在る美

A window display exploring 
the beauty potential of traditional crafts. 

SPACE/VMD/WINDOW DESIGN

For the Tokyo Ginza Shiseido Building display from October to December 2023, we created a Christmas tree and wreath with artisans in Kyoto based on the theme of the ancient Japanese sense of beauty that traditional crafts possess. 
The motif for the large window display is the "Wagasa" umbrella. When researching Wagasa, we focused on the elements of the "bamboo frame and decorative threads." The design daringly exposes the "bamboo bone and decorative threads," which are initially inside the umbrella and only the user can see, expressing Shiseido's search for beauty and its corporate stance of working to define a new kind of beauty. 

The motif for the small window display was "traditional Japanese patterns." The exhibit was created by representing the confectionery sold at Shiseido Parlour in traditional patterns such as checkered, mikuzushi, and cypress hedge. 

CREDITS

CREATIVE DIRECTOR  YOJI NOBUTO (SHISEIDO CREATIVE) 

ART DIRECTOR / DESIGNER  YUKIHIRO KANEUCHI (SHISEIDO CREATIVE) 

PARTNERS

DESIGNER  AKI ITOTOMOKI NABETA(HAKUTEN CREATIVE) 

PRODUCER  SEISHIRO TATE (HAKUTEN CREATIVE) 

CREATIVE ENGINEER  YUTO MITANI (HAKUTEN CREATIVE)TOMOHIRO AKAGAWA (A-KAK) 

TECHNICAL DIRECTOR  KOHEI KUMAZAKI (HAKUTEN CREATIVE) 

CONSTRUCTOR  KAIKI SHINGU (HAKUTEN CREATIVE) 

PHOTO  MASAYUKI HAYASHI 

MOVIE  IPPEI SUZUKI 

SPECIAL THANKS  Hiyoshiya 

©2022 SHISEIDO CREATIVE COMPANY, Limited All Rights Reserved.