I’m not a very fashioned person, but i admire a lot the fashion since presented in FRUiTS magazine (an iconic street fashion magazine) and I got blown away when I read at trends in japan that FRUiTS is producing a retail space in the new Marui department store in Shinjuku. This gave me the idea to talk a little bit about the renewal of the brand Marui, or if you prefer 0101.
The case was presented by Morihiro Harano, creative director at Drill Inc., at Dentsu Brazil, and here are some highlights of the presentation.
The main objective was to transform Marui, a popular clothing and fashion retail store in Japan, so they were giving a fashion therapy to Japanese people.
The Capsule logo was placed everywhere in Japan, Banners, front lights, subway posters etc.
This was just a teaser. The real campaign started with capsule vending machines, and the capsules had underwear inside and candy medicine.
The third part of the campaing was the Candy restaurant , that served everything in candy form, it became a huge media sensation.
The fourth part Drill projected huge images in the facade, to indicate that Marui was undergoing a renewal and became a fashion icon store.
Over 100.ooo costumers went to the opening day and on the opening month the store had and average 70.000 visits a day, achieving 120% of the sales goal.
The campaign is considered the most successful ever produced for Marui.