The objective was to publicise Kinokuniya’s interior design section. This section is located on the mezzanine level of Kinokuniya, which has significantly less traffic compared to the rest of the bookshop. There were some restrictions in the brief: the budget was insufficient for above-the-line advertising, and Kinokuniya, a Japanese bookshop, has regulations that require posters or point-of-sale items to match its contemporary Japanese-style interior.
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