GEM Kingdom – Kewpie Mash Up Art
A few days ago I passed this shop window – slash – gallery inside Tokyo’s Marunouchi Building (丸ビル). The shop, H.P. France runs this mini gallery as part of their shop promotions, giving all their brands a chance to shine. This time it was GEM Kingdom‘s turn and they created a rather spooky but wonderfully wicked mash up using their accessories and the cult-mayonnaise figure of the Kewpie doll.
This character might not be very famous in rest of the world but in Japan it is an icon, as it should since it is generally regarded as the first example of character driven product marketing in the world. And as we all know, character driven product marketing is something that the Japanese do very well. I think we can also assume that this kind of mash up is the defining art form of the 21st century so far. Enjoy!