"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.