FRAME Jin-nanzaka has been renewed and newly opened on April 20 (Friday).
At its opening party “FRAME NIGHT,” our artist Leah Singer, who took in charge of the main visual art, was introduced with her art, including a talk show by model Rinka, a premium live Koto performance by Gayo Nakagaki, and a video performance by visual space artist, michi.
Points to note for development:
This Jin-nanzaka building is located at the entrance of Tokyo wonder site where art galleries gather together in Shibuya area, and it was a renewal open campaign of a fashion building connecting to Beams. The strategy was focused to target up to men & women in their 40s who have attitude like kids. A coined word “Kotona” (kid-adult) was defined to develop the visual.
Design concept:
The advertising development was focused on artistry because of the location at Jin-nanzaka. Using images of video art of the media art as the flat visual, video art was used for the opening event and outdoor advertisement. “Cuteness” characteristics of “Kotona,” and “sophisticated and cool” of adults were combined into the main visual for development.
Execution of campaign:
Main visual development, magazine ads, posters, floor guide & flyers, novelties, novelty bags, opening event, and building’s outdoor advertisement.
Theme: Not an adult, but not a kid either.
FRAME Jin-nanzaka has been renewed and newly opened on April 20 (Friday).
At its opening party “FRAME NIGHT,” our artist Leah Singer, who took in charge of the main visual art, was introduced with her art, including a talk show by model Rinka, a premium live Koto performance by Gayo Nakagaki, and a video performance by visual space artist, michi.
Points to note for development:
This Jin-nanzaka building is located at the entrance of Tokyo wonder site where art galleries gather together in Shibuya area, and it was a renewal open campaign of a fashion building connecting to Beams. The strategy was focused to target up to men & women in their 40s who have attitude like kids. A coined word “Kotona” (kid-adult) was defined to develop the visual.
Design concept:
The advertising development was focused on artistry because of the location at Jin-nanzaka. Using images of video art of the media art as the flat visual, video art was used for the opening event and outdoor advertisement. “Cuteness” characteristics of “Kotona,” and “sophisticated and cool” of adults were combined into the main visual for development.
Execution of campaign:
Main visual development, magazine ads, posters, floor guide & flyers, novelties, novelty bags, opening event, and building’s outdoor advertisement.
Creative agency: Taiko & Associates Co., Ltd.
Producer & CD: Taiko Hasegawa
Poster & Postcard design: Ayako Hashimoto
Main visual art: Leah Singer
070420frame.mov
( video/quicktime : 5 MB )
▲Leah Shinger in the Interview
070420frame3.mov
( video/quicktime : 2.7 MB )
▲Movie Performanced “michi”