Overview

When a new condominium development was proposed, 140,000 Osaka residents petitioned for the preservation of the on-site music hall, the former Welfare Pension Hall. This resulted in the creation of a new city district with a high-rise condominium and attached music hall, Orix Theater. We strived to make an emotional connection to ideal prospective buyers and attempted to display the value of living in this new district through communicating its unique value proposition as the “downtown symphony.” First, we asked the pubic to suggest music-related names for the entire city district. From the submissions, “Osaka City of Resonance” was chosen. Next, we asked Joe Hisaishi, a world-famous Japanese composer, to create an original symphony as the district’s theme song. Finally, a concert to commemorate the city district’s opening was planned where resident participants could come together to play this newly created piece of music.

The composed symphony was unveiled to area residents through an ad in the local newspaper. The entire musical score was made available online and served as an invitation for people to play an instrument of their choice as part of a one-day orchestra under Joe Hisaishi’s baton. People were asked to upload videos of their practice sessions on YouTube. An audition was also held for resident musicians to give them the chance to play in the front rows during this event.

On the day of the event, July 29, 2012, more than 500 citizen musicians gathered at the on-site event space with their chosen instruments. A live feed connected them with the music hall and its professional orchestra for a one-shot attempt at playing the city’s new theme song together. Combined, these professional and citizen musicians became Japan’s largest orchestra. The moment was captured on camera, and footage from this event was made into a TV commercial.