SXSW 2017
Japan Factory

Overview

Founded in 1987, South by Southwest (SXSW) is an annual festival held in Austin, Texas, encompassing music, films and interactive media. In 2017, the exhibition project, Japan Factory, participated in the festival to demonstrate how Japanese technology can be translated into stories and contents. We created the visual identity and also executed the overall art direction and space design.

The visual identity showed journeys of a thin white line on a black background that developed freely into various shapes and expressions, an echo of the theme that one form of technology can evolve into different forms of entertainment. We applied this concept to spatial design in order to provide visitors a linear experience both on two and three dimensions. We were also in charge of art direction and design of the digital installation, which won the FWA award for Site of the Day.