Hfour is proud to work with Five By Fifty, an Asian Consumer Intelligence company (trend spotting company) to produce a video for the Tokyo installation at the 2009 Pret-a-Porter Salon in Paris.

Prêt a Porter Paris is the global fashion industry’s most important event. The 65,000-square-meter exhibition showcases more than 1,500 global fashion brands, runway shows and art installations and receives 45,000 visitors over four days.

Around 500 square meters of Prêt a Porter Paris is dedicated to an inspirational trends area called Explosion de Modes, a space displaying colors, fabrics and ideas.

The theme for Autumn-Winter 2010 is “New Generation Cities”, with Tokyo, Rio, Stockholm and Los Angeles as well as Paris selected by Explosion de Modes curator Alexandra Senes as the world’s new wave of urban influencers.

Five by Fifty will recreate Tokyo’s pulse and spirit to convey current consumer and societal trends within the parameters of a 80-square-meter space. Utilizing the five senses to create a contextual experience, Five by Fifty’s trend director Nicole Fall has assembled a cast of collaborators to demonstrate the inspirational diversity and contradictions of the world’s most populous city.

The roll call includes musicians Yasuharu Ohkouchi and Jeff Wichmann, film creator Stuart Ward (Hfour), and scent creator Kaori Oishi.

35 Million Stories:

There are millions of interacting stories in Tokyo. Filming them all would be impossible, yet filming just one would do a disservice to the millions of other unique stories which would be ignored in the process. With such a regard, I created a film which focuses on slices of Tokyo life, snippets of the scene in totality. I investigate the individual as a part of a greater form, and the greater form being composed of seemingly insignificant pieces. Without the individual, Tokyo would not exist, yet without the greater form, the individual would not have a purpose.
I have found people to be most alone in Tokyo when in large crowds. 

Five By Fifty

Pret-a-Porter