I: Reflectvertising in Tokyo’s Liquid Desert
The white neon apple, visible all the way down Chuo Avenue, makes finding the Ginza Apple Store deceptively easy. I say ‘deceptively’ because it’s not until you’re about to enter that you realize you've been chasing after a reflection, a perfect double emblazoned on the frosted glass of the Matsuya Department store directly across the street. Tokyo’s upturned desert of glass preserves, from its former days as sand, the ability to proliferate mirages and fata morgana, sends wanderers deeper and deeper into the wild.

Restaurant reflectvertisements are slung around Tokyo's street-corners, billboard reflections dragged over the curved surfaces of its slow-moving
taxi cabs. Storefront neon sloshes about like oil in narrow waterways, luring then repelling, tempting then deterring. Looking out over this liquid Sahara, it’s hard to say whether reflectvertisements fall more on the side of visiting or intruding, hanging out or loitering. What can be said is that this economy of intangible light operates very differently from the economy of invisible air over which radio, television, and cellular companies bid so ravenously. And while all things may not pass amicably between reflectvertising neighbors in Tokyo, more notable than the tallying of strife is the mood of the city excited by all this uneven thrumming.
However much dictionaries may want us to think of reflections as “the throwing back by a body or surface of light, heat, or sound, without absorbing it” I can’t help but feel that while reflections may bounce coldly off individual surfaces in Tokyo, taken together, they soak throughly into the warm skin of the city.

II: The Relative Pressures of City Life

Whenever I happen to lay my hand against the side of a skyscraper in Tokyo or New York, I wonder why it is that these structures don’t get hot from all the millions of pounds of vertical pressure coursing down through them. Where does it all go? As it passes into the streets, through nut vendors, and out the exhaust pipes of busses, might it be possible to follow it into subway tunnels or trace it up elevator shafts back to the top floors of office buildings? City smells, city sounds, and so many of
the city’s weighty little annoyances push us along the same stress-strain curve as its towering buildings, at every turn making trial of our tensile strength. When late for a business meeting, wouldn't we do better to measure the long wait for an elevator in pascals rather than in seconds, with a barometer rather than with a wristwatch? We inhabitants of megacities are little Titans, miniature Atlases, each hefting a little of the city's load on our aching shoulders.

When I was a child, I’d greet my father at the door, and, tired after a hard day’s work, he’d always make me the same deal. “I'll give you a piggyback ride to the kitchen,” he’d say, “but only if you carry this heavy briefcase for me.” Giving out a groan as he dropped his burden into my extended hand, and then, lifting me up onto his back, he’d march about, play-acting an unfettered lightness of being. I have a sneaking suspicion that the logic of city life turns on a similar principle; that the city carries our freight upon its shoulders as long as we bear a small measure of its upon ours. Despite common sense telling us all this heavy-lifting ought to result in more, not less, cumulative pressure, what keeps the operation moving, both for my father and for the city, is not a diminishing of pressure, but the inverse; its amplification, spiked with a communal ecstasy over the senselessness of it all.

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