Lumine advances the cutting edge of fashion with its facilities in terminal buildings, mainly based around Tokyo. We were responsible for the creative direction of Lumine's Special Days campaign based around the image of a trip, "Life is Journey." From copy, videos and posters, to dressing the windows and entire Lumine buildings in the theme of a trip.
Each person envisions a different type of trip. Therefore, instead of using a photo or such to describe just one scene, I used illustrations to effectively envision the trip of each person. The image of pigeons taking flight and its colorfulness is very strong, and it creates an uplifting and cheerful mood. The radiant moods that trips present us with are directly embodied within this design.
Even when visuals were positioned in the same facility, it was able to standout thanks to its colorful coordination, and the bright and good impression it gave caught people's attention. As a result, there was a significant increase in the number of customers attracted by the campaigns which were held simultaneously.
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