Pola, Tokyo

Designed by: Hakuten
For client: POLA Floor area: 60.00 M² Year of completion: 2018
Submitted for: Pop-Up Store of the Year

Pola 068
© Tomooki Kengaku

Entrance attracting passersby

About the Project

“Communicating wrinkle care and spots care to millennials”
POLA’s new skincare series “Wrinkle Shot” and “White Shot” are innovative products whose effectiveness on skin was first scientifically recognized in Japan. While the target of spots removal and anti-wrinkle products are usually women in their 40s, this project aimed to appeal the products to millennials through the experience with gamification rather than fear appeal.

“The combination of brand experience and OOH advertising”
By taking advantage of the venue, Omotesando Zero Base, we expressed the brand using both outside and inside of the building. The concept of “SHOT BRIGHT”, which describes the future realized by the sharp effectiveness of the products, is represented by the graphics on the exterior wall. By using the whole building, this project aimed to appeal the brands to not only to target consumers but also to pedestrians including men.

What’s unique about it

“Revolutionary Touch-up experience appealing to both reason and sensibility”
Even if consumers test product in practice, they never feel its effectiveness immediately. This project aimed to appeal the brands to both reason and sensibility by deploying the experience which includes the game and hand projection mapping in the ordinal touch-up experience.
To communicate the spots removal product“White Shot”, the shooting game composed of white and black panels described how spots on face are improved through the game experience. The patter of the moving panel and the transforming visuals attract visitors and even pedestrians passing in front of the venue. Furthermore, to communicate the anti-wrinkle product “Wrinkle Shot”, hand projection mapping provided the experience as if feeling the effectiveness of Wrinkle Shot. The projecting images directly on visitors’ hands invokes the feeling as if seeing inside of their hands. The work allows visitors to enjoy hand projection mapping as an art as well as to feel the connection between the products and themselves.
Moreover, each moment in the whole event journey represents POLA’s hospitality, such as parasol service during the waiting time and courteous touch-up experience offered by beauty consultants. Both the contents with gamification and hospitality contributed high-quality value which can be experienced only on this site. The entire event succeeded to appeal POLA’s brand and promote consumer understanding of the products.

Pola Snap 005
© Tomooki Kengaku

In the waiting time we lent a parasol, so that we did not get caught in direct sunlight.

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© Tomooki Kengaku

Beauty director's polite touch-up explanation allows you to learn how to use items.

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© Tomooki Kengaku

Theater space immersed in the world of "Wrinkle Shot".

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© Tomooki Kengaku

Hand projection mapping provided the experience as if feeling the effectiveness of Wrinkle Shot.Revolutionary Touch-up experience appealing to both reason and sensibility.

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© Tomooki Kengaku

The work allows visitors to enjoy hand projection mapping as an art as well as to feel the connection between the products and themselves.

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© Tomooki Kengaku

Facade at dusk

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© Tomooki Kengaku

To communicate the spots removal product“White Shot”, the shooting game composed of white and black panels described how spots on face are improved through the game experience.

Pola 001
© Tomooki Kengaku

Facade at daytime. Communicating wrinkle care and spots care to millennials.

Picture expressing SHOT BRIGHT's experience.

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