ROLE: CONCEPTION, CREATIVE DIRECTION, COPYWRITING
DELIVERABLE: PRINTED BOOKLET
DATE: AUG 2016
CONTEXT
BEAMS, an iconic, pioneering Japanese brand
BEAMS has been at the forefront of Tokyo cool for 40 years strong, from humble beginnings in Harajuku, Japan, to now commanding a presence of 140 locations around the world. This global takeover is a testament to their unprecedented impact on fashion, art, music, and design over the years. poweredby.tokyo’s mission is and always will be, to capture, document, and communicate individuals and organizations that are pushing culture forward with passion and intention.
CONCEPT
A collaboration between two entities that share the same vision
This book, a collaborative effort between BEAMS and poweredby.tokyo is the result of two movements with an unwavering desire to do things their own way. Two entities with a shared vision and a precise plan of being an established authority on culture, fashion, and lifestyle. By profiling actual BEAMS’ staff members, we were able to paint an authentic picture of modern urban Tokyo.
CREATIVE DIRECTION
Telling a story through crafted print medium
Together we approached this project with the desire to tell a story. The story of Japanese design, Japanese fashion, and BEAMS’ contribution to Tokyo’s cultural landscape. We chose the print medium with a clean, minimalist design to reflect the timelessness and attention to detail that BEAMS’ has become known for. Authenticity was paramount during the entire production.
