Japan – Innovation agency RG/A Tokyo and beauty brand Shisedo have collaborated on a virtual time travel project to allow customers to experience the impact of ageing.
Hosted at S/PARK – Shiseido’s Global Innovation Centre in Yokohama – the Beyond Time activation is an interactive installation combining data, technology, art and brand purpose. Allowing two users at a time to enter the space and view each other from opposite sides of a digital mirror, the experience of time passing is presented instantaneously and non-linearly. The first of its kind, the activation is the product of decades of Shiseido skin research, combined with facial data capture and processing technology.
With nine out of 10 Japanese citizens fearing the effects of getting older, according to Shiseido, the project was created to help normalise and embrace the ageing process, a consumer mindset shift that we explored in depth in our macrotrend The Flat Age Society.