Otaku USA Magazine
Department store Lumine promotes Evangelion 3.0

Residents of the Tokyo Metropolitan District continue to face a barrage of advertising in the face of the impending release of Evangelion 3.0: You Can (Not) Redo. The latest and greatest promotion comes at the hands of the high-end department store chain Lumine, which has decked out its stores with Evangelion art and promotions.

Lumine’s Shinjuku store can currently be seen sporting a giant collage featuring scenes from the previous two Evangelion films collaging their way through Rei Ayanami’s hair. The piece is courtesy Kosuke Kawamura, a Tokyo-based artist.

Those entering the store on the hunt for a NERV-style makeover, though, may be disappointed, as of the interior is relatively subdued, with some stores featuring small placards the extent of Lumine’s Evangelionization. Customers who spend over a certain amount of money are given small Evangelion-related bonus items such as stickers and posters.

Other recent promos include Evangelion-themed canned coffee from coffee company UCC, which we suspect, but can not yet confirm, tastes much like regular coffee – oh, and a giant Rei Ayanami slide.

Source: Asahi Shinbun

Matt Schley

Matt Schley (rhymes with "guy") lives in Tokyo, and has been OUSA's "man in Japan" since 2012. He's also written about anime and Japanese film for the Japan Times, Screen Daily and more.