Shiseido Design & Branding MAKEUP HARMONY | SHISEIDO by Aid-dcc, Dentsu Inc. Tokyo, Drill Inc Tokyo, Katamari

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Industry Skin Care
Media Design & Branding
Market Japan
Agency Aid-dcc
Agency Dentsu Inc. Tokyo
Creative Director Naoya Hosokawa
Copywriter Masashi Omae
Agency Drill Inc Tokyo
Agency Katamari
Released April 2011

Credits & Description

Category: Online Digital Design
Agency: DENTSU
Agency: DRILL
Agency: AID-DCC
Accountant: Tomoyoshi Ishikawa (Dentsu)
Creative Director: Naoya Hosokawa (Drill)
Director/Illustrator: Yoshifumi Nakagawa (Katamari)
Planner/Producer: Akio Morita (Dentsu)
Planner/Producer: Shingo Hiraoka (Dentsu)
Planner/Producer: Yusuke Tominaga (Aid-Dcc)
Producer/Planner: Takanao Yajima (Dentsu)
Technical Director/Flash Developer/Programmer: Tomohiko Koyama (Katamari)
Designer/Illustrator: Yuri Morimoto (Katamari)
Designer Assistant: Daiki Koyama (Katamari)
Designer Assistant: Kenjiro Nakayama (Katamari)
Project Manager: Yoko Minami (Aid-Dcc)
Programmer: Masaru Kinoshita (Katamari)
Music: Tomoyuki Tanaka (Fpm)
Music: Yuzuru Tomita (Fpm)
Director Of Music Production: Keisuke Tominaga (Grandfunk)
Movie: Yu Yamanaka (Blue Documentary)
Motion Effect: Aya Yamamoto (Katamari)
Copywriter: Masashi Omae (Dentsu)
Media placement: Web site - Web site - 27 April 2011
Media placement: In-store BGM - In-store BGM - 27 April 2011

Describe the brief from the client
With the opening of Shiseido’s head flagship store, the objective was not just to sell cosmetics products, but also to communicate Shiseido’s approach of 'delivering the feelings of exhilaration that makeup offers’.

Describe the challenges and key objectives
You are the sound designer of the brand new store. By making up your face, we let you design the atmosphere of the store with music.

Describe how you arrived at the final design
Until now, designing in-store BGM for cutting-edge fashion stores was the sole realm of professional musicians. We’ve overturned the idea that only professionals can design by creating a way for everyday women, our customers, to co-design music.
Through the process of applying makeup, women throughout Japan were given the opportunity to engage in creating music for Shiseido The Ginza, head flagship store.

Give some indication of how successful the outcome was in the market
Within 60 days from its release, 4,600 pieces of music were created on the website. Through user participation, new music is being created every day. The continually fresh sounds and melodies of Shiseido The Ginza delight its shoppers.