Why is this work relevant for Brand Experience & Activation ?

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

Background

Art exhibitions that simply display artworks, have always had a hard time drawing a large number of visitors and it was necessary to come up with a new art exhibit design. In order to solve this issue, we took on the challenge of proposing an unprecedented, new way of viewing and appreciating art by utilizing technology.

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 (20% 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 (30% of vote)

Using projection mapping and 8K videos, we recreated the landscape through Pierre Bonnard's perspective at his exhibition which was held at The National Art Center Tokyo from September to December 2018. The projection mapping and videos were set up in a special exhibition space for the three months where people were able to experience art through technology and have a social VR experience with multiple other visitors.

List the results (30% of vote)

・180,000 visitors ・Generated sales of around 200 million yen