Cannes Lions

IJC MUSEUM

BIRDMAN, Tokyo / ALL NIPPON AIRWAYS / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

IJC MUSEUM is a 3D virtual museum created "in the cloud" that is accessible anywhere in the world to allow “firsthand” art experience. Works by leading artists representing Japan’s contemporary art scene — such as Yayoi Kusama, Tabaimo, and Hisashi Tenmyouya — include large sculptures and dismantled installations no longer on display in the real world and difficult to reproduce. Using state-of-the-art 3D scanning technology and super high-resolution texture photography, the artworks are digitally archived and reconstructed in an online exhibition space made possible by WebGL 3D CG technology. Anyone can move around freely inside the museum and see artworks from all angles in a 360-degree panorama.

Execution

The project began with an architect’s design for a real museum. Creating a “3D museum in the cloud” involved actual building engineering in full scale and texture, capturing the functionality of exhibition spaces.

To reproduce artwork by seven leading Japanese artists in 3D virtual space, sculptures were digitalized using a 3D scanner, enhanced with super high-precision texture data captured through high-resolution photography. 2D artworks can be magnified, allowing visitors to view greater detail than with human vision. The virtual museum shows movies of the artists at work or speaking about their work, so visitors can experience art appreciation only available with digitalized exhibition.

WebGL enables overwhelming 3D reproduction. Visitors can move freely inside the museum and see artworks in 360-degree panorama, just like being there. Photography can be prohibited in most museums in Japan, but here, visitors can freely take photographs of any work or post them on social networks.

Outcome

"Our project “innovation of the art experience” has attracted worldwide attention, and in the 10-day period after the launch, IJC MUSEUM was featured in more than 600 articles in 60 countries, and shared in 5000 posts on social networks. Online, there were more than 10 million “imps”, making it one of the most popular museums in Japan.

Japan Tourism Agency announced that the number of incoming visitors to Japan in the month of February 2016 reached 1,891,400, showing a year-on-year increase of 36.4%. At this very moment, many international tourists are visiting art museums in Japan.

Similar Campaigns

12 items

Shortlisted Spikes Asia
THE TANGIBLE MANNER

ENJIN, Tokyo

THE TANGIBLE MANNER

2018, ALL NIPPON AIRWAYS

(opens in a new tab)