FOR ARTIST UNDER 35 by TURNER 2024

A collaboration between Turner Color Company, which creates essential materials for creativity, and the creative company Hand Inc. has been realized.
Using Turner Color Company’s product “U-35 Acrylic,” pop art was created and displayed in the corridor of the Hibiya Line Exit 3 at Akihabara Station for one week, from April 8 to April 14, 2024.

Additionally, an unprecedented exhibition was held that attempted to blend art and advertising in a novel way.

Visual

Eight large canvas artworks were created using all 81 colors of U-35.
These pieces express the world of U-35, designed for artists under 35, through a unique interpretation. Drawing inspiration from American Pop Art, represented by Andy Warhol’s industrial themes and Roy Lichtenstein’s comic subjects, as well as the vivid colors of Japanese contemporary artists like Takashi Murakami and Tomokazu Matsuyama, the artworks feature the U-35 tubes, designed in silver and modern style, depicted in a pop and colorful manner.
By creating the base design in CGI, the product is presented as a graphic pattern that photography alone cannot capture.

Strikingly visual transportation advertising

At Akihabara Station, a popular spot for inbound visitors and young people, transportation advertising was displayed for seven days.

The exhibition was held at a prominent location that leads Japan’s art scene.

The exhibition was held at TERADA ART GALLERY, a recent hotspot in Japan’s art scene.
It set a record for the highest number of visitors in the gallery’s exhibition history.
The exhibition also toured other venues, where it was showcased as well.

The music video that lets you experience intricate artwork

A still photograph captures the depiction of a silver modern tube and pop, colorful hues, and the process of detailed painting is developed into a video piece.
The collage of the work’s completion is freely composed to match the upbeat, light music.

Creative Director : Hideto Yagi
Art Director, Designer, Artist : Kotone Higuchi
CG Image : Kentaro Tanaka
Photographer : Shinichi Masumoto / Rui Okada
Music producer : Tatsuya Yamada