“Snoopy Museum Tokyo” Undergoes Its Biggest Ever Renovation! Addressing Challenges and Solutions Seen Through the Pandemic [Part 2 of 2]

• 

  Daisuke Kusakari

  Creative Director, “Snoopy Museum Tokyo”

• 

  Tatsuya Yoshioka

  LBE Producer, Sony Creative Products

Numerous exhibits showcase Charles M. Schulz’s travel records

（Continued from Part 1）
――The new special exhibition “Traveling Peanuts” had started. Why did you choose “travel” as the theme for the exhibition?

Kusakari: As the COVID-19 pandemic subsides and travel, including overseas travel, becomes more feasible again, we wanted visitors to rediscover the joy of traveling.

Additionally, the “Snoopy Museum Tokyo” changes its special exhibitions every six months, alternating between exhibitions related to characters and those themed around keywords like “food” and “smiles,” excluding the COVID-19 period. In the latter case, Snoopy naturally takes center stage. This time, in conjunction with a major renewal of the “Snoopy Museum Tokyo,” we selected “travel” as the theme due to the abundance of Snoopy episodes revolving around travel.

──In fact, I heard an episode that Charles M. Schulz, the the creator of “Peanuts”, was not particularly fond of traveling, he was rather not very good at it. Yet there were many snapshots of Schulz’s travels displayed along with original drawings in the exhibition space.

Kusakari: In previous exhibitions, we have introduced Schulz’s original drawings alongside his photographs. This time, surprisingly, many travel-related photographs emerged from the archives. Schulz’s wife, Jean, is sociable and loves traveling. Schulz himself didn’t have many opportunities to travel abroad due to his comic strip commitments, but I think he took many photos during trips led by her.

Debut episode of African American boy Franklin also displayed

──Could you tell us about a comic that you recommend from this exhibition?

Kusakari: There are many recommendations, but we are particularly showcasing notable original comic strips this time. If we were to select 100 pieces from the “Peanuts” comics, this work would certainly be among them. It’s the episode where “Franklin” made his first appearance.

During the serialization of “Peanuts,” Schulz received letters from readers asking, “Why aren’t there any black characters in ‘Peanuts? ’” This letter prompted him to introduce the African American boy Franklin about two and a half months later, in 1968.

1968 was a turbulent year with riots and student movements occurring worldwide. In the United States, there were various events such as the assassination of Martin Luther King Jr. It was during such a period that Schulz had various thoughts and introduced Franklin.

Franklin’s first encounter with Charlie Brown on the beach is depicted in one of the original comic strips exhibited in this special exhibition.

Among the original comic strips of “Peanuts,” there are some with Schulz’s nickname “Sparky” signature in the margins. Schulz would draw comic manuscripts and send them to the distribution company, signing those he wanted returned to him. There’s also a signature on this original comic strip featuring Franklin’s debut. I think it was a particularly important work for Schulz.

Yoshioka: I was actually going to mention the same work (laughs). Personally, I also love the piece where Snoopy is riding on a train. The depiction of the train is stylish, and Snoopy sitting there is incredibly cute.

“Planning and business: Cutting corners is not an option”

──Now, let’s discuss the future of museum business. SCP places a strong emphasis on Location Based Entertainment (LBE), including museums, and entertainment businesses utilizing specific locations. What are your prospects for this business?

Yoshioka: Personally, I believe we need more places for play and enjoyment. With more such places, people can spend happier daily lives, and they can find motivation to persevere through household chores and work challenges. I want to contribute to providing such enjoyable spaces.

At SCP, we are involved in launching and operating various museums including the “Snoopy Museum Tokyo,” Roppongi Museum, and the Museum at TODA BUILDING opening this fall in Kyobashi. These places incorporate elements of “fun” and “excitement,” which are essential aspects of their existence. We aim to further enhance these qualities.

In addition, within Sony Music Group, although there are teams that plan, operate, and produce exhibitions, our direct ownership and operation of locations are limited. Leveraging our accumulated expertise, we aim to collaborate with Sony Group’s artists and IPs to create new Location Based Entertainment businesses.

──Though recently renovated, what are the future aspirations and challenges for the “Snoopy Museum Tokyo?”

Kusakari: First and foremost, we constantly ponder what we should do to attract more visitors to this venue. Simultaneously, we need to enrich the content of permanent and special exhibitions and continually refine how we present them. Cutting corners could jeopardize the trust of the “Charles M. Schulz Museum “ and alienate visitors to the “Snoopy Museum Tokyo.” Therefore, we intend to keep moving forward by balancing exhibition planning and business operations.

Yoshioka: I share the belief that cutting corners leads to failure. Starting from this renovation, I want to create various stimuli without skewing towards specific needs, ensuring that we offer projects for both character enthusiasts and fans of the original works.

To deepen understanding of “Peanuts” and to encourage more people to visit the “Snoopy Museum Tokyo,” we constantly aim to provide inspiration.

[Report] The Joy and delight of the “Snoopy Museum Tokyo” enhanced!

A gallery talk by Creative Director Daisuke Kusakari and Benjamin L. Clark, Curator of the “Charles M. Schulz Museum and Research Center” was conducted during a preview event held prior to the public opening. Let’s introduce the renewal key points and the special exhibition “Traveling Peanuts” with photos from inside the museum. First, let’s highlight the four significant changes.

From left: Benjamin L. Clark, Daisuke Kusakari

POINT1: “Snoopy Entrance” with Snoopy’s wide-open mouth

A monument of Snoopy with a wide-open mouth stands at the entrance. Visitors now pass through Snoopy’s mouth to enter the museum.

“To enter through Snoopy’s mouth as if being eaten is the symbolic start of the renewal.” (Kusakari)

POINT2: “Welcome Snoopy” - Everyone Welcomed by Characters on the Ceiling!

Passing through Snoopy’s mouth, visitors are greeted by the “Peanuts” gang painted on the ceiling mirrors. Here, tickets are purchased before ascending to the third floor where the permanent exhibitions are located.

POINT3: Over 1,000 Fan-contributed Items on Display! “Snoopy Wonder Room”

The “Snoopy Wonder Room” filled with over 1,000 Snoopy items such as stuffed animal, stationery, and kitchenware. The majority of the exhibit items are contributions from fans, embodying the concept of “our museum created by everyone.”

According to Benjamin, the name “Wonder Room” holds a special meaning.

“During the Renaissance period, there was a trend among European monarchs for ‘Wunderkammer’ collection rooms. They gathered and displayed rare items from around the world, earning them the nickname ‘Cabinet of Curiosities.’ This inspired us to come up with the name ‘Wonder Room.’ If we were to adapt it to modern times, it might resemble a room like this. By gathering items that are a part of fans’ lives and viewing them together, new memories can be created. That’s the idea.” (Benjamin)

POINT4: Enhanced Presentation in the “Snoopy Room” with Video, Light, and Music Shows

In the “Snoopy Room,” adorned with 6 statues including a giant Snoopy, a spectacular show enhancement called “Awakening” has been added. Approximately every few minutes, a two-minute video featuring projections of light, music, and video emerges.

“When we initially created this exhibition space, we wanted visitors to experience Snoopy in ways they had never seen in a white space. With this renovation, we’ve added lighting and musical elements. Shadows extend from the three-dimensional Snoopy, freely roaming within this space. Visitors can enjoy such stories.” (Kusakari)

Approximately 45 precious original drawings displayed around “Traveling Peanuts“

From Thursday February 1st, 2024 to Sunday September 1st, 2024, a new special exhibition themed “Traveling Peanuts” will be showcased. Visitors will be able to trace the journeys of the “Peanuts” gang through about 45 precious original comic strips.

Regarding this exhibition, Benjamin commented, “Travel brings new discoveries and encounters. In his comics, Schulz placed unique characters in unique locations.”

Interestingly, Schulz himself wasn’t fond of traveling. Benjamin shared an anecdote, “He was known to dislike traveling, once responding to a query about why, ‘I do like traveling, as long as I can be back by noon.’“

Additionally, Benjamin highlighted several artworks from this exhibition that he particularly admires:

- A memory of the Eiffel Tower
“This comic depicts Peppermint Patty visiting the Eiffel Tower. Schulz skillfully illustrated the Eiffel Tower as an artist. It’s an intriguing piece in that regard.” (Benjamin)

- Wherever she is, she is going her own way
“In this comic, unusually, French is used. Schulz’s wife, Jean, speaks French and is part of a French club. Once, they were dining with guests from France, but Schulz didn’t speak French. From this experience, he joked, ‘I didn’t understand anything they were talking about. During dinner, I learned how dogs normally feel.’“ (Benjamin)

- Lucy a proudly independent artist
“This is a large comic published in the Sunday edition. Lucy making a pagoda out of French fries is amusing, and the depiction of driftwood is distinctive. Schulz lived in the North side of Sonoma County, where forestry is active, and driftwood often washes ashore.

Furthermore, this comic was published on July 4, 1976, the Independence Day celebration of the United States. Interestingly, it coincided with the country’s bicentennial, yet not a single word was mentioned about it. This underscores a theme of valuing individuals over national independence.” (Benjamin)

- Travels of two with no sense of direction begins
“When it comes to travel, Snoopy’s siblings, Andy and Olaf, cannot be overlooked. They are the most directionally challenged in “Peanuts,” once ending up at the North Pole after getting lost. Fluffy Andy is also adorable. This dog was modeled after Schulz’s beloved pet, Andy.” (Benjamin)

In addition to the exhibit of original comic strips, there are plenty of other highlights. To coincide with the renovation, the museum shop on the first floor introduces 165 new items. Moreover, as an entrance benefit, visitors receive a “Special Comic Ticket” featuring a printed comic announced on their visit date (four types randomly distributed daily).

Furthermore, adjacent to the museum, “PEANUTS Cafe SNOOPY MUSEUM TOKYO” has revamped its grand menu. From desserts adorned with Snoopy illustrations to deliciously cute dishes, both first-time visitors and repeaters can expect a fresh and delightful experience.

Text by Yuki Nomoto
Photos by Osamu Hoshikawa
Translated by Yumi Hasegawa

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