Neuro Surge - Shiseido, Ginza

Designed by: SHISEIDO TEAM 101 / WOW
For client: SHISEIDO CO., LTD. Floor area: 550.00 M² Year of completion: 2017
Submitted for: Exhibition of the Year


Public Score
7.39
7.29 Function
7.40 Innovation
7.49 Creativity
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About the Project

Taking ideas from neuroscience, we worked to interact with the senses and awaken the possibilities of the viewer, expressing the philosophy behind SHISEIDO’s new skincare series. NEURO SURGE was a large-scale monument that pierces through the atrium between the first and second floors of the Shiseido Ginza building. Created from advanced-material fibers and standing nine meters tall, the work displays changing expressions of light. Meanwhile, INTERACTIVE WALL was a nine-meter wide, five-meter tall screen of stretch fabric. Touching and pushing the screen creates a visual image of self-activation. With delicacy and boldness, these installations expressed the complex way everything was intertwined—different kinds of information, human relationships, social structures, infrastructure. They were a visualization of the information transmission carried out by the sensory nerves of consumers / ordinary people, exposed to human emotions on a daily basis.

What’s unique about it

The world of neuroscience was embodied by the innovative collaboration of creative expressions and the combination of various materials.

NEURO SURGE was created from by advanced-material fibers which integrated into a digital system. The light-emitting fibers were complexly tangled and formed a unique shape. Since the fibers 0.9mm in diameter are flexible and fragile enough to be snapped if stretched by more than kilogram force, the tension of fibers was calculated by a computer. This luminous structure symbolized the information transmission through the sensory nerves.
The fibers symbolize the nerve system as they focus on one place and scatter in every direction. The changing expressions of the light vividly show the world of this skincare brand.

INTERACTIVE WALL was an interaction system which used the sense of touch. The smoothness of the nine-meter wide and five-meter tall fabric wall and the projection of moving images on fabric wall with music guided the visitors to touch the wall. The use of Kinect (Camera-shaped sensor) provides an interactive experience to visitors.

The innovative installation fascinated many visitors and succeeded to communicate the revolutionary idea and the beauty and the power within the human body.

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Location of project:
Credits:
SHISEIDO TEAM 101



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