FOR ITS 4TH EDITION, YATAI/JAPAN WEEK, A RAPIDLY GROWING JAPANESE STREET FOOD FESTIVAL, IMMERSED VISITORS IN THE“FEELING OF JAPAN” WITHOUT THEM LEAVING MONTREAL. TO ACHIEVE THIS, THE EVENT SPANNED AN ENTIRE WEEK DEDICATED TOJAPANESE CULTURE, ALLOWING PARTICIPANTS TO CREATE THEIR OWN PERSONALIZED ITINERARY. THE GRAPHIC DIRECTION WAS INSPIRED BY THE DAYS OF THE WEEK, PRESENTED IN THE STYLE OF TRADITIONAL ASIAN TEAR-AWAY CALENDARS. A MODULAR SYSTEMWAS DEVELOPED, CENTERED AROUND THE THEME OF PINK SAKURA BLOSSOMS, WHICH PERFECTLY ALIGNED WITH THE FESTIVAL’S TIMING IN LATE SPRING, EVOKING THE BEAUTY AND SPIRIT OF JAPAN DURING THIS SEASON.