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Laforet HARAJUKU | Grand Bazar 2016 Summer


Laforet HARAJUKU Grand Bazar Summer 2016

Laforest HARAJUKU's biggest summer campaign "Laforet Grand Bazar" run from July 21 to 25 this year.
The campaign theme [FASHION HOBO] was inspired by the signs and symbols created by hobos (traveling workers) throughout Europe and America in the early 20th century. It is widely understood that hobo signs and symbols originated in order to communicate between fellow hobos, informing each other of specific information about each area and the local people, possible work opportunities and warnings of any danger. Symbols were drawn with chalk on roadsides and walls.

The camapign's unique and specific fashion hobo language was created just for Laforet HARAJUKU's Grand Bazar. Aimed at people coming to seek fashion, the design not only adorns the façade of the Laforet HARAJUKU building and throughout the stores, but also includes a TVC, online visuals, DMs, fans, shopping bags, and other promotional materials. The 15-second TVC went live from July 18 through 25.

原宿のショッピングビル Laforet HARAJUKU (ラフォーレ原宿) の今夏のキャンペーン LAFORET GRAND BAZAR(ラフォーレ グランバザール )の企画制作を手がけました。

今回のキャンペーンのテーマは「FASHION HOBO」です。ヨーロッパやアメリカのホーボーが仲間内で使っていた 「ホーボーサイン」と呼ばれる符丁に着想を得て、ラフォーレオリジナルのサインを作成しました。この「ホーボーサイン」 が、LAFORET GRAND BAZAR期間中の7月21日~25日のあいだ、ラフォーレ原宿のファサードのほか、店内装飾からWebビジュアル、DM、うちわ、ショッピングバッグまでを埋め尽くしました。

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