May 19, 2017 | By Sarah Housley
Experience Lifestyle & Interiors on WGSN.
In the run up to holiday festivities, Japanese brand Muji has put together a sweet treat for its customers at the Yurakucho store in Tokyo.
This delightful miniature gingerbread town is the work of creative agency tha ltd., comprising its very own commuter train, tiny residents, 100 houses, as well as edible decorations made from the Muji’s line of homemade snacks. Hidden miniature cameras dotted in and around the festive scene enable viewers from anywhere in the world to observe and interact with the fun. The brand’s Home Made website features a 24-hour livestream of the gingerbread village, while those on Twitter can tag a photo with #mujixmas and watch as it magically appears on the website’s feed.
As discussed in our recent Multichannel Marketing & Beyond report, this is another great example of a brand integrating a consumer’s physical and digital shopping experience.
The gingerbread town is on display at the Yurakucho Muji store through December 25, 2012.
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