Full sensory experience in Tokyo, produced from A to Z
In Tokyo, we crafted a one-of-a-kind multi-sensory experience designed for 1,600 global participants. Marking a significant 10-year product milestone, this experience journeyed guests through a full sensory immersion, sight, sound, taste, touch, and smell, transforming each moment into a celebration of both brand and place.
A custom-built venue at the heart of Tokyo
For this bespoke project, we constructed a temporary, fully equipped event venue from scratch, occupying a vast 10,000 m² space next to the famed TeamLAB Planets. It took 10 months of meticulous planning and six intensive weeks of construction. Japan’s rigorous building codes, including earthquake-resistant structures, demanded an intensive planning process, nearly quadrupling the typical timeframe required in Europe.
To deliver a high-end experience, we opted for a multi-zone interior design concept, blending vibrant colours, glossy finishes, and carefully selected materials. Each area had distinct characteristics, bold neon signs complemented fine sound-absorbing fabrics, while thoughtful lighting and warm textures gave the venue a slick, modern edge.
Multi-zoned sensory encounters
Within this expansive 5,000 m² guest’s space, we introduced immersive zones, each crafted for a unique sensory encounter. Key highlights included the Flavour Cloud, a mesmerising reflective tunnel where rich scents, vivid visuals, and sound effects transformed each transition into a journey. The Pleasure Garden provided a lush, open space to unwind under the dynamic Tokyo skyline, complete with molecular cocktails, an innovative relaxation LED light garden zone that also offered rare vistas of the city.
One showstopper was the Flavour Cloud. Guests entered this dome-like space to sample curated flavour shots, surrounded by dynamic light displays and laser effects that simulated a floating aurora borealis, a captivating blend of taste, sight, and sound designed to evoke a sense of wonder.
From experience design to meticulous event management
Leading the full scope of the project, we managed everything from guest and VIP artist arrangements to construction and design, collaborating with some of the best suppliers from Japan, France, and Germany. The seamless execution was not only a logistical feat but a celebration of expertise across borders, uniting local and international talent to bring this vision to life.
Interactive, immersive engagement
Upon arrival, guests received a BRS developed ‘digital companion’, serving as both an experience guide and “Flavour Passport.” This interactive component invited attendees to hunt and collect sensory stamps, unlocking rewards and deepening brand engagement. Gamified experiences allowed guests to become active participants within the event narrative, which wove elements of sensory discovery and shared moments.
The audience was constantly moving through different zones, trying different foods/ drinks and visiting all zones. This would not only deliver an enhanced engagement but, with allowing each zone’s sensory element to resonate, this would in turn would create a richer and more memorable experience for the guest.
Evolving the night with live performances
The experience’s crescendo was marked by a live performance from the Brazilian marching band ‘TechnoBrass,’ setting a lively pace for the evening’s final phase. This high-energy act infused the venue with rhythm and vibrancy, and as guests moved through mirrored corridors, colour gradients, and scent-driven activations, the scene felt entirely otherworldly, a true sensory explosion. Steve Aoki was the headline artist delivering an incredible 90min surprise set, and Japanese rap legend Awich joined the stage for a unique collab with Aoki, breaking into freestyle accompanied by Aoki’s mix.
Building memories into the experience
Throughout the evening, guests captured their favourite moments, uploading photos to a dedicated microsite, with images instantly displayed in a dynamic mosaic on LED walls across the venue. This visual integration connected personal memories to the shared celebration, culminating in a grand showcase on a 16-metre-wide LED screen by the night’s end.
This bespoke experience created lasting connections by inviting guests to participate directly in the journey: an immersive, collective celebration that redefined brand loyalty through sensory exploration and intentional interaction.
Credits
- BRS — Core Team
Brendan Shelper
Executive Creative Director
Judith Hoch
Managing Director
Moritz Borchardt
Senior Event Director
Sarah La Tragna
Head of Events and Activations
Emily Landers
Creative Producer
Jon Buckels
Head of Creative
Ky Lloyd
Head of Production / PSM
Janina Schaffrath
Project Manager
Alessia Avallone
Junior Project Lead/PC/Artist Management
Kaya Knepper
Project Assistant
Andy Machals
Secondary Creative Producer
Anna Engelkamp
Production manager press conference
Jan Berger
Project Manager Furniture - BRS — Documentary Team
Paula Kopczynski
Documentation Team Manager, Production Documentation
Jeffrey Jimenez
Videographer and Editor
Marcus Zumbansen
Photographer, Photo Team
Jacquline Kratzer
Photographer
Joern Pollex
Photographer
Bernhard Russow
Camera Operator
Montell Taraschweski
Camera Operator
Lars Goldbach
Camera Operator
Julian Spillner
Regie/Edit - BRS — Light Team
Chris Moylan
Light Designer & Photographer
Daniel Gündner
Light Operator 1
Arthur Kechter
Video Operator
Sebastian Hüwig
Light Operator 2 - BRS — Video Team
Stefan Spendier
Creative Media Producer, Content Management and Documentation
Shan Blume
Media / SMT Project Management
Duncan McDade
Senior Motion Designer, Motion Design
Morten Fossey
Motion Designer - BRS — Costume
Isabel Seidler
Costume
Veit Nachtmann
Nebulite – Funkelfetisch
Kaori Kohyama
Translator
Atlantis
Technical Partner from Germany
Technohaus
Technical Partner - BRS — Catering
Sam Bompas
Catering Consultant - BRS — Spatial Design
Philipp Hohman
Senior Architect & Spatial Designer
HEY HOH STUDIO
Architectural Design
Planning your next brand experience?
Whether for a product launch, brand activation, large-scale cultural ceremony, consumer event, or immersive experience, our cross-disciplinary team across Europe and beyond is ready to collaborate.
Starting with us is easy — drop us a line, share your early vision, and let us bring it to life.
