Tokyo Memories Launch Activation
Client
NIHON L'ORÉAL
Idea
To mark the launch of "Tokyo Memories,” Maison Margiela’s first-ever city-exclusive fragrance, we created a multi-layered launch activation inspired by the brand’s defining concepts of “deconstruction” and “anonymity.” We placed letter-themed key visuals in unexpected locations where OOH advertising is not typically found, including the backstreets of Shibuya. Then, as part of a live activation, we had actors Takumi Saitoh and Non appear in person to handwrite the opening lines of their own “letter never sent” directly onto the posters. A guerrilla-style documentary short film set on the streets of Tokyo was released through the actors’ social channels and other digital platforms. The opening lines handwritten by Takumi Saitoh and Non on the street installations offered a glimpse into the unfinished emotions of a “letter never sent,” leading audiences to a dedicated website where the letters could be read in full. The story then continued at the Maison Margiela Fragrances store at GINZA SIX through a series of immersive brand experiences, transforming a simple fragrance launch into a connected journey across street, digital, and retail touchpoints.