To launch a new fragrance for Issey Miyake, we wanted to chose a medium that would be reflective of the purity and fluidity of the fragrance. It began with choosing dancers from Merce Cunningham Dance and it evolved to include an XR responsive LED technology. In the end, the launch featured a choreographed dance performance interacting with a responsive LED installation, creating a visual and sensory representation of water's essence. This captivating and immersive experience aimed to engage the audience on a deeper level, highlighting the fragrance's simplicity and elegance. The use of cutting-edge technology and artistic performance aligned with Issey Miyake’s blend of art, nature, and technology, reinforcing the brand's identity and appeal.
