Hakuhodo Design & Branding TOKYO SHAKKEI by Hakuhodo Tokyo

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Agency Hakuhodo Tokyo
Creative Director Kazufumi Nagai
Art Director Katsuhiko Suzuki
Copywriter Seiichi Okura
Designer Yuki Sugiyama, Hiroki Tatebayashi, Kotaro Hirano Hakuhodo Inc.
Producer Naoto Shigenobu, Kei Watanabe, Hideo Furuya
Photographer Yusuke Oka, Kozaburo Iwakiri, Yasuko Furukawa
Released July 2011


One Show 2012
One Show Design Package Design / Package Design - Single Merit

Credits & Description

Category: Design Photography
Product/Service: TOKYO SHAKKEI
Art Director: Katsuhiko Suzuki (Hakuhodo)
Creative Director: Kazufumi Nagai (Hakuhodo Design)
Designer: Kotaro Hirano (Hakuhodo)
Designer: Yuki Sugiyama (Hakuhodo)
Designer: Hiroki Tatebayashi (Twins Co.)
Copywriter: Seiichi Okura (Hakuhodo)
Photographer: Kozaburo Iwakiri (Hakuhodo Product's)
Photographer: Yusuke Oka (Hakuhodo Product's)
Photographer: Yasuko Furukawa (Hakuhodo Product's)
Producer: Kei Watanabe (Hakuhodo)
Producer: Hideo Furuya (Style Printing)
Producer: Naoto Shigenobu (Hakuhodo Product's)
Media placement: Book - Book Store - 1st Sep 2011
Media placement: Book - Museum Shop - 1st Sep 2011

Describe the brief from the client
TOKYO SHAKKEI : Borrowed Scenery Tokyo Tower is a photograph collection. Our project team explored new design possibilities, creating a ‘book’ that doubles as an interior decoration. This unique collection will bring joy to those who own it. The design concept centres on redesigning.

Describe the challenges and key objectives
As the value of books is debated with the advent of electronic books, we explored what could be new added value to conventional books, the sort of value that would truly attract people to books on store shelves. As an answer, we tried to ‘redesign’ the relationships between books and people.

Describe how you arrived at the final design
The photographs in this book feature Tokyo Tower, a symbol of Tokyo, as the borrowed scenery. Borrowed scenery is a traditional Japanese landscaping technique in which natural sceneries, e.g. mountains, outside the garden are incorporated in the garden design to create a dynamic landscape. In short, with this publication, we redesigned the relationships between Tokyo’s residents and the borrowed sceneries of Tokyo Tower featured in the collection.

Give some indication of how successful the outcome was in the market
The book is shaped like Tokyo Tower. Our objective was to have the tall, triangular page format convey Tokyo Tower’s appeal for a dramatic impact.