Building the Palazzo Brand｜Palazzo Tokyo Plaza Group

Creating a Culture of Play
Palazzo’s public relations activities began in January 2008.
In the newspaper and television commercials which have followed—seven series as at October 2013—we have consistently highlighted Palazzo’s corporate philosophy of “Creating a Culture of Play,” which draws on the argument of Dutch philosopher Johan Huizinga in his work Homo Ludens: A Study of the Play-Element in Culture that “Civilization arises and unfolds in and as play.” Huizinga suggests that even those forms of play which have been elevated into art forms—traditional Kabuki and Noh theater, for example—in fact have all begun with play.

All of Palazzo’s commercials are concrete expressions of Culture of Play themes. Our mission is to continue to provide to the optimal play experience as many people as possible in a comfortable space, enriching their lives. We want to open the way for heartfelt enjoyment of play as a fundamental part of being human.

Our new series beginning in October 2014 featurs the Regata Storica, annual gondola races held in Venice on the first Sunday of September each year. This event, which can be traced back to the 15th century, begins with a spectacular historical water pageant, and is followed by competitive race featuring gondolas of various shapes and forms. Attracting millions of people each year, the Regata Storica is said to have begun as a form of play among gondoliers, with its continued popularity shining clearly in this historical festival.

(c) 2015 The Palazzo Tokyo Plaza Group