Tait_ City, located in Tokyo Metropolis, welcomes 40 million visitors each year. Many of the city's established shops are performing well but aren't satisfied by their current status. The area used to have a sense of chic, or iki, a traditional aesthetic ideal in Japan. The aim of this project was to rediscover the value of the city's products by photographing them through a different perspective, and reclaim their sense of iki. The images were used across posters and in brochures.
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