teamLab collaborated with Nakama Digital to capture and share the immersive experience of their teamLab Borderless exhibition at the MORI Building in Azabudai Hills Garden Plaza B, Tokyo. The aim was to showcase the installation’s sensory and artistic wonder to a global, culturally curious audience, sparking engagement and inspiring future visits.
Challenge
teamLab Borderless is globally renowned for its interactive art installations, but the newly opened Azabudai Hills location needed strong international visibility—particularly among English-speaking travellers planning trips to Japan.
The challenge was to convey the experience’s scale, artistry, and atmosphere through digital channels that drive both cultural intrigue and ticket interest.
Execution
On-Site Production: Captured still and video assets across the exhibition to communicate its immersive and multi-sensory nature.
Editorial Strategy: Structured the article to rank for high-intent keywords such as “teamLab Borderless Tokyo” and “Azabudai Hills art exhibition.”
Community Reach: Deployed targeted newsletter features to an audience actively engaged with Japanese culture and travel.
Results
Organic Traffic & Discoverability: The article drove strong search visibility, appearing in Google Discover and ranking for relevant art and travel keywords.
Social Engagement: The custom reel generated significant interaction, extending the exhibition’s reach to new audiences in the UK, US, and beyond.
Direct Audience Impact: Newsletter campaigns encouraged readers to add teamLab Borderless to their Tokyo itineraries, contributing to ticket interest.
Immersive Coverage of teamLab Borderless Tokyo
Solution
We crafted a multi-platform content campaign designed to immerse our audience in the teamLab Borderless experience, blending first-hand coverage, editorial storytelling, and community-driven promotion.
On-Site Experience Capture
We gained guest access to the exhibition, exploring each installation to document the experience through high-quality photography and dynamic video footage.
Editorial Feature for SEO & Cultural Context
Our visit was transformed into an in-depth editorial published on Japan Nakama:
teamLab Tokyo Borderless: A Digital Wonderland in Azabudai Hills. The article was SEO-optimised to capture organic traffic from travellers searching for Tokyo attractions, art exhibitions, and teamLab experiences—positioning the exhibition within Japan’s broader art and travel scene.
Social Media Amplification
We produced a custom Instagram Reel that showcased the exhibition’s interactive installations and visual spectacle. The reel was tailored for high engagement and discovery, designed to inspire shares and save-for-later behaviour among travel and art lovers.
Newsletter Campaigns
The coverage was reinforced by dedicated newsletter sends to our 20,000+ subscribers, featuring editorial highlights, visual teasers, and direct links to the article and teamLab’s booking information.
