Beauty from within by Hakuten Corporation (Japan)
Project Title: Beauty from Within
Client/Context: Shiseido Ginza Building – Christmas Window Display
Designer Concept: Exploring beauty through the reimagination of traditional Japanese crafts
Background:
For the Shiseido Ginza Building’s holiday season, a Christmas tree and wreath were created using the traditional craft of the wagasa (Japanese umbrella). The project highlights the decline of wagasa craftsmanship in the modern era and reinterprets this cultural icon to preserve its artistry for future generations.
Design Idea:
Shiseido, a company known for exploring latent beauty, applied its design philosophy to wagasa, focusing on its hidden structural elements — bamboo frames and decorative threads.
By exposing what is normally unseen inside the umbrella, the design revealed a new dimension of beauty beyond functionality.
Bamboo ribs conveyed precision and tension, while golden threads reflected the Ginza city lights, turning the window into a luminous installation.
Rebirth / Sustainability:
Wagasa are inherently sustainable, as they can be repaired and reused.
After the display was dismantled, it was donated to a Kyoto craftsman, where each component was repurposed into new wagasa for ongoing use.
Design Features:
Wagasa Tree & Wreath: Dancing elegantly in the window display, merging traditional craft with seasonal celebration.
Craftsmanship as Ornament: Bamboo bones, threads, and traditional methods were elevated to the status of Christmas ornaments, fusing cultural heritage with contemporary festivity.
Graphics & Narrative: Supported by visuals and storytelling that highlighted wagasa’s cultural significance and “potential beauty.”
Core Message:
Beauty from Within transforms the invisible inner structures of a Japanese craft into a public expression of cultural and aesthetic value, redefining how design can both honor heritage and create sustainable futures.