Celebrating its first anniversary since its launch, SENSE OF PLACE by URBAN RESEARCH has unveiled its spring image visuals featuring actor Arata Furuta. Based on the concept of "THE WORLD STANDARD FASHION," the brand offers trendy items at affordable prices. Their newest model is Arata Furuta, a versatile performer active in theater, film, and TV dramas. Launched in 2013, the brand primarily targets men and women in their 20s. Regarding the reason for hiring Furuta, the brand stated, "Rather than simply segmenting the market by age, we want to appeal to a wide range of people across generations who have the awareness and sensitivity to simply enjoy fashion. After considering artists who could embody this possibility, we decided on Furuta." In the four versions of the image visuals, Furuta challenges himself with both men's and women's fashion.

When asked to wear women's fashion, Furuta was suspicious that "this must be a prank." He was nervous throughout the shoot, wondering when the person holding the panel would appear, but he managed to wear the unfamiliar women's clothing gracefully and strike a seductive pose. Nothing happened until the end, and Furuta said that it was only when he saw the finished visual images that he finally realized, "This isn't a prank."

The photos were taken by London-based photographer Angelo Panetta. The visuals will be available for a limited time on the Sense of Place by Urban Research Spring 2015 campaign website, which opened on the 2nd, as well as on the Tokyo Metro Marunouchi Line and Kita-Osaka Kyuko Railway (direct connection to the Midosuji Subway Line).