‘mt’ has already held many promotional exhibitions in Japan and abroad, this was the most challenging location it has ever held. Awashima is a small island in Setouchi district. People can only get there by a boat and there is no tourist spot at all in it. On the other hand, ‘mt’ needs to differentiate itself from other similar products and I thought holding a promotional exhibition in such s unique spot will arouse people’s interest If I cleverly did it.

‘mt’ masking tape is popular among the people who like decoration and wrapping. They enjoy collage and decorating things with using a diverse range of mt’s colors and patterns. However, the recognisability was still not enough for our client’s demand. They wanted to increase general customer’s recognition and expand its market share. There are many similar products that are marketed, mt needs to stands out in the market as a pioneer.

Masking tape is originally designed to prevent paints running off the edge, mt is suited for these kind of time-limited events as it is easy to tape and remove.

So I decided to cover the abolished elementary school by various colored ‘mt’ and created a unique colorful school in the desolate depopulated island. I transformed the music room into the installation room where I hanged many note-shaped objects from the ceiling and placed many instruments decorated by ‘mt’ tapes. The lunchroom was used as a temporary shop where visitors enjoyed souvenir shopping.

The biggest issue was how to shepherd passengers to the island. So I decorated the boat, the pier and the wave-dissipating blocks and drew passenger’s attention to the exhibition.

With these various approaches, customers were able to experience mt widely and enjoy the pleasant space. The exhibition was really successful and there were a long queue everyday.

Customers upload the pictures of the exhibition and spread the information.

The temporary shop during the exhibition was so busy and clients had accomplished their goal.