Header: Ippei Suzukii
In the heart of Tokyo’s Ginza district, the Shiseido Parlour Main Store unveiled a holiday masterpiece that redefined traditional craftsmanship through modern design. Titled “Beauty from Within,” this unique Christmas window display transformed traditional Japanese umbrellas, or WAGASA, into enchanting Christmas trees and wreaths, showcasing the harmonious blend of cultural heritage and contemporary aesthetics.
A vision of inner beauty
Shiseido’s ethos of highlighting inherent beauty took center stage in this project, as the display aimed to spotlight the often-overlooked artistry of traditional Japanese crafts. By selecting WAGASA as the focal motif, the design bridged cultural symbolism and holiday cheer. Traditionally, WAGASA represent protection against evil spirits and good fortune, echoing the spiritual meanings of Christmas trees and wreaths.
Crafting elegance with a sustainable heart
WAGASA are celebrated for their durability, sustainability, and elegance, crafted from locally sourced materials such as bamboo, washi paper, and silk. Each umbrella is handmade, and even when damaged, they can be repaired, embodying the Japanese principle of mottainai – respect for resources.
For the “Beauty from Within” display, Shiseido’s creative team showcased the hidden beauty of WAGASA by highlighting their internal structure: the intricate bamboo ribs and golden ornamental threads. These elements, normally concealed, were brought to life, revealing a rhythmic geometry that shimmered like Christmas lights under Ginza’s city glow.
Artistry and innovation in design
This project was a collaborative triumph led by Shiseido Creative and executed by Hakuten Corporation, a design studio celebrated for merging real and digital experiences. The design, under the direction of Yoji Nobuto and Yukihiro Kaneuchi, drew from Japan’s deep aesthetic traditions while embracing innovative storytelling.
After the display period, the umbrellas were returned to their artisans in Kyoto, where they were disassembled into new umbrellas or used as parts for repairs. This sustainable cycle celebrated handmade objects’ timeless value and ability to adapt across generations.
A celebration of culture and design
The anamorphic transformation of WAGASA into holiday motifs resonated deeply with both local and global audiences. Art Director Yukihiro Kaneuchi remarked:
“With ‘Beauty from Within,’ we sought to reveal the hidden elegance of the WAGASA, capturing the essence of traditional craftsmanship while redefining its place in modern design. This recognition inspires us to continue creating works that reflect the purity and depth of Japanese aesthetics.”
“Beauty from Within” exemplifies the power of design to bridge traditional craftsmanship and contemporary storytelling. By transforming WAGASA into evocative Christmas symbols, Shiseido has offered a poetic interpretation of inner beauty, sustainability, and cultural resonance. This project is not just a window display – it’s a celebration of heritage, an ode to craftsmanship, and a testament to the timelessness of Japanese aesthetics.
For those wandering through Ginza during the holiday season, the display offered more than visual delight – it invited reflection on the beauty that lies within the traditions we carry forward.
About Hakuten
Founded in 1970, Tokyo-based Hakuten Corporation has carved a global niche in integrated experiential design, merging real-world and digital elements. Their innovative approach has garnered them top honors, including the Grand Prix at the 2024 Red Dot Design Awards and consistent recognition as one of the Top 100 Design & Architecture Studios by the iF Design Awards.
“Beauty from Within” has earned global acclaim, winning prestigious accolades such as:
- Grand Prize at the Red Dot Design Award 2024, one of the world’s top three design competitions.
- Window Display of the Year at the FRAME Awards for the third consecutive year.
- Grand Prize at the Japan Space Design Awards 2024.
- Bronze Award at the 103rd ADC Awards in New York.
Project info
Location: Ginza, Chuo City, Tokyo, Japan
Designer: Shiseido Creative + Hakuten
Client: SHISEIDO Co., Ltd.
Finishes: Hakuten Corporation
Project Team:
- SHISEIDO CREATIVE Co.,Ltd.: Yoji Nobuto (Creative Direction) and Yukihiro Kaneuchi (Art Direction)
- Hakuten Corporation: Aki Ito (Design), Tomoki Nabeta (Design), Yuto Mitani (Technical Direction), Kohei Kumazaki (Production Management), Seishiro Tate (Project Management), Kaiki Shingu (Production)
- A-KAK Co., Ltd.: Tomohiro Akagawa (Technical Direction)
- HIYOSHIYA: Kotaro Nishibori (Artwork)
- Photography: Masayuki Hayashi
- Film Production: Ippei Suzuki
Source: v2com newswire
