STRADIVARIUS: TIMELESS JOURNEY

Short List
TitleSTRADIVARIUS: TIMELESS JOURNEY
BrandTOKYO STRADIVARIUS FESTIVAL 2018 COMMITTEE / NIPPON VIOLIN CO.,LTD
Product / ServiceTOKYO STRADIVARIUS FESTIVAL 2018
CategoryG02. Spatial Tech
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production QOSMO Tokyo, JAPAN
Production 2 ONO SOKKI Yokohama, JAPAN
Production 3 ACOUSTICFIELD, INC. Tokyo, JAPAN
Production 4 STUDIO ATLIO Tokyo, JAPAN
Additional Company DESIGN OFFICE LINE Tokyo, JAPAN
Additional Company 2 BAGN Tokyo, JAPAN
Additional Company 3 NEWPORT Tokyo, JAPAN
Additional Company 4 NAGATA ACOUSTICS Tokyo, JAPAN

Credits

Name Company Position
Sota Nakazawa Nippon Violin Co.,Ltd Executive / Representative Curator
Tomonori Saito DENTSU INC. Creative Director / Art Director
Sho Miyauchi Design Office LINE Co., Ltd. Executive Producer
Yuta Masuzawa DENTSU INC. Account Executive
Kohei Ai DENTSU INC. Chief Producer
Nae Mikuni DENTSU INC. Project Writer / Copywriter
Hiroshi Hashiguchi BAGN Inc. Copywriter
Scott Lehman lehmanad Copywriter
Satoshi Noguchi NewPort., Inc. Graphic Designer
Kurumi Fujiwara DENTSU INC. Graphic Designer
Kei Murayama freelance Exhibition Designer
Naoto Endo freelance Exhibition Designer
Miyu Hosoi Qosmo, Inc. Planner / Sound Director
Sakiko Yasue Qosmo, Inc. Producer
Shoya Dozono Qosmo, Inc. Visual Programmer
Ryosuke Nakajima Qosmo, Inc. Assistant Programmer
Koji Ishida ONO SOKKI CO., LTD Anechoic chamber Recording / Sound Analysis
Lisa Takahashi ONO SOKKI CO., LTD Anechoic chamber Recording / Sound Analysis
Jiro Kubo acousticfield, Inc. Simulation Sound Design
Toshihiko Kasai studio ATLIO Sound Engineer
Akihiro Iizuka studio ATLIO Assistant Sound Engineer
Tatsuya Motoki freelance 3D Design / Modeling
Mari Hattori freelance Research Support
Takayuki Miyatake freelance Project Movie Director
Yasuhisa Toyota NAGATA ACOUSTICS Tokyo Special Support

Background

Our brief was to put on an exhibition of Stradivarius instruments in Tokyo, and to counteract negative internet press generated by reports that modern violins had been rated superior to Stradivarius violins in a blind test. Stradivarius instruments are "living instruments" that have evolved in tandem with the halls they have been played in for over 300 years. To protect their reputation, we needed to create a space where people could directly experience the true value of the Stradivarius sound.

Describe the creative idea

Our solution was to create a "time travel" installation at a gallery in central Tokyo to demonstrate the evolution of the Stradivarius sound. To prepare the installation we recorded music from various eras played on a 300-year-old Stradivarius violin in an anechoic chamber, using historically appropriate strings and bowing. Based on architectural drawings, historical materials, and 3D modeling, we then binaurally processed the recordings to replicate the acoustic environments of each era.

Describe the strategy

In an age when many people get their music from free websites and easily shared mp3 audio files, traveling to a concert hall to listen to a Stradivarius being played can be a high bar to clear. Our strategy was to employ data—both recorded sound data and architectural data—to encourage more people to make that effort, and discover the original “live music” that these living instruments can produce. By using data to help people understand that the Stradivarius sound has been enjoyed for centuries by people from all walks of life, we sought to dispel the preconception that these instruments can only be appreciated by a select and chosen few.

Describe the execution

This installation was a part of the TOKYO STRADIVARIUS FESTIVAL 2018. Presented at the Mori Arts Center Gallery on the 52nd floor the Roppongi Hills Mori Tower in central Tokyo, October 9–15, 2018, the installation attracted visitors of all ages. The Roppongi Hills complex is also home to many young startup companies, and is a popular employment and social hub for the next generation of Japanese entrepreneurs, artists, and technologists.

List the results

Data-driven storytelling enabled us to create an immersive time-travel experience that filled visitors with awe and wonder. Before our event was held, the Japanese-language internet had been rife with rumors that the legendary sound of Stradivarius instruments was nothing more than a myth. But after the event, positive comments on social media overwhelmed internet rumors and negative press, reaffirming the validity of the reputation for excellence that these 300-year-old “living instruments” have earned. From young people who heard a Stradivarius for the first time, to a Tokyo-based entrepreneur who purchased a Stradivarius violin for a global children's music project, the exhibition was an inspiration to all who attended. Our seven-day exhibition attracted some 12,950 people—young and old, from all walks of life—more than any other violin-related event in the world to date.

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