Appliance brand brings Japanese craftsmanship beyond the home

Toshiba Lifestyle Philippines took its idea of home living beyond the kitchen and living room with “The Takumi Experience,” a two-day gathering for winners of a nationwide promotion and invited guests. The appliance brand brought together dining, music and a resort stay to explore the idea behind takumi, a Japanese term associated with skilled artisans. Rather than center the event on particular products, Toshiba drew a connection between the care that goes into an artisan’s work and the details homeowners consider when choosing appliances for their spaces. The guests included winners from different regions who qualified through a promotion held from July 1 to Aug. 15. Every single-receipt purchase of Toshiba appliances during that period earned a chance to join the experience. The event also welcomed invited figures from the lifestyle field, with activities held across two consecutive days. At Helm, guests met chef Josh Boutwood and experienced a menu prepared under his direction. The program then moved from the dining table to the concert hall for “Star Wars: The Return of the Jedi in Concert,” with Gerard Salonga conducting the live orchestral performance. The promotion winners also had a stay at Solaire Resort as part of their visit. For the brand, the choice...