Issey Miyake’s L’Eau Majeure d’Issey and its refreshing advertising
Water is a central element for Japanese designer Issey Miyake. Indeed, faithful to the traditions and customs of his country of origin, he always tries to convey a certain feeling of serenity in his fragrances. He therefore chose water as a symbol of purity. This tradition he has made his own is once again respected with the release of the fragrance L’Eau Majeure d’Issey. However, the advertising for L’Eau Majeure d’Issey also has a certain ardor . The water is explosive there. Let’s take a closer look at this clean and elegant advertising campaign.
Water as a source of inspiration for Issey Miyake for L’Eau Majeure
Issey Miyake is a Japanese designer who was born in Hiroshima and raised in Japan in the post-war context. He is also one of the first Japanese designers to have organized a parade in Europe, in 1973. If he knew how to get used to our Western creative style, he also remained faithful to the Japanese tradition. Thus, all of his creations confer a certain serenity. For him, each room must be a vector of appeasement. This is why Issey Miyake chose to make water his main source of inspiration.
Each of its fragrances is a tribute to this natural element. After all, isn’t water our main source of life? Logically, it is therefore she who is placed at the center of advertising for L’Eau Majeure d’Issey. On percussive rhythms, it sometimes reveals itself fiery or calmer. She manages to create unexpected shapes, sometimes in waves, rectangle or letters. L’Eau Majeure d’Issey’s water seems to be more explosive and creative than ever.
The bottle, central element of the advertising for L’Eau Majeure d’Issey
The advertisement for L’Eau Majeure d’Issey does not highlight any muse. Perfume as such is sufficient on its own. Moreover, the other central element of this advertising campaign is none other than the bottle of L’Eau Majeure d’Issey. Very evocative, it is a component developed by Todd Bracher. This one knew how to keep the architectural silhouette of its predecessors while imposing on them a more contemporary interpretation. Its form here seems sculpted by tumultuous water. Its surface is polished and becomes purer. Its transparent glass emphasizes the power of its lines . Its bluish gray lacquering is very contemporary.
A campaign directed by Yugo Nakamura
Pour réaliser cette campagne publicitaire, Issey Miyake a fait appel au concepteur Web japonais Yugo Nakamura. Spécialiste de l’ingénierie et de l’architecture, il œuvre plus spécifiquement dans la conception de paysages. Ainsi, c’est tout naturellement qu’Issey Miyake s’est tourné vers cet illustre personnage pour mettre en image sa vision de l’eau. Yugo Nakamura à exposer bon nombre de ses œuvres sur tous les continents et plus particulièrement en Europe, au Centre Pompidou à Paris, au Vienne Künstlerhaus à Vienne, ou au Design Museum à Londres. Ici, pour L’Eau Majeure d’Issey, il nous livre sa vision très personnelle et moderne de l’eau.