Discover, Discover Japan - Take a Step Beyond

Tokyo Station Gallery

poster for Discover, Discover Japan - Take a Step Beyond
[Image: "Discover Japan" poster (1971) Railway Museum]

This event has ended.

As the Japanese Expo came to an end in Autumn of 1970, the Japanese National Rail service launched a major campaign “Discover Japan”. With its bold visuals this campaign gained wide spread attention, with a clear branding appearing in newspapers, magazines, trains and stations with an impressive English logo. This campaign went beyond the usual invitation to a particular tourist area of Japan but instead took on the overall theme of one’s personal relationship with the beauty of Japan, particularly targeting young women, with a clear sense of professional design which indicated an important shift for the times. This exhibition reflects on the legacy of this campaign through a collection of 100 posters and various other commercial documents.



from September 13, 2014 to November 09, 2014


Takuma Nakahira et al.



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