A solo exhibition for creative director Kashiwa Sato, held at the National Art Center, Tokyo. Here one can fully experience the trajectory of his 30 years of work on innovative CI/VI designs and brand strategies in various fields. The curation and design of the exhibition was done by Kashiwa Sato himself, and its concept was to convey the idea of creative direction to society through the entire exhibition project, including exhibition planning, space design, advertising, and PR.

 The space, itself a new piece, makes full use of the scale of the exhibition room, an area five meters tall and over 2000 m2 in area. For this project, we prepared a suburban studio where we could reproduce walls of the same size. By studying all elements in full size over 4 years, we created a detailed product that’s hard to believe is a limited-time exhibition. Everyone in Japan has seen the work of Kashiwa Sato, who has been involved in the design of company and brand logos and products. His work was reconstructed and made into an exhibition. THE LOGO in particular was created with materials associated with each brand, and dynamically expresses brand stories. It is a very new endeavor, with a meta-structure which regards the entire exhibition as one piece which conveys the act of creative direction. It had transcendent innovation, completely different from traditional design exhibitions which reflect on the achievements of creators. 

Despite restrictions due to the novel coronavirus pandemic, more than 150,000 visitors came during the exhibition period, creating a buzz in society, and it was a huge success in terms of mobilization and business. The exhibition was not limited to the museum during its period. Media was actively used to reach people all over the world, with a satellite exhibition in Shanghai, the streaming of original movies and conversational videos on YouTube, and a virtual exhibition held in VR.