tokyo: type pop-up store

© wieden+kennedy tokyo

now this is interesting. a leading ad agency has really gone the extra yard by imaginitively forging a link between a creative specialism and a product: glasses. we're talking the collab of wieden+kennedy's tokyo office with japanese online startup oh my glasses to launch a rather appealing new eyewear concept called type. in written communication people choose a specific typeface for to add meaningful layers of intent and expression to the words they write. similarly, its design affects how a message is communicated. w+k tokyo has used these subtle differences in the design of the type frames to influence the impression of the person who wears them.

the type collection is launched by using two typefaces known for their universality and individuality: helvetica and garamond. there are even a number of options that allow buyers to choose the weight / thickness of the frames [light, regular or bold], colour [black, torrtoise or clear], and lens style [prescription glasses or sunglasses]. an integral part of the launch is a special type pop-up store which has opened on the premises of the vacant gallery space in harajuku. shoppers aren't just able to try on and buy the various type frames on display, but the temporary retail space also hosts typography talks [open through feb 2]. location: vacant, 3-20-13 jingumae [harajuku].

© wieden+kennedy tokyo