BMSG celebrates 6th anniversary with AR shutter art and craft collaborations

Music agency BMSG is celebrating its sixth anniversary with a multi-region event titled ‘BMSG OPEN THE SHUTTER’ across Aichi, Hyogo, and Fukuoka prefectures. The initiative features mural art on shopping district shutters depicting 31 artists from the agency, including members of BE:FIRST, MAZZEL, HANA, and STARGLOW.

Visitors can use smartphones to experience augmented reality (AR) content, such as exclusive singing, dancing, and talk segments, triggered by the artwork. In Kobe, the event has drawn significant crowds to the Honmachisuji and Rokkemichi shopping districts, with local officials noting the positive influx of young people to the area.

In conjunction with the art installations, the agency has launched the ‘BMSG Kogei-hin Ten’ online store. This project collaborates with local artisans to create traditional craft products, such as Hakata-ori, Kobe leather, and Yame lanterns. All profits from these sales are donated to the participating craftsmen and workshops to support the preservation of traditional cultural techniques.