In Japan, Amazon is little associated with fashion, and there is not much brand awareness for Amazon Fashion. But by becoming the main sponsor of Tokyo Fashion Week starting from the 2017SS Collection, Amazon began a full-fledged effort to enter the fashion market. It aimed for a grand unveiling of the brand to the fashion industry by hosting an opening ceremony on the first day of Fashion Week.

On one wall of Space O in Omotesando Hills (the venue of the event), 125 actual boxes were placed to serve as the “screen” for the projection mapping performance. The video projected onto the boxes and the boxes themselves were designed to convey a sense of anticipation and the many surprises that Amazon Fashion will be bringing to the fashion industry. The design of the performance was simple, but the complex and perfectly synchronized execution successfully impressed the artistically discerning audience of fashion professionals and fashionistas.