This winter, it's not the illuminations that shine brightest—it's "me." What is the "interactive experience that makes women want to participate" offered by Lumine?

Lumine's Christmas initiatives began on November 17th. At "Lumine Shinjuku," "Lumine Yurakucho," and "Lumine Yokohama," they offer experiences that "make me shine," created by the fusion of design and interactive technology. This winter, instead of just going to see "shining illuminations," we introduce the heart-racing experiences Lumine provides where "I myself can shine."

Editorial Composition: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau

 

Technology-driven initiatives are increasingly spreading throughout cities. Especially during the Christmas season, the latest illuminations utilizing projection mapping and LED lights are being deployed in various locations.

From the outset, our planning team in charge of this year's campaign recognized that designing communications to maximize the buzz and draw for "Lumine's Christmas" required emphasizing originality to capture the interest of our target audience: women in their 20s and 30s. Rather than competing with facilities or amusement parks that deploy vast illuminations using the latest technology, we decided on a strategy focused on disseminating information primarily to our core female "Lumine fans," aiming to expand visitor numbers through their sharing. Here are the key points of this initiative.

 

Communication concept to create a Lumine-style Christmas

As a life value presenter that coordinates customers' "authentic self," Lumine uniquely offers a Christmas experience centered on interactive activities that spotlight the individual. The core concept is "My Shining Lumine Christmas." The theme "I Shine" was chosen because it resonates with the behavior data of our target demographic: women in their 20s and 30s frequently use social media, where selfie culture is deeply ingrained, making taking and sharing photos of themselves part of their everyday lives.

 

Partnering with specialists to bring the concept to life,

create compelling story-driven campaigns that move women

We explored mechanisms to boost female participation alongside two specialists: Akitoku Ohtani, Media Concierge representative with extensive experience and networks from executing diverse events and exhibitions, and Haruka Furuya, Creative Director who crafts experiences blending space, visuals, and technology. Together, based on the core concept, they designed and implemented the tactics for this campaign. Technology that creates interaction is merely a tool. What's crucial is designing actions from the perspective of how to engage our target audience—women—and spread the word. While conducting insight analysis, we hypothesized that story-driven initiatives incorporating technological elements, rather than strategies centered solely on the latest tech, would motivate women. Guided by the idea of "deliberately concealing technology" even in interactive experiences, we proceeded with plan design.

 

The symbolic object of the initiative and the story that drives participation

We created a story where everyone can enjoy various heart-racing interactive experiences in "SNOWDOME TOWN," which encapsulates special moments, using the snow globe—a well-known winter motif—as the campaign's symbol. Originally crafted as paperweights, snow globes gained popularity as thoughtful trinkets and travel souvenirs after the Eiffel Tower was enclosed within one in 1889. By capturing and preserving landscapes, scenes, and moments, and using the fantastical snow-dancing snow globe as the motif object, we express our desire for Lumine to create a "shining moment" – Christmas – for each and every customer.

Finally, here are the details for the events in Shinjuku, Yurakucho, and Yokohama. This winter, why not experience the "heart-racing, special sparkle" in snow globes that blend the design of these three venues with interactive technology?

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