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Tokyo Pen Pixel
MUJI

37,968 MUJI Pens Re-Create the Iconic Tokyo Tower

VISUAL
Role —  Ideated and detailed the concept, created visuals for the mural and animation assets for projection mapping, built the physical installation, and audited on-site production.
Team — 5 Creatives, 2 Technologiests, 1 Content Strategist, 6 Producers, 2 Production Vendors 

1.Context

Background


The Tokyo metropolitan government partnering with MUJI wanted to thank their sister city Paris, for their long relationship and remind them of Tokyo as a potential travel destination.

Task


Create an interactive installation using MUJI products to represent the culture of Japan, specifically Tokyo, and promote the city as a travel destination. The installation should celebrate the partnership between Tokyo and Paris, drawing Parisians into the store through a culturally engaging and visually impactful experience.

Idea


Used 37,968 Muji pens to re-create the iconic Tokyo Tower, the sister of Eiffel tower at the Muji Paris store.

Outcome


Tokyo Pen Pixel attracted over 20k customers than the previous year, making it Muji’s most-loved social post of all time. 
The event garnered coverage from 112 media outlets, reaching over 112 million people worldwide.
The project received six global awards, with seven recognitions, including Merit and Finalist honors.
Following its success, the event held in Paris attracted thousands of customers during Christmas 2017.

2.The Exhibit

Forum des Halles store in Paris in December 2017


37,968 MUJI pens re-created the iconic Tokyo Tower, an hommage to the Eiffel Tower, at the MUJI Paris store. Adding projection mapping lighting up the Tokyo skyline. On Christmas Day, we gave away all the pens; a gift from Tokyo to Paris.















3.BTSTo test both the technical and creative feasibility, we first built the mural in Tokyo. It also served as the set for our promotional video shoot. After filming, the mural was carefully dismantled, wrapped, packed, and shipped to Paris, where it was reassembled for the exhibition.

It was a full-on, sunrise to midnight hustle, powered by the incredible teamwork of R/GA Tokyo, MUJI, and our production partners. 






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