The opening performance was designed around the theme of “box,” as it symbolizes the online mail order brand. The performance used 125 actual boxes, and music and video were originally created just for this single performance. The video projected onto the wall of boxes and the opening and shutting of the boxes themselves were perfectly synched using a computer system. It was a highly complex execution that successfully demonstrated a new level of projection mapping.

On one wall of Space O in Omotesando Hills (the venue of the event), 125 actual boxes were placed to serve as the “screen” for the projection mapping performance. The video projected onto the boxes and the boxes themselves were designed to convey a sense of anticipation and the many surprises that Amazon Fashion will be bringing to the fashion industry. The design of the performance was simple, but the complex and perfectly synchronized execution successfully impressed the artistically discerning audience of fashion professionals and fashionistas.

The performance was successful in establishing the perception that online retailer giant Amazon was serious about entering the fashion market and in conveying the brand’s concept of creating “1” out of “0” (or creating “something” out of “nothing,” with “0” and “1” also representing the digital aspect of the brand).

Value Added to Brand: By designing the performance on the theme of a fusion between digital and analog, we were able to make the brand feel more accessible, while also giving it a “cutting-edge” image.

Reach/Cultural Impact: The performance helped to energize not just the brand, but the entire Tokyo Fashion Week event, which was struggling to feel fresh and exciting.

Achievement Against Brief: The client was highly satisfied with the innovative image the performance was able to bring to the brand.