BEAMS is a major fashion brand in Japan, and counts as one of the very few trend-makers in the Japanese fashion industry.

They provide all types of clothing under 38 different labels, and employs more than 1500 people nationwide. Their main target is young adults (18-35yo, male/female)

BEAMS defines itself, and is perceived as, a "Lifestyle Creator".

Their brand value is to define propose a stylish and modern lifestyle to their customers.

Their products always stand at the edge of fashion trends, and evolve constantly to match the fast changing environment of their customers.

Playable T-Shirts are based on Augmented Reality: the T-shirts come with a free mobile application (iOS/Android) that recognizes/tracks each T-Shirt design and displays 3D interactive content.

After buying a T-Shirt, users download the app and scan their T-Shirt with it to play with the 3D content, take pictures and share them on social networks.

Playable T-Shirts were sold as the main 2013 summer collection in all BEAMS stores in Japan. There was dedicated POP advertisement in each store, as well a special tag on each T-Shirt with instructions to download the app.

The launch of this very innovative collection generated a lot of buzz in the fashion industry and beyond, reinforcing BEAMS image as an innovative brand and a major trend-maker. The T-Shirt sales were a tremendous success, jumping by 1000% compared to usual summer T-Shirt collections.