TOKYO – Geometry Global Japan will curate an art installation, “DO-RE-MI-RELLA by glo™,” at Roppongi Hills in Tokyo from June 28th to July 2nd.
The event is designed for British American Tobacco Japan (BATJ) which launched the next-generation tobacco device “glo™” in Sendai in December 2016. The Tokyo and Osaka launch is coming up on July 3rd. Geometry Global Japan has taken the lead on the campaign execution in Japan.
“DO-RE-MI-RELLA” is aimed to encourage people to enjoy the rainy season, not the most attractive of times. About 150 glo™-branded umbrellas will be installed in the high-ceiling space, some of them making DO-RE-MI sounds while some make random rain sounds. After sunset, the bright-orange umbrellas will be lit up.
Pablo Yano, Creative Director of Geometry Global Japan said; ”We had the opportunity to use Roppongi Hills Place to promote the launch of glo™, which happen to be on time for the rainy season. The idea came from the street of Agueda in Portugal, where umbrellas are used to protect against the heat wave every summer. We wanted to tweak the original idea, create something against the rain and add interaction where people can play music together by touching umbrellas. 14 umbrellas have a designated musical note which make the title of this installation. We hope people will enjoy the rainy season with music and brighten their day. And hopefully we could do it every year to celebrate the rainy season as well as the cherry blossom season, etc.”
