the project will continue and develop as a core driving force that activates and promotes regional growth. _ The festival attracted huge crowd; Tokyo Midtown Hibiya saw a 10% increase in the number of visitors, which exceeded the average attendance during the period after the facility’s grand opening.
To coincide with the opening of a multi-use complex that houses shops and offices, we organized a district-wide theatre festival for the first time in Hibiya, the historic area of theatre and entertainment. For this project, we developed a special scheme that the area can continuously re-brand itself while being rooted in the DNA of the district.
The festival shared theatre experiences with the public by staging performances on the street, while developing and adopting a scheme that stakeholders can also actively engage. This strategy, which allowed the project to meet expectations from both the public and stakeholders, led the festival to become a core force that drives the district to attain sustainable growth.