Nike, Pokémon, and Various Leading Brands Transform Advertising through Tokyo’s 3D Billboard Innovation
Title: The Enchantment of Shinjuku’s 3D Billboard: A Digital Art Phenomenon Transforming Advertising in Japan
Nestled in the center of Tokyo’s Shinjuku area—one of the most bustling urban locales worldwide—a groundbreaking style of digital advertising has mesmerized both residents and visitors. This is not merely another bright display. Since its launch in 2021, the 3D digital billboard situated above the east exit of Shinjuku Station has taken the world by storm, thanks to its astonishing optical illusions and delightful content that appears to leap out at onlookers.
Endearingly known for its initial viral hit—a realistic calico cat—this advanced display presents a fresh and engaging spin on conventional advertising. What elevates this billboard beyond a standard screen is its artistic ingenuity and technological excellence, crafted by Cross Space, the firm that owns the structure and raised the standards for how brands can engage with public environments.
A Technological Achievement
Central to the billboard’s attraction is its curved LED configuration, which offers greater depth and realism when viewed from particular perspectives. Capable of displaying 4K resolution with synchronized audio, this unique design transforms flat visuals into vivid spectacles, creating the impression of 3D objects emerging from an oversized architectural ledge. Depending on the hour, viewers are treated to eye-catching animations that seamlessly meld with the street scene below, offering experiences that fuse creativity, branding, and visual storytelling.
A Feline Sensation Emerges
The billboard’s global phenomenon began with a dozing calico cat that would “wake up,” stretch, and curiously peer over the edge of the display, appearing to make itself cozy in an imaginary nook above Shinjuku. This clever application of trompe l’oeil (an artistic technique that uses realistic imagery to create optical tricks) elevated a cute pet to a cultural icon. The cat made appearances multiple times per hour, evolving into not only an internet favorite but also a symbol of the possibilities of 3D advertising in public venues.
Brands Take the Stage: From Sneaker Launches to Cultural Icons
Following the cat’s viral fame, prominent brands soon sought a spot on Tokyo’s most thrilling digital platform. Sportswear giant Nike captivated audiences worldwide by showcasing animations for its Air Max Day campaign in 2023. The billboard presented a vibrant display of its Air Max 1 sneakers with impressive detail and movement, celebrating sneaker culture infused with Tokyo’s avant-garde spirit.
That same year, Nike made a return with the RTFKT x NIKE collaboration, incorporating the vivid and whimsical style of renowned Japanese artist Takashi Murakami. Murakami’s characters danced alongside sneaker visuals, effortlessly merging contemporary fashion with traditional Japanese pop art.
Others quickly followed. Fashion label Charles & Keith launched a visually captivating campaign featuring K-Pop group ITZY, where the performers appeared to extend their hands from the screen to welcome spectators, all while massive handbags floated by like balloons in a parade. This initiative highlighted how brands are leveraging the space not merely to market a product, but to create memorable interactive moments.
Entertainment franchises have also tapped into the billboard’s magnetism. Pokémon thrilled fans by revealing trailers for the Scarlet and Violet video game versions and the mobile phenomenon Pokémon GO. These vivid one-minute animations integrated beloved characters directly into Tokyo’s urban landscape, merging nostalgia with polished marketing. Meanwhile, Sanrio added a touch of delightful charm through Pompompurin, the cuddly yellow puppy who seemed to joyfully tumble out of the billboard, charming those passing by.
A Pop Culture Canvas
It’s not solely commercial brands that are discovering ways to harmonize art and advertisement through the 3D billboard. French luxury brand Louis Vuitton selected the billboard to celebrate their collaboration with the legendary Yayoi Kusama. Her distinct polka dots dominated the screen in a mesmerizing homage, blurring the lines between commercial advertisement and digital art exhibit.
Cultural Influence and Accessibility
The billboard’s impact extends well beyond marketing. It signifies a blend of art, technology, and culture that is reshaping the function of public media. For numerous companies and artists, it provides an innovative platform to connect with a global audience in a high-traffic, high-visibility location.
If you’re fortunate enough to find yourself in Tokyo, you can experience this display firsthand between 7 a.m. and 1 a.m. across from the east exit of Shinjuku Station. But if a trip to Japan is not in your immediate plans, no need to worry—the captivating broadcast is also archived on the Cross Space YouTube Channel, allowing fans worldwide to relish this digital wonder.
A Peek into the Future of Advertising
Shinjuku’s 3D billboard transcends being merely a promotional tool—it showcases what’s achievable at the crossroads of art and technology. It encourages audiences not just to observe, but to engage, respond, and retain the experience. With more brands and creatives stepping into this realm, the possibilities appear limitless.