BnA

Alter Museum

As BnA provided a white canvas for Artist's expression in the 「BnA Alter Museum」 project, we decided to use the shape of Kyoto's, Tenmacho area (Kagyoku district) where the hotel is located as the logo base to express the freedom given to Artists and guests.
In addition, the angle of the lines in the typographie mimicked the ones of Kawaramachi street, facing the 「BnA Alter Museum」, emphasizing the fact that Kyoto is a community where many fulfilling experienced can be lived.

This overnight museum was designed by 15 Artists and 9 Art Directors, who created 31 Art works "in which you can sleep in" and a vertical gallery of 30 meters high.
To express the depth of this "place for experimentation that is nor a museum, nor a hotel", we chose to play around the minimal concept of a white cube, inspired by the architecture of the building.

For the brand movie we created, the central theme was “Liminal”, which means threshold of perception.
The 「BnA Alter Museum」 enables to experience liminality, that makes the border with reality unclear due to the extraordinary experiences and sensations felt by the guests using VFX technology. Liminality is a feeling, a state of mind, a physicality, a sensation, an idea somewhere in between reality and unworldly perception, simultaneously forming, un-forming, at the threshold of transformation.

The question is: what is reality?