Page 66 - Designing Ways 286

ALL ABOUT
ART

HAKUTEN's Work,

“Beauty from

Within”, Wins

Window Display of

the Year at FRAME

Awards 2024

Tokyo, Japan

eauty from within is a Christmas
window display project showcased
Bat 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
symbolises "protection against evil spirits"
and "good luck", similar to the meaning
of Christmas trees and wreaths, creating a
natural compatibility.

66 Issue 286 • dw