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Vintage is currently hosting an exhibiton of Haruki Murakami covers at Japan House and hosting Murakami-inspired "afternoon tea takeovers" at YumChaa branches in London, as part of its campaign for Killing Commendatore, branded its "most ambitious, multi-faceted and creative ever" for the author to date.
In a bid to make the bestselling author's latest novel Killing Commendatore "unmissable", Vintage collaborated with the Japanese cultural institution in Kensington to present a pop-up display, curated by creative director Suzanne Dean, of the writer's UK cover art. The display was recently extended until Wednesday this week (17th October), "because it ended up being a popular one" according to Japan House. It was accompanied by "Translating Murakami", a talk by Murakami translator Ted Goosen on Thursday (11th October), and "Designing Murakami", a creative workshop hosted by Dean on Friday (12th October) in which participants were able to make their own Murakami cover art.
Following the book's publication last Tuesday, the partnership with Japan House is one of a number Vintage embarked on to promote Murakami's latest work, with others extending to collaborations with Yumchaa, the chain of teashops, WeTransfer, the Cheltenham Literature Festival, and bookshops Foyles and Waterstones.
Until 20th October, the Soho, Brick Lane and Kings Cross branches of the tea-shop chain Yum Chaa are hosting a Murakami-inspired "afternoon tea takeover", when customers will be offered a Japanese themed menu (including Yuzu glazed scones and Matcha cake) in the presence of eye-catching window displays promoting Killing Commendatore.
Foyles and Waterstones, both of which have exclusive editions of the novel, also have hosted events to celebrate the book's publication. Foyles put on an early opening event scheduled at its Charing Cross Road branch on publication day, branded "Good Morning Murakami", when booksellers gifted customers a free Japanese breakfast and exclusive tote bags for the first 50 people to buy the book in store. Meanwhile, in a partnership across 10 stores nationwide, Waterstones provided exclusive tote bags on publication day, free hot drinks in Murakami branded coffee cups (100% compostable), and a special Killing Commendatore stencil to create Murakami cappuccino art in the hot drinks. Other highlights of the Waterstones' activity included a string quartet playing from Don Giovanni in Piccadilly, themed cocktails in Tottenham Court Road, a creative workshop in Deansgate, and Murakami’s translator Ted Goossen in conversation at Piccadilly and Cambridge stores.
While both flagships sported "unmissable" window displays, online Vintage marketed the book in a creative partnership with WeTransfer and by creating an animated story on Instagram revealing the opening extract of the book. A launch event celebrating Murakami’s writing and new novel further took place at the Cheltenham Literature Festival in a panel with the book's translator Ted Goossen with writer friends of the novelist including David Mitchell and David Peace, plus readings from British actor Julian Rhind-Tutt.
Bethan Jones, head of publicity at Vintage commented: "From themed afternoon teas to cocktails, show-stopping bookshop window displays to an exhibition, a publisher-first WeTransfer partnership to actor Julian Rhind-Tutt giving the first English-language reading at Cheltenham Literature Festival, Vintage’s promotional campaign for Killing Commendatore is our most ambitious, multi-faceted and creative ever for Murakami.
"A new Murakami novel is always a highly-anticipated publishing event, but this year we’ve seen an exceptional level of engagement and excitement from the high-street and real desire to craft a unique and tailored experiences for their customers: from dorayaki, green tea and opera in Foyles Charing Cross Road, to themed cocktails at Waterstones Tottenham Court Road. We are especially grateful to the booksellers across the country who have made Killing Commendatore’s UK launch such a special and unmissable event."