To promote and maintain Kinokuniya Bookstore’s reputation as the place to go for inspiring reading material.

The final design of the witty bookshelves came about with this realization: now folks write in abbreviations, and reading means surfing internet headlines or Facebook - it’s high time to remind them that books fill your mind with flashes of inspiration, spark bright ideas, stimulate great conversation, and are conducive to deep thought – wherever you may be.

The posters received favourable comments ranging from “Those shelves are so cool!” to “Does Kinokuniya sell them?”, and even “It makes books so sexy” and “Could I have the posters? I want my contractor to make bookshelves like that.”