Dentsu Inc. Launches 'Tech-Noh Project' to Expand Traditional Performing Art 'Noh' with Technology

Dentsu Inc. Launches 'Tech Noh Project' to Expand Traditional Performing Art 'Noh' with Technology

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) today launched the "Tech-Noh Project," which aims to expand the possibilities of the traditional performing art of Noh using technology.

This project aims to combine Noh, considered one of the world's oldest surviving performing arts, with diverse cutting-edge technologies. It seeks to develop new expressions for this traditional art form and explore its application in various contemporary social contexts.

While Noh stands as one of Japan's most prestigious performing arts, its audience and performance opportunities remain limited even within the country. Furthermore, despite its extremely high international acclaim as an expressive art form, its application in contemporary settings is virtually nonexistent.

As with other traditional performing arts, to challenge the fixed perception of Noh as lofty and difficult to understand, creating new value through "co-creation" is essential, alongside efforts from the Noh community itself. Therefore, the Tech Noh Project will engage various companies, organizations, and creators to explore applications, including in business settings, as Japanese culture gains increasing global attention.

Potential applications include stage performances for audiences, including international visitors to Japan, as well as corporate TV commercials, video content, and elegant, sophisticated presentations.

The project's inaugural performance will be "Dali Noh" at the opening ceremony of the Dali Exhibition* held at the The National Art Center, Tokyo. For this performance, the Noh troupe "Tessen-kai" will perform, while "Daishin Seiki Co., Ltd.", a precision machining company, will create a new Noh mask using groundbreaking high-precision metal machining techniques. Additionally, visual direction by Seiichi Saito of the creative collective "Rhizomatiks Architecture," known for projects utilizing cutting-edge media technology, will be incorporated to create the ethereal beauty of the digital age.

Following the Dali Noh, the Tech Noh Project will continue its theme of "Traditional Performing Arts × Technology," engaging in co-creation with leading practitioners and creators of Japan's representative traditional performing arts.

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*Exhibition Homepage (Dali Exhibition)
http://salvador-dali.jp/

Exhibition Period: Wednesday, September 14, 2016 - Monday, December 12, 2016
Hours: 10:00 AM - 6:00 PM (Open until 8:00 PM on Fridays)
However, open until 10:00 PM on Friday, October 21 and Saturday, October 22
Closed: Every Tuesday
Venue: The National Art Center, Tokyo, Exhibition Room 1E (Roppongi, Minato-ku, Tokyo)

<Dali Noh Performance (Dali Exhibition Opening Ceremony) Overview>

Overview: A "Dali Noh" performance will be staged at the opening of the Dali exhibition. Challenging the fusion of tradition and innovation, just as Dali himself did. This performance, born from the fusion of traditional performing arts and cutting-edge technology, will be unveiled for the first time.
Date & Time: Tuesday, September 13, 2016, 4:00 PM~
Venue: The National Art Center, Tokyo, 1st Floor Lobby (Roppongi, Minato-ku, Tokyo)

*The opening ceremony is invitation-only. Not open to the general public.

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■ "Tech Noh Project" Logo