Hakone Open Air Gallery
The Hakone Open Air Museum in Hakone, Japan is a modern and contemporary art museum that showcases its artworks in the great outdoors. This rebrand aims to embrace the natural landscapes and fauna of Hakone, emphasising the gallery’s use of outdoor spaces while encouraging a playful sense of tranquility. The minimal and playful approach to the rebrand is meant to appeal to the museum’s target audience of families and art enthusiasts looking for a serene escape from fast paced city life. The choice to rename “museum” to “gallery” serves as a way to allow the guests to feel presently immersed in the artworks, as well as providing a contemporary outlook on the space.
