NEWoMan TAKANAWA:
Imagination Project

Installation / Motion Graphics / Interactive / Art Direction

NEWoMan Takanawa's large-scale screen movie and interactive installation.

CATEGORY

Art Installation

Installation

Interactive

Motion Graphics

Moving Image

Signage

CLIENT

LUMINE Co., Ltd.

NEWoMan TAKANAWA Website

https://www.newoman.jp/takanawa/

NEWoMan Takanawa, LUMINE’s largest commercial development to date, opened in 2025. 
3AND was commissioned for the art direction, planning, and production of the large-scale digital signage on the entrance on the 2nd floor of the NORTH area, the interactive signage at the 2nd-floor entrance of the SOUTH area, as well as the transparent display installations.

The visual content is composed of four scenes, structured as a continuous loop in which “Imagination Ocean”, “Imagination Garden” and “Imagination Type” unfold alternately around a central base grid screen.

Through this project, Takanawa is portrayed as a city where past, present, and future overlap—an immersive visual environment that offers visitors a fresh experience each time they encounter it.

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The Base Grid

The base grid screen integrates these three visual elements while blending photographs and illustrations created in collaboration with six renowned photographers and illustrators.
 The photographs artistically capture the streets of Takanawa from unique perspectives, stimulating the sensibilities of visitors.
The illustrations depict future lifestyles and diverse forms of communication in Takanawa, enriching the vision of the city to come.

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Imagination Type

In Imagination Type, diverse words that shape the identity of Takanawa are brought together and transformed into symbolic motion graphics.

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Imagination Garden

Imagination Garden features fictional flowers created by combining a variety of CG textures. These flowers move dynamically, as if imbued with life, bringing a rich sense of motion and vitality to the space. 
In the interactive version, unique and mysterious flowers bloom in response to visitors’ movements.

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Imagination Ocean

In Imagination Ocean, the sea of Takanawa is fused with technology to depict a future city expanding from Takanawa Gateway—an “entrance to the world”—rendered through seamlessly connected 3DCG.

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Transparent Display

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CREDIT

Client:
LUMINE Co., Ltd.

Agency:
Konica Minolta Japan, Inc.

Production:
SPECIAL REQUEST Inc., 
enigma Inc.

Creative Director / Producer:
Kenji Maruyama (SPECIAL REQUEST)

Planner:
Narutami Furuya (SPECIAL REQUEST)

Kenji Maruyama (SPECIAL REQUEST)

Yusuke Murakami (3AND)

Project Manager:
Yurika Watanabe (SPECIAL REQUEST)

Art Director / Motion Designer:
Yusuke Murakami (3AND)

CG Design / Animation:
Yuta Nakano (raw inc.)

Yukito Terazawa (raw inc.)

Technical Director:
Shuhei Matsuyama (enigma Inc.)

Engineer:
Shuhei Matsuyama (enigma Inc.)

Kenji Oshina (enigma Inc.)

Yoshikazu Ono (enigma Inc.)

Takaki Kaminoura (enigma Inc.)

Sound Design:
Hal ca (Lada Inc. / Wave)

Sound Produce:
Mai Shimada (Lada Inc. / Wave)

Art Producer:

Maico Nishikoji

Artist:
Chisato Oda, Nari (Little Funny Face), Shintaro Yoshimatsu, Toshiaki Kitaoka, Genta Inoue, Tomohiro Mazawa