NTT DOCOMO INC.
RaaS Solution THE-ST
The OMO Store (NEW POINT x THE-ST), where both the real world and metaverse can be experienced through a smart toy, was launched for a limited time only in a shopping mall.
For new business development in the RaaS solutions area called THE-ST, addict was involved from conceptual planning, and took charge of communication design including naming / logo / graphics development, spatial design, experiential design for UI / UX, advertising promotion and PR.
For this store, ADK CO curated 7 smart toys to provide a new experience in selecting toys for children and their parents to enjoy together. The store environment was digitally transformed through a cloud camera, and an original dashboard, in which the offline and online behavioral data were connected, was provided to the brands that displayed their booth. Through a triple layer “store that does not sell products,” that crosses over online, real world, and metaverse, new value was created for both consumers and exhibiting companies.
Creative Director: Katsuya FUJIMOTO（addict） / Planner + Creative Technologist: Kenshiro SADAKA（addict） / Planner + Copywriter: Makoto UEDA（addict） / Planner: Minori NISHIDA（addict） / Art Director: Taku KASAHARA（addict） / Designer: Mayuko INOUE / Retouch: Yohei NAKAMURA, Kaori YAMADA / Producer: Hiromichi YAMAGUCHI / Account Team: Tsutomu HORIUCHI