COG by PARTY Tokyo for Cafe Company


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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Japan
Agency PARTY Tokyo
Art Director Naoki Ito
Designer Chihiro Konno
Producer Mr Satoshi Takahashi
Editor Jyunya Otsuka
Released October 2011

Credits & Description

Category: Hospitality/Leisure
Advertiser: CAFE COMPANY
Product/Service: COG
Agency: PARTY
Creative Director/Technical Director/Art Director: Naoki Ito/Qanta Shimizu
Art Director: Naoki Ito
Designer: Chihiro Konno
Exercise Programmer: Yu Yumoto
Technical Director: Seiichi Saito/Satoshi Horii/Kanta Horio
iPad Programming: Sumito Kamoi
Animation: Tymote/Yoshiyuki Odajima
Web Designer: Takayuki Sugihara (Roughark)/Party
Programmer: Hajime Sasaki (Mountposition)
Narration: Seita Shiga (Cafe Company)
Editor: Jyunya Otsuka
Still Photo: Masahiro Sanbe
Project Manager: Takuma Nakajima
Producer: Satoshi Takahashi
Production Company: Party/Rhizomatiks
Creative Agency: Party
Media placement: Opening Of COG - Yurakucho Lumine - 27th October 2011
Media placement: Website Launch - GOG Official Website - 27th October 2011

Describe the brief from the client
Have you ever felt bored running on a treadmill or riding a bike machine in a room surrounded by walls? That was what we wanted to change.
We wanted to change the general mindset that exercise is boring, and to add extra entertainment to it.

Describe the challenges and key objectives
The challenge is to make the experience of exercise, something long been thought boring, entertaining. The objective is to provide the users a very new exercise experience.

Describe how you arrived at the final design
The user can enjoy a 40min spinning exercise in a room where music, light installation built with 350 LEDs, and a 2.5m radius fan are synchronised to your pedalling. There are no instructors in the room, but instead a built-in iPad on each bike gives you effective instructions by showing an animation that is themed to resort towns of the world. Users can save their workout data, which they can access on the internet. This system works as a gamification platform that allows the users to communicate by sharing their data, encouraging and inspiring others via shared data.

Give some indication of how successful the outcome was in the market
During the first 4 months since the opening,1000 people have enjoyed the COG and 750 people became members.