Cannes Lions

mt × vitra

IYAMADESIGN, Tokyo / KAMOI KAKOSHI CO., LTD. / 2017

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Overview

Description

When we were commissioned designs for ‘mt’, we saw a great potential in it. Although ‘mt’ had broad utility, it would not be accepted by customers if it was not displayed in a comprehensible fashion. So, we presented ‘Kamoi’ to hold a promotional exhibition that customers can experience ‘mt’ fully and learn more about it.

Actually, it was a challenging because we had never seen the kind of exhibition before and there were no similar products to ‘mt’ in the market.

So, we planned a unique exhibition ‘mt ex’ to introduce the products’ character. Since the first exhibition in 2010, ‘mt’ has held many similar events at home and abroad.

Execution

Every time we produce the exhibition, pay the most attention to the location. At this time, we collaborated with Vitra, Germany. The exhibition was held at Buckminster Fuller’s dome that was built up with triangle units. We hanged 5,000 tapes from the ceiling and placed a temporary shop.

The dome was 500m2 and the exhibition ran for 2 weeks. I requested the client to produce a triangle shaped tapes which were inspired by the venue. While we sold them on the site, hanged them from the ceiling and created a unique installation.

Outcome

Fortunately, there was a reception party for the affiliates of Vitra at the first day, we succeeded in introducing ‘mt’ to hip people. Customers enjoyed the workshop that they can use the tapes freely and the triangle tapes attracted much interest from them. Pictures of the exhibition diffused through SNS and the reputation spread by word of mouth. As a result, the exhibition became a topical event and succeeded in gathering a surprising number of people. It led to increase ‘mt fans’ and develop the market.

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2017, KAMOI KAKOSHI CO., LTD.

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