Cafe Company: COG

Credits & Description:

Category: Hospitality/Leisure

Advertiser: CAFE COMPANY

Product/Service: COG

Agency: PARTY

Creative Director/Technical Director/Art Director: Naoki Ito/Qanta Shimizu

Art Director: Naoki Ito

Designer: Chihiro Konno

Exercise Programmer: Yu Yumoto

Technical Director: Seiichi Saito/Satoshi Horii/Kanta Horio

iPad Programming: Sumito Kamoi

Animation: Tymote/Yoshiyuki Odajima

Web Designer: Takayuki Sugihara (Roughark)/Party

Programmer: Hajime Sasaki (Mountposition)

Narration: Seita Shiga (Cafe Company)

Editor: Jyunya Otsuka

Still Photo: Masahiro Sanbe

Project Manager: Takuma Nakajima

Producer: Satoshi Takahashi

Production Company: Party/Rhizomatiks

Creative Agency: Party

Media placement: Opening Of COG - Yurakucho Lumine - 27th October 2011

Media placement: Website Launch - GOG Official Website - 27th October 2011



Describe the brief from the client

Have you ever felt bored running on a treadmill or riding a bike machine in a room surrounded by walls? That was what we wanted to change.

We wanted to change the general mindset that exercise is boring, and to add extra entertainment to it.



Describe the challenges and key objectives

The challenge is to make the experience of exercise, something long been thought boring, entertaining. The objective is to provide the users a very new exercise experience.



Describe how you arrived at the final design

The user can enjoy a 40min spinning exercise in a room where music, light installation built with 350 LEDs, and a 2.5m radius fan are synchronised to your pedalling. There are no instructors in the room, but instead a built-in iPad on each bike gives you effective instructions by showing an animation that is themed to resort towns of the world. Users can save their workout data, which they can access on the internet. This system works as a gamification platform that allows the users to communicate by sharing their data, encouraging and inspiring others via shared data.



Give some indication of how successful the outcome was in the market

During the first 4 months since the opening,1000 people have enjoyed the COG and 750 people became members.