Cannes Lions

BIWAKO NAGAHAMA KANNON HOUSE

HAKUHODO INC., Tokyo / CITY OF NAGAHAMA / 2017

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Overview

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Credits

OVERVIEW

Description

Our idea is TO CREATE A PLACE AND TIME TO MEET THE TRUE KANNON transported carefully from Nagahama, as the Kannon hall IN TOKYO. In addition, the Kannon is REPLACED with another Kannon every 2 months. So, many people living in Tokyo can meet various Kannon from Nagahama.

Kannon are so precious that they are rarely taken out. They have not only cultural value but also the feelings shared by the local communities.

It means to create a unique, essential and unprecedented brand experience space for City of Nagahama, totally different from an ordinary municipal antenna shop.

Execution

LESS IS MORE IMAGINATIVE.

We created the place and time to meet the true Kannon and made it simple as possible. That offers a modern and peaceful place of great relaxation, and makes visitors imagine the culture and lifestyle in Nagahama.

Visitors can see Kannon from 360 degrees and take pictures. The modern wooden structure is made with Hinoki cypress trees from Nagahama.

Above all, great cooperation of the communities makes those possible.

Outcome

11,700 people visited here in the 11 months since opening.

Visitors’ intention to visit Nagahama is 96% in the visitor questionnaire conducted by City of Nagahama.

The average staying time is about 20-30 minutes.

Those are remarkable achievements more than expected, despite of only one Kannon displayed.

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