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
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