Challenge:

In 2021, the Japan Philharmonic Orchestra held a concert with the theme of “alcohol.” The concert hall bar traditionally a place to enjoy the vibe of the concert hall before, during and after the performance, had closed indefinitely due to COVID-19. We wanted to provide the full concert experience from when visitors entered the doors until they exited the concert hall.

Idea:

Classical music is something that is aged with time. It heals and captivates. In this way, classical music is much like fine liquor. We created a series of posters expressing the “euphoria of music,” by likening orchestra instruments to alcoholic drinks.

Execution:

The posters were displayed in the foyer of a concert hall where alcohol would have been served if not for the pandemic, and created a visual using alcohol that would have piqued the taste buds of the visitors.