teamLab BioVortex Kyoto Limited Liability Partnership
Using arts and culture to tackle population decline and other challenges… teamLab BioVortex Kyoto PR
As part of a city project aimed at revitalizing the entire area by creating a new flow of people centered on “arts and culture” in response to challenges such as population decline in the southeastern area of Kyoto Station, the art collective “teamLab” joined the initiative. Ahead of the opening of the new permanent museum on October 7, 2025, a media preview was held on August 5 while parts were still under construction, attracting approximately 170 media representatives, including participants from the Tokyo metropolitan area. About two months before opening, this contributed to securing exposure for economic and social aspects—such as expanding the exchange population and creating new urban appeal—looking beyond entertainment to include youth and inbound demand. Subsequently, a media preview in late September unveiling all works, the tape-cutting ceremony on opening day, and other initiatives generated ongoing buzz, achieving more than 2,000 placements during the period / an advertising value equivalent of over ¥1.6 billion.
In December, it ranked No. 1 in Kyoto Prefecture’s Google search word ranking.
背景
● Proposed differentiation from other teamLab projects through visual communication
In strategic meetings, we shared insights from a media perspective. Rather than using as the key visual a signature, well-known piece that is popular with visitors and widely recognized as a teamLab work (Forest of Resonating Lamps: One Stroke - a Year in the Mountains), we exchanged views on using “Sculpture of Dissolving Mass” (not yet exhibited in Japan) as the key visual. A more distinctive visual was adopted, leading to visual communication that differentiated the museum from other teamLab museums.
施策
アイデア
● Securing exposure for economic and social aspects through an event held two months before opening
Given the museum’s nature and the expectation that post-opening coverage would focus primarily on entertainment, we held a preview event at the construction site two months before opening.
In addition to generating entertainment-focused coverage such as “What kind of artwork experience will visitors have?”, we also succeeded in drawing attention to perspectives such as why it was being built in Kyoto and why in the southeastern area of Kyoto Station. Ticket sales also began the same day, and sales progressed strongly.
成果
● No. 1 Google search keyword in Kyoto Prefecture
From a media preview limited to select works two months before opening, to a preview immediately before opening, as well as a tape-cutting ceremony and one-on-one interviews, approximately 400 media representatives covered the project during the period. In addition to the excellence of the artworks, a key factor in attracting so many outlets was our scheduling—working backward from dates that were easy for the media to attend—and our execution of outreach, beginning invitations one month in advance and maintaining daily approaches.
In the “Search ranking searched together with the names of Japan’s 47 prefectures” announced by Google on December 4, 2025, continued exposure from before opening through after opening led to expanded recognition as a notable spot in Kyoto, earning “No. 1 Google search keyword in Kyoto Prefecture.”
