Why is this work relevant for PR?

Up until now, the art gallery experience was just about standing and looking at artworks. This work is relevant for PR as we utilized technology to propose an entirely new way of appreciating art which resulted in attracting a large number of visitors.

Background

Along with the Musée d'Orsay and The National Art Center Tokyo, we organized a special Pierre Bonnard exhibition in Japan. Utilizing cutting-edge technology, we created a series of experiential contents that were displayed at the exhibition.

Describe the creative idea (20% of vote)

In a joint effort with the Musée d'Orsay, we researched the actual spots that Pierre Bonnard stood in to draw his landscape paintings and recreated them in the exhibition space. We also duplicated the entire landscape including the parts that were never depicted in the artworks, prompting visitors to view the scenery through Bonnard's eyes and think about why he decided to crop and paint that particular part of his surroundings.

Describe the strategy (30% of vote)

Our target was people who are interested in Pierre Bonnard's art but have no plans on visiting the exhibition. We proposed a new way of appreciating and viewing art in order to increase the number of visitors by prompting this demographic to go to the exhibition.

Describe the execution (20% of vote)

We created a special exhibition space at the Pierre Bonnard exhibition which was held at The National Art Center Tokyo. Visitors could experience art through technology and the space was set up for three months from September to December 2018.

List the results (30% of vote) – must include at least two of the following tiers:

Target Audience Outcomes ・People who are interested in technology but don't know who Pierre Bonnard is, and people who have heard of Pierre Bonnard but have no intention of visiting the exhibition. The exhibition surveys showed that many of the visitors were from these demographics. Business Outcomes ・Contributed to attracting 180,000 visitors and generating sales of around 200 million yen.