COS commissioned Beams & Co to creative consult an engaging, effective brand exercise in Japan. The brand exercise was to illustrate COS’s brand pillars – timeless, modern, classic, tactile –through the brand’s wardrobe essentials in collaboration with DAIKANYAMA T-SITE and in conjunction with the COS JAPAN e-commerce launch. Audiences were encouraged to engage with the COS design and learned more about the brand philosophy and design influences with art and architecture throughout the exhibition. Also on display were a selection of books and literature as an integral part of the installation.

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DAIKANYAMA T-SITE: Designed by Klein Dytham Architecture, is a retail market and cultural complex of books, music, and movie by rental chain TSUTAYA in Japan. DAIKANYAMA TSUTAYA BOOKS, the TSUTAYA for grownups, is tied to the theme of “A Library in the Woods.” Three building wings connect together along Magazine Street, a 55-meter long aisle that cuts through the middle at ground level. From this tree-trunk like artery, six book departments branch out by category. A Café space is housed within the complex to allow for leisurely in-store browsing.