Inspired by Shinjuku’s many facets, The Colour Bath is a large-scale, multi-purpose multimedia ecosystem that transforms the passage into an immersive passenger experience. Our goal was to inject the complex environment with a calming energy that puts passengers at ease and encourages a smooth visitor flow at the world’s busiest transit hub.
Moment Factory’s Colour Bath concept was born from the desire to create a dynamic space that envelops passengers in a soothing mood and atmosphere. Synchronized video content, lighting and sound come together to form a harmonious palette of changing colour hues that appear across a 45-metre LED screen, light boxes and numerous complementary LCD screens.
Our experience in optimizing high-volume transportation hubs, including Singapore’s Changi Airport, LAX, and NYC’s Moynihan Train Hall, helped inform an innovative multimedia strategy that elevates the passenger journey. A variety of ambient video content capsules were produced to provide programming that evolves over the course of the day, changes with the seasons, and holds the potential to transform the space during branded takeover moments.
