Japanese Kawaii Culture in Paris
Empire Entertainment’s Tokyo-based Asia Division recently introduced Japanese Kawaii (“cute”) Culture to Paris with a tour of Kawaii fashion ambassadors during the peak of Paris Fashion Week.
The Tokyo Crazy Kawaii Committee chose Paris, France because of its influence in world fashion and beauty and the fact that France hosts the highest number of annual visitors in the world.
Kawaii is a word that means “cute,” but it also contains other nuanced meanings such as having a generous attitude towards others or being accepting of various styles. With this three-day convention, simulating a mini Tokyo through fashion, food, music, and anime, Tokyo Crazy Kawaii Paris was successful in promoting awareness of such aspects of Japanese culture and creativity to large and influential audiences in Paris.
Empire Entertainment was responsible for bringing Kawaii to Paris by coordinating and directing a 109 Booth, which simulated 109, the iconic teen-fashion shopping mall in Tokyo.
The event was a huge success and attracted large crowds each day. A follow-up event has already been scheduled for 2014.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
