Tokyo by Kenzo

09/07/07 00:01:52

the story of a city…

Tokyo by night… it’s easier to see than in full daylight. Faces stand out, pale and smiling, wearing red caps or painted in colorful sparkles under white masks. Neon lights flash, unveiling the bustling image of a city that refuses nightfall….and night never does fall, because darkness shuns Tokyo. Electricity reigns supreme. It lights up every last street and corner mercilessly, the shady alleys overflowing with yakitori and udon restaurants lost in clouds of steam spilling out to wide avenues of Shinjuku or Shibuya. Everyone is running and laughing. This is because people do laugh in Tokyo – a courteous, human, delicate laugh that is wonderfully contagious. In the distance loom large century-old trees, bonsais that rebel against the idea of remaining stunted. Their magnificent shadows caress the sidewalks where young spirits flit this way and that, endless legs, and a constant pulse of energy. Serene nature in a crazy poetic city. Tokyo by Kenzo. Tokyo experienced by a Westerner, dazed by jet lag and happy to lose himself in a boundless city with a real human dimension.

…for a new men’s fragrance

The fragrance
Explosive yellow: essence of ginger, lemon, grapefruit –
Luminous green: essence of shiso, maté absolute, green tea accord
Vibrant red: essence of pink pepper, bitter orange accord
Intense darkness: essence of guaiac wood, cedar, essence of clove and nutmeg

The bottle

Skyscrapers and bamboo, urban and vegetal, a pure and organic shape sprinkled with flashes of light, and expressive, colorful lines that recall the sharp lights of a Tokyo night. An interplay of saturated colors against a dense background, dreamed up by a resident of Tokyo: the Japanese designer Kashiwa Sato.

The box

The extraordinary energy of the Japanese capital, its endearing contrast of architecture and nature. Tree and city become one in stunning overlays, masculine and passionate. Also designed by Kashiwa Sato.

a jumble of images…

images in motion
A Westerner is lost in the Tokyo night. He seems to be seeking, observing the never-ending sensations of the night whirling around him: flashing neon lights with magical shop names, tree leaves that shimmer and capture the light, women’s legs swooshing by or stopping at a red light, busy, smiling Japanese faces, distinctive figures dressed in glistening clothing. A terribly intriguing world, pulsing with life. Sounds meld together, the noises of the city, hearts that beat and punctuate the hustle and bustle. The camera is hesitant, jotting here and there, not knowing where to settle, before finally deciding to run free: a reflection of the bubbling, fuzzy energy that zips through the city. The man finds nothing, despite the myriad of exchanges, gazes of women, turning heads, feet quickening their steps. He finds himself in a park: at the heart of Shinjuku, we see him dancing to electronic music by Broadcast – “The Future Crayon”, happy and “go-lucky”, intoxicated with the effervescence of the city.

Picture overprints
A joyful overlay of eight snapshots on the streets of Tokyo demonstrates the energy and sensuality, the neon lights, the uproar, the presence of a man, a touch dreamy, yet somewhat willful, amidst the colorful chaos of a Japanese night.

Who did what?

The bottle borrows a shape from the Kenzo heritage, reinterpreted by Kashiwa Sato. This Tokyo designer is famous for his stunning, modern style, which has already worked its magic in extremely varied fields, from album covers to architecture. Sato has received numerous awards and has been published and exhibited many times. Tokyo by Kenzo is his first contribution to the world of fragrance. He also designed the outer box for this project, as well as the layout for the press advertisement.
The fragrance is a creation by Marie Salamagne from Firmenich, who loves to blend scents and colors. She was inspired by the luminous spices and the explosive, responsive green notes of tree sap found in the colorful Japanese atmosphere.
The advertising film and photographs are the work of Patrick Guedj, who is also creative director for Kenzo fragrances. His discovery of Tokyo was nothing less than love at first sight.
The campaign was produced by the Japanese company AOI. Presented by Marilyn agency, the model, Michel Novello, lives in Rio. During the shoot, Michel happily surrendered to the Tokyo night, while still caught in the thrall of intense jet lag…
Although English, the music by Broadcast – “Locust” from “The Future Crayon” – was discovered during the shoot. It was just right to illustrate the poetic exuberance of the film.
tokyobykenzo.com