Kamoi Kakoshi Design & Branding MT EX SENDAI by Iyamadesign Inc.


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Industry Household maintenance & pet products
Media Design & Branding
Market Japan
Agency Iyamadesign Inc.
Creative Director Koji Iyama Iyamadesign Inc.
Designer Takenori Sugimura, Mayuko Watanabe, Saori Shibata
Photographer Kentaro Ohama
Released May 2013


Cannes Lions 2013
Design Lions Exhibitions & Live Events Gold

Credits & Description

Type of entry: Environmental Design
Category: Exhibitions & Live Events
Product/Service: MASKING TAPE

Composer: Takashi Watanabe ()
Photographer: Kentaro Ohama ()
Designer: Saori Shibata (Iyamadesign)
Designer: Takenori Sugimura (Iyamadesign)
Designer: Mayuko Watanabe (Iyamadesign)
Art Director: Koji Iyama (Iyamadesign)
Creative Director: Koji Iyama (Iyamadesign)

Brief Explanation
Actually it was a challenge to hold such an event
after the tragic earthquake in Tohoku District. Sendai was also one of the quake-hit areas; many people still face serious situations.
But we thought people down there would feel like doing something not common. We tried to encourage people and give an opportunity to refresh their mind through the exhibition.

Describe the brief from the client
Masking Tapes are usually used as a curing-tape in the construction site, 'mt' masking tapes are popular as household goods. This promotional exhibition and temporary shop 'mt ex' has been held a few times in Japan and clients planned to hold the first exhibition in Sendai, Tohoku district. They wanted to introduce the wide range of variations properly and present the new aspects of
'mt' tapes usage.

Design Process
We designed the space covered by 'mt' tapes and showed customers the new possibility of usage.
We decorated one of the walls and the floor with 'mt' tapes and hung hundreds of 'mt' tapes from the ceiling so that customers were able to check out the wide range of colors and patterns in one view. We aimed to show customers many aspects of 'mt' tapes through these unique experiences.

We succeeded in amusing customers down there and the sales were a ringing success. Customers took pictures in front of the entrance and uploaded them to the website, so we got a large turnout till the end of the event.