Neuro Surge - Shiseido, Ginza

Designed by: SHISEIDO Team101 / WOW / HAKUTEN
For client: SHISEIDO Floor area: 140.00 M² Year of completion: 2017
Submitted for: Best Use of Digital Technology

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About the Project

NEURO_SURGE

This work was produced to express the worldview of SHISEIDO’s new skincare series, which stimulates the senses and awakens your inner possibilities. This is a huge installation work about 9 m in height that pierces the atrium of the SHISEIDO Ginza Building from the first floor to the second floor and creates an unprecedented display of light with the use of newly advanced fibers.
It presents the complex intertwined state of various information, human relations, social structure, and infrastructure, with subtlety and boldness. It visualizes the information transmission of ordinary citizens’ sensory nerves exposed to daily human emotions. Touching an interactive ball changes various lights representing neurotransmission.

INTERACTIVE WALL

Used stretch fabric as interactive walls which were 9m (w) x 5m (h).
By touching the wall, the visual images which expressed how inner energy gets activated start and interact with the audiences.
The path between these two walls are narrowing toward its end, crystallizing your senses, and take you to the product room.

PRODUCT ROOM

SHISEIDO’s new product which focused neuroscience is displayed on pillars of which top board was covered with LED. This room inspires you as if you were in a meditation room. Information is shut down in this room as minimum as possible and you can feel and enjoy the product itself by amplifying your senses.

What’s unique about it

With delicacy and boldness, these installations expressed the complex way everything was intertwined by utilizing the new materials and Japanese sense inspired from tea ceremony.

With NEURO_SURGE at the entrance, you can feel how your senses and nerves are working by being exposed to lots of daily information or surroundings. At the 2nd installation, INTERACTIVE WALL, you can see the visualization if your inner energy triggered by touching the wall made by stretchable fabric. At the last installation, PRODUCT ROOM, lot of information are minimized with low light and quiet sound, to etch the product in this sophisticated space. The design of the product including the form and texture of the bottle surface is inspired by Chaki. We wanted people to enjoy and appreciate the product, form, texture, scent, etc.. by amplifying their senses through those installations.

Through these 3 installations, people face their inner energy one by one and their senses are awakened at the last installation. It is just like the Japanese tea ceremony, amplifying the senses, listening to the environment, enjoying the aroma and texture of tea.

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NEURO_SURGE

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PRODUCT ROOM

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PRODUCT ROOM

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PRODUCT ROOM

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INTERACTIVE_WALL

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NEURO_SURGE

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NEURO_SURGE

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Exterior of Shiseido Ginza Building

Location of project:
Credits:
SHISEIDO Team 101



NS Corporation

(Freelance)

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