Press Kit | no. 5830-02
HAKUTEN's Work, “Beauty from Within”, Wins Window Display of the Year at FRAME Awards 2024
Hakuten Corporation
FRAME Awards winner of the Window Display of the Year for the past three years in a row
"Beauty from within" is a Christmas window display project showcased at the Shiseido Parlour Ginza Main Store in Tokyo in December. Traditional Japanese umbrellas (WAGASA) were crafted and decorated to represent a Christmas tree and wreath.
Shiseido is known for valuing the concept of "bringing out people's inherent beauty". For this project, the concept was directed towards traditional craftsmanship, aiming to highlight the inherent beauty of traditional crafts.
Japanese umbrellas (WAGASA) were selected as a motif for their high affinity with Christmas. Traditionally, WAGASA symbolizes "protection against evil spirits" and "good luck", similar to the meaning of Christmas trees and wreaths, creating a natural compatibility.
WAGASA embodies Japan's aesthetic principles. They are sustainable, utilizing locally sourced materials, and are crafted by hand. Even if damaged, they can be continuously repaired and used for generations.
The beauty of WAGASA lies in the structure of their usually hidden "bamboo ribs" and decorative "ornamental threads". These elements were brought to light to reveal their hidden beauty within.
The slender and flexible bamboo ribs, arranged neatly and systematically, showcase the unique beauty of traditional Japanese craftsmanship. The golden thread decorations shimmer like Christmas lights, illuminating the streets of Ginza.
After the exhibition ended, the umbrellas were returned to the umbrella craftsmen, while the trees and wreaths reverted to new umbrellas and parts and tools for repairs.
Through this display, the project demonstrated the untapped potential and sustainability of traditional craftsmanship, while celebrating its aesthetic and cultural significance in a modern context.
Technical sheet
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)
- 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)
Others :
- Masayuki Hayashi (Photography）
- Ippei Suzuki (Film Production)
About Hakuten Corporation
Founded in 1970 in Tokyo, Japan, Hakuten began as an event production company. Today, it has evolved into a design studio specializing in creating integrated "experiences" that merge real and digital elements, helping corporations and society address a variety of challenges.
Hakuten is globally acclaimed, having received numerous prestigious awards. Notable achievements include the Grand Prix at the Red Dot Design Award 2024, and the Best Category Award at the FRAME Awards for three consecutive years. Additionally, from 2020 to 2024, the studio has consistently been ranked among the Top 100 DESIGN & ARCHITECTURE STUDIOS by the iF DESIGN AWARD.
With offices in Tokyo, Osaka, and Nagoya, Hakuten is well-positioned to cater to a wide range of client needs, delivering exceptional solutions through its expertise and innovation.
For more information
- frameweb.com/article/retail/a-shiseid...
- frameweb.com/project/beauty-from-with...
- www.red-dot.org/magazine/interview-sh...
- www.red-dot.org/siegerprofile/shiseid...
- www.hakuten.co.jp/en
- www.hakuten.co.jp/story/shiseido_beau...
Media contact
- Hakuten Corporation
- Kanae Muramatsu / PR
- info-marketing@hakuten.co.jp
- +81-3-6821-8910
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