Appointed by the Government of Japan, Japan House London was created to strengthen cultural understanding between Japan and the UK through design, innovation, food, craft and contemporary culture.
The challenge was to establish Japan House not simply as another Japanese cultural destination, but as the UK’s most authoritative and compelling destination for contemporary Japanese culture.
Kallaway was appointed to build awareness, shape perception and drive footfall amongst professional and culturally engaged audiences. We were also tasked with securing Prince William to formally open the building.
We built relevance by positioning Japan House at the centre of the UK's cultural conversation from day one.
We placed the brand in the media environments that influence taste, opinion and cultural discovery, securing coverage across Monocle, Wallpaper*, BBC and CNN. This ensured Japan House was seen not simply as a visitor attraction, but as a significant cultural institution.
We reinforced that position by showcasing the depth and breadth of the offer. From a debut exhibition by renowned architect Sou Fujimoto to the design-led retail concept and restaurant, we demonstrated that Japan House was a living expression of contemporary Japanese culture rather than a traditional cultural centre.
We further strengthened credibility by securing interviews and commentary opportunities for Japanese Ambassador Koji Tsuruoka, highlighting the broader significance of Japanese culture, innovation and investment within the UK.
We drove demand by creating moments that generated curiosity, anticipation and a reason to visit.
Ahead of launch, we conceived Flower Messenger by artist Azuma Makoto, sending 30 flower messengers across London's leading cultural institutions carrying invitations to Japan House. The activation generated widespread attention and introduced the brand to influential cultural audiences in an unexpected and memorable way.
We also conceived a permanent cultural statement beyond the building itself - a Japanese art-inspired pedestrian crossing designed by Hara Kenya directly outside Japan House. Extending the experience into the public realm, it became a highly visible symbol of Japan House's arrival in London.
Prince William formally opened Japan House London, generating significant national and international attention and cementing its position as a major cultural destination.
| 592 | Stories in leading lifestyle, international and national media |
| 129,000 | Visitors in 12 weeks |
| 400,000 | Visitors in first year |
“Kallaway delivered an outstanding PR campaign that enabled us to open with impact. Working with their team has been a positive experience that generated great results.”
Michael Houlihan, Director General
Japan House London
