Mitsui Real Estates Co. Design & Branding MIDTOWN CHRISTMAS 2009 by Dentsu Tec Tokyo

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Dentsu Tec Tokyo
Designer Hisaya Osakabe, Ippei Kobayashi
Producer Yusuke Michise, Koji Nakanishi
Released November 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Product/Service: TOKYO MIDTOWN
Date of First Appearance: Nov 12 2009 12:00AM
Entrant Company: DENTSU TEC, Tokyo, JAPAN
Chief Producer: Masanori Shibamoto (Dentsutec)
Account Executive: Shinichi Kawakami (Dentsu)
Superviser: Youhei Yamasaki (Dentsu)
Superviser: Saori Kihara (Dentsu)
Producer: Yusuke Michise (Dentsutec)
Assistant Producer: Miho Fukuda (Dentsutec)
Planner: Toshiyuki Sakayanagi (Various Dimensions Co./Ltd)
Planner: Sakiko Yasue (Various Dimensions Co./Ltd)
Designer: Hisaya Osakabe (Komaden Corporation)
Chief Designer: Yukihiro Karan (Komaden Corporation)
Designer: Ippei Kobayashi (Komaden Corporation)
Construction Manager: Shinji Nishino (Nomura Co./Ltd)
Construction Manager: Toshiaki Hatada (Nomura Co./Ltd)
Producer: Koji Nakanishi (Dentsutec)
Visual Planner: Hirotoshi Nagatomo (Dentsutec)
Visual Producer: Chisako Hasegawa (Dentsutec)
Visual Director: Tomoyuki Kato (Dentsutec)
Media placement: Outdoor Lawn Plaza - Tokyo Midtown - November 12-December 25, 2009

Describe the challenges and key objectives
Considering that getting repeat customers and retaining visitors who come to see the illumination would lead to increased revenue at Tokyo Midtown, we aimed to develop a new kind of illumination display. We wanted to make a spectacular light show that visitors could “see and feel,” with light and sound performances of “shooting stars,” “stardust” and more, at 20-minute intervals. Our objective was to have it covered in many media and to have visitors post photos, videos and comments on their blogs and YouTube, which would inspire others to visit and create a spiraling promotion effect.

Describe the brief from the client
The client wanted to put up an illumination display that many people would want to see. They hoped to both increase visitor traffic during the Christmas season and inspire emotion in all who visited to create a lasting impression with the Midtown Christmas Illumination.

Describe how you arrived at the final design
When we thought about how to create a light show that fits to Tokyo Midtown and that could only be done at Tokyo Midtown, we focused on making optimum use of the four-hectare green space it has right in the centre of the Tokyo metropolis. We thought of filling the vast plaza with 170,000 LEDs to create a cosmic space of a huge scale that could not be seen anywhere else in the city. Our plan was an imaginative illumination style for the world to see, to establish the solid position of Tokyo Midtown among its neighbouring businesses.

Give some indication of how successful the outcome was in the market
This Midtown Christmas Illumination became one of the top spots during the Tokyo Christmas season, with 5.5 million visitors during the 44-day period. As the buzz was spreading, the visitors called other visitors, and those people spent some time in the area, leading to a huge increase in revenues for the businesses in Tokyo Midtown. Through this innovative illumination design, Tokyo Midtown's reputation and value increased, making a huge contribution to branding and bringing great prosperity to its businesses.