The Shiseido Forest Valley
Unveiling the Forest Valley
To celebrate the opening of Jewel Changi Airport, Shiseido commissioned a brand installation — the SENSE Forest Valley: a meandering walkway with sensorial triggers created by Teamlab Tokyo which comes alive only at night.
Jack Morton Singapore was tasked to create an impressive and immersive launch of this installation, unveiling it for the first time to the press and influencers.
Awakening the beauty within
To illustrate the mysterious beauty that lay within Shiseido's hidden forest valley, we looked to various ancient Japanese concepts of beauty and discovered Mienai Oshare.
Mienai Oshare is described in Japanese culture as the invisible beauty of Japanese women, a mindfulness that comes from within.
Likewise, the SENSE installation encourages you to look beyond the surface and find your truest sense of beauty by connecting with your inner self.
A Journey of the Senses
To align with the theory of Mienai Oshare, we decided to break down the entire experience into a journey of the senses, whereby the ’true’ beauty of the experience can only be discovered and elevated when your senses have been dulled in the first place.
THE IDEA
Witness beauty beyond perception as we unveil the SENSE installation from darkness.
Revealing the SENSE installation
Broken down into three parts - Calm, Revive and Explore, we dull the senses of the guests upon their entry through a blacked-out walkway, concealing the SENSE installation with a screen.
As guests move along the walkway, we gradually revive their senses through sights, sounds and scents of nature. Guests gathered at the event square, taking in the perfect bird’s eye view of the installation during its launch.
Post-launch, guests experienced a sensorial breakdown through individual experiences highlighting the function of each sense.
Done during my time at Jack Morton Worldwide.
Creative Director: Rory Brett
Creative Strategy: Nina Loh
Designer: Khaleedah Sairi