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Skira

Skira

Kuniyoshi

CHALLENGE

Express the atmosphere and style of Japanese master Utagawa Kuniyoshi – an artist who might not be well known to the general public, but was a fundamental part of his era and to the development of the technique known as xylography. His first monographic exhibit was held at the Museo della Permanente di Milano, inaugurated on October 4, 2017.

IDEA

To recreate – in an urban context – the characters of one of the artist’s favorite subjects: the world of the samurai. For an entire day, 30 actors were accurately dressed in ancient Japanese clothing and traditional samurai armor. They moved through the main streets of the city like an out-of-date procession, using their swords and sticks to perform kendo in the piazzas. The last show was scheduled to take place right in front of the museum entrance, just as the exhibit opened to the public.

KPI

8 Hours of activation
30 Actors
+2.000 Social interactions
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