11: BRAND PURPOSE (Brand Purpose)
NAKAGIN CAPSULE BUSINESS CARD - Nakagin Capsule Tower Preservation and Restoration Project
Nakagin Capsule Tower Preservation and Restoration Project
|Title of Entry:||NAKAGIN CAPSULE BUSINESS CARD|
|Brand:||Nakagin Capsule Tower Preservation and Restoration Project|
|Product/Service:||Nakagin Capsule Tower Preservation and Restoration Project|
|Client:||Nakagin Capsule Tower Preservation and Restoration Project|
|Entrant Company:||DENTSU INC.|
|Creative Agency:||DENTSU INC.|
|Creative Director:||Naoki Tanaka|
|Art Director:||Yusuke Koyanagi , Takahiro Ohnishi|
|Sector:||PUBLIC & SOCIAL|
|Production Company:||TAKI CORPORATION|
|Date of Release:||2018-09-13|
|Notes:||Nakagin Capsule Tower, a true representative of the architectural movement known as “metabolism,”* boasts the unique capability of adding capsules (rooms) at any time. Short-listed as a World Heritage site by ICOMOS and DOCOMOMO, this iconic structure now risks demolition by the landowner.
As part of the Nakagin preservation movement, we converted business cards into a thought-provoking communication tool enabling firsthand experience of the unique identity of this “metabolism structure.” Depicting a different lifestyle in each capsule window, we expressed the spirit of Nakagin Capsule Tower born from the lives of its residents.Rearranging the cards as capsule apartments promotes understanding of this treasured edifice and encourages others to join in its preservation.
*The “metabolism,”was a post-war Japanese architectural movement that fused ideas about architectural megastructures with those of organic biological growth. Just as old cells are replaced with new cells, it was envisaged that the old and out-of-function units would be replaced with new units in order to respond to the growth and change of society.
|Post Production Company:||YOKOHAMA SUPER FACTORY|
|Other Credits:||Creative Technologist : Shintaro Murakami|
|Other Credits:||Photographer : Keita Hayashi|
|Other Credits:||Print Producer : Shunichi Yamashita|