GOOD MORNINGS: Only for aesthetic eyes [Supporting Images], 4

Credits & Description:

Brand GOOD MORNINGS CO., LTD
Entrant DENTSU INC. TOKYO
DENTSU INC. Tokyo, Japan Entrant Company
DENTSU INC. Tokyo, Japan Idea Creation
CREATIVE POWER UNIT Tokyo, Japan Production
Yoshihiro Yagi DENTSU INC. Tokyo Creative Director
Haruko Tsutsui DENTSU INC. Copywriter
Marie Ono DENTSU INC. Tokyo Copywriter
Aya Hamada DENTSU INC. Copywriter
Satomi Takeda DENTSU INC. Copywriter
Toshiko Eto DENTSU INC. Account Executive
Daisuke Hatakeyama Creative Power Unit Art Director
Sho Tsujioka DENTSU INC. Designer
Naomi Okamura DENTSU INC. Designer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director
Synopsis
While competitors were focused on attracting younger customers, Japan’s oldest department stores Mitsukoshi/Isetan instead decided to cater to elderly customers by creating a member-only lounge called “3rd_PAGE”—not home or a workspace, but a 3rd place to please one’s aesthetic senses. Members can enjoy coffee brewed from beans around the world, while immersing themselves in carefully selected books found throughout the lounge. Our mission was to add to this brand experience by creating a low budget but rich installation for its senior clientele to enjoy.
Outcome
In a world where everyone is shouting to be heard, we instead aimed not to be heard. The carefully crafted bookmarks were only for those who were aesthetically curious, who sought the information. This manner struck a chord with the sophisticated senior clientele, resulting in a high demand for the bookmarks. Not only did the installation blend seamlessly into the environment, it contributed greatly to the cultured and refined brand image.
Execution
We created 3 themes “The Screw” “The Doorknob” “The Gear”. Each bookmark has a story or image seen behind the eyes of a imaginary collector who is obsessed with these ordinary tools. By placing the various bookmarks in books found throughout the lounge, we were able to provide a unique experience where members were able to please their aesthetic eye and find joy and beauty in the little things in life.
Campaign Description
Considering 3rd_PAGE is a members-only lounge for a more senior clientele who are aesthetically sophisticated, we wanted the installation to spark their imagination. Because the space was surrounded by bookshelves, our idea was to create bookmarks that are intellectually stimulating.