The campaign “Spring Break,” produced by JKD Collective for Airbnb China, is a series that travels through four cities popular among Chinese millennials as spring break destinations: Okinawa, Taipei, Bangkok, and Seoul. In total, four videos were produced in a documentary style. The campaign concept was “Been There, Not Done Yet.” Even in famous tourist destinations you have already visited, there is always deep local culture known only to the people who live there. From the perspective of locals, the campaign explored some of Asia’s most talked-about attractions and proposed a unique, lesser-known way to experience travel. In the heart of Seoul, about 20 million people work long hours, and Korea has undergone tremendous growth over the past 50 years. Even in this bustling metropolis, there are many hidden spots where locals can step away from their hectic daily lives and take a breath. The Seoul edition of the campaign, produced by JKD Collective for Airbnb China, explored an area lined with beautiful buildings that tell the story of history and where a calm atmosphere flows.

The first JKD work of 2015 was an LED kaleidoscope installation created in collaboration with the fully mirrored concept car, the Toyota Mirror Harrier. A triangular prism mirror tunnel, approximately 7 meters long, was installed at a venue in Roppongi Hills, and 30 patterns of audio-visual content were projected from LED panels at the back. In front of the tunnel, a tablet stand with a built-in control terminal was set up. Visitors could select their preferred content from a menu, project various visuals, and customize the artwork’s color tones, allowing them to enjoy their own unique artistic kaleidoscope visuals. The installation received an excellent response from a wide range of audiences.