By delivering futuristic air conditioning technology, Hitachi intended to liberate modern lifestyle clients, architects, interior designers, and developers from technological and aesthetic constraints. Customers were the intended audience for this launch.

To build Hitachi world, DJ created a unique virtual platform. Everything on the platform was created with the brands look and feel in mind. Aside from the product launch event, it also included an entertainment zone and a voice-based quiz. The concept was to give a brand a sense of belonging.