#Japan #Tokyo #Promotool #Hashimoto #MAP ART

Urban Branding Reimagined: Merging Scent and Art

Promotool Co., Ltd., a leading scent technology company based in Bunkyo-ku, Tokyo, is about to change the landscape of urban branding with an innovative partnership with PoC LLC from Setagaya-ku, Tokyo. Together, they are launching a comprehensive service called “Urban Branding Solution,” aimed at municipalities, developers, hotels, and commercial facilities. This new service leverages the insights gained from the “Saitama City scent” project, aiming to transform urban identity through scent and artistic expression.

In an era where a city’s worth cannot solely be measured by its architecture or transportation efficiency, the value of unique experiences has taken center stage. With the challenges of population decline and intensifying intra-city competition, municipalities and developers are tasked with crafting distinctive experiential narratives that resonate both domestically and internationally. Urban competition has evolved beyond attracting residents and businesses to now focusing on the unparalleled experiences a city can offer.

Promotool has a rich history of utilizing scent to enhance spatial design and branding for various entities, including hotels and local governments, demonstrating the tangible value scents can add to environments.

On the other hand, PoC LLC is the creative force behind “MAP ART,” an artistic representation that takes urban maps as a foundation. MAP ART creates intricate, multi-layered artworks that represent visual elements from urban landscapes including bodies of water, residential areas, and transit routes, expressed in vibrant colors with the precision of paper cutting techniques down to 0.2mm. This innovative form of modern art has received widespread acclaim for its immersive and captivating presentation, drawing viewers into the depth and essence of the city depicted.

Artist Spotlight: HASHIMOTO

HASHIMOTO, born in 1969 in Fukushima, transitioned from product design to becoming the visionary behind MAP ART since 2019. His work layers elements of urban life, memories, and narratives into three-dimensional pieces that not only captivate but also resonate deeply with audiences. The upcoming Art Fair in Tokyo 2025 is anticipated to further elevate his recognition in both domestic and international spheres.

Through this collaboration, Promotool and PoC propose a revolutionary urban experience: to remember cities not only visually but also through scent. “MAP ART” serves as the visual embodiment of a city’s landscape while Promotool crafts the olfactory memory of that city. By combining these two strengths, they aim to create a brand experience that allows people to not just observe but also feel and remember the essence of the places they visit.

The Five Senses Approach to Urban Branding

This initiative plans to:

• - Design unique urban stories.
• - Develop and sell city-specific fragrance products.
• - Launch city-branded products through e-commerce and retail outlets.
• - Create experiential pathways at stations, commercial facilities, hotels, and tourist spots.
• - Design aroma-infused spaces.
• - Produce MAP ART.
• - Provide fragrance samples (aroma cards and fragrance cards).
• - Develop original products such as aroma sprays and hand creams.
• - Aid in tourism promotions, corporate PR, and anniversary celebrations.

A distinctive feature of this service is its holistic approach to urban branding, which extends beyond merely logos and catchphrases to include scent, art, products, and spatial experiences. While primarily targeting municipalities, the implementation will also reach developers and hotels, among other sectors.

Diverse Applications

The service is envisioned for a wide range of applications, including:

• - Municipalities
• - Real estate developers
• - Hotels
• - Commercial facilities
• - Tourism associations
• - Railway companies
• - Airports
• - Redevelopment projects

Targeted urban areas include major development zones like Marunouchi, Nihonbashi, Shibuya, and Azabudai Hills, as well as railway companies with brand identities linked to specific lines and stations. In the context of redevelopment and large commercial projects, offering experiences that resonate with the unique character of the area is becoming increasingly essential. By merging scent-based branding with the modern artistry of MAP ART, Promotool aims to enhance the brand value of cities themselves.

Aiming to be the Go-To Urban Branding Company

Promotool has established its reputation as a leading scent branding company, enhancing the value of spaces in hotels, offices, commercial facilities, and local governments. Moving forward, the company plans to expand its offering beyond scent alone, turning itself into a comprehensive urban branding company that integrates art, design, and experience.

Leadership Insights

Ken’suke Ogata, the CEO of Promotool, commented, “Cities have their own unique histories, cultures, and human activities. We have expressed this charm through scent. Meeting MAP ART as a brilliant form of expression enables us to create a new urban branding service that offers experiences through both visual and olfactory senses.”

Ron Shue, the representative of PoC LLC, remarked, “Through MAP ART, we have visualized urban structures and charms. The addition of Promotool's fragrance creates an even more multi-dimensional experience for cities. We are expanding possibilities for urban branding targeted at municipalities, developers, hotels, and commercial facilities.”

Future Developments

In the near future, the companies plan to collaborate with municipalities, railway firms, comprehensive developers, hotels, and commercial facilities to build city brands across Japan. They will also develop original products using locally inspired scents and MAP ART, which will be available on the e-commerce platform 'Essence for Life' and their flagship store 'L'esprit'. The first initiative will leverage insights from the “Saitama City scent” project and expand across various locations, contributing to the development of urban brands in different regions of Japan.

About Promotool Co., Ltd.

Promotool Co., Ltd. stands as Japan's preeminent scent technology company, specializing in fragrance development, olfactory craftsmanship, and scent analysis. They continue to be chosen by renowned clients such as JAL, Asuka III, and Shiseido due to their uncompromising standards of quality and safety. With a dedicated approach to addressing diverse scent and aroma needs, they strive to create new value through the power of science and sensitivity.