When virtually every surface is covered in advertising and messages it becomes increasingly difficult to find somewhere to put your message. These escalators in the Lumine Department Store in Tokyo use the moving handrail as a support.
Tokyo Metro stations use the same support for advertising local stores and restaurants. The information is scannable using your mobile phone and the QR codes on the handrail. On your mobile you can then access the store or retaurants web site for opening hours, menus, location maps and more.