Dentsu Entrance Library

Book shelf installation in the Dentsu Headquarter, Tokyo

  • concept Assistant (Megumi Matsubara and Hiroi Ariyama)
  • design Assistant, interns: Tina Serowski, Oribe Yamada
  • 1 – 31 October 2011
  • Photo: Sebastian Mayer

The entrance of the Dentsu's headquarters building (48-floor building designed by Jean Nouvel is transformed into a library for the period of one month. More than 500 books were brought in by 100 employees working in the building including the guard or the lady at the reception desk displayed.


Dentsu Inc is the largest advertising agency in Japan that holds 7,000 employees. The project was initiated by the young willing employees who wish to explore the potential of the solid entrance and to inspire the communication among the workers. They plan to change the entrance every month for the coming year. For the launching month, they engaged external creative firms; Assistant to design the space, Bach to advise on the book display.


Assistant designed the entire library with packed air. All the furniture including the seating environments were designed by the transparent plastic packaging materials. The idea came from the temporary nature of the event. The packaging material takes a good care of the treasury books brought in by the workers, as well as makes the books stand out in the space with its transparency. The total amount of materials to fill the 1000 sqm lobby can be gathered in almost one square meter before inflating them. After one month, they can be rolled up again and produces a humble amount of garbage. It also brings a sense of wonder and friendliness contrasting the entrance's air of tension and formality.

Text: assistant (Megumi Matsubara & Hiroi Ariyama)