Japan House London

Creating an authentically Japanese brand campaign

Campaign strategy
Campaign identity
Brand campaign
Campaign assets
Campaign activation
Art direction
Tone of voice

Client

Japan House London provides an authentic encounter with Japan, presenting the very best of Japanese art, design, gastronomy, innovation and technology, in London’s High Street Kensington.

Brief

Japan House London wanted to capitalise on the likely increase in public interest in Japan, following the Tokyo 2020 Olympic and Paralympic Games, by enticing people living in, or visiting London, into engaging with modern Japanese culture. Rose were asked to help Japan House London create a brand campaign to run during the Summer/Autumn of 2021, to build awareness of ‘the cultural home of Japan in London’. They wanted to position the venue within London’s cultural landscape as a free, innovative, must-see cultural venue and increase visitors to their exhibitions, restaurants and shopping experience.

Solution

We drew inspiration from the spirit of ‘omotenashi’, the Japanese custom of taking immense pride in anticipating and fulfilling the needs of guests in their homes, by providing outstanding hospitality with a warm welcome. Rose created the Japan House London brand campaign, to reflect this principle and welcome guests into their High Street Kensington home, to experience the authentic Japanese culture within it.

Working with Japanese illustrator, Isaku Gotoh, Rose created a house icon, composed of the unique and authentic products and experiences that could be found in Japan House London. Rose used the house icon throughout the brand campaign for Japan House London across an extensive London-wide campaign including OOH, London Underground, bus sides, digital, press, online and social. In addition, Rose also created a Jack Arts fly-poster campaign to be displayed in areas of the city with high cultural awareness.