studio yumakano

SHISEIDO KARAKUSA -A Rhythm Played by Lines-

SHISEIDO KARAKUSA -A Rhythm Played by Lines-

We directed and designed the window art and entrance exhibition at the SHISEIDO Ginza Building in Tokyo, under the theme "SHISEIDO KARAKUSA: A Rhythm Played by Lines."

The KARAKUSA (arabesque pattern) has long symbolized the vitality of plants that grow endlessly. Having traveled between the East and West throughout history, it has evolved into a universal motif. Shiseido’s first president, Shinzo Fukuhara, believed the elegant presence of the karakusa resembled the beauty of women and was a perfect fit for the image of cosmetics. Since then, the karakusa has become part of Shiseido’s DNA of beauty, reflecting the spirit of each era while being passed down to the present day. This project reinterprets Shiseido’s karakusa, reflecting on its history while presenting it as a symbol of growth for the future.

The project is composed of two spaces: the street-facing window art and the interior entrance exhibition.
In the window art, themed around “curves,” the motif draws inspiration from the works of Ayao Yamana (1897–1980), one of Shiseido’s iconic illustrators and designers who laid the foundation of Shiseido’s design philosophy. The flowing movements of ribbons recreate the graceful curves of the karakusa as though tracing Yamana’s brushstrokes. Each of the three ribbons moves to its own rhythm, never repeating the same motion, yet beautifully overlapping to convey the fleeting beauty of the moment. The design suggests an infinite evolution of the karakusa motif.

The interior entrance exhibition, themed around “straight lines,” takes inspiration from the karakusa inlays originally embedded in the building’s flooring. The design transforms these patterns into furnishings that rise as if the branches and leaves of karakusa were growing upward, embodying the vitality of life. The space creates an immersive experience as if stepping into a world of karakusa. Heritage products adorned with historical karakusa patterns are displayed on pedestals shaped like the motif itself, along with interactive exhibits where visitors can connect karakusa designs like puzzle pieces. This allows visitors to learn about the history of Shiseido, passed down through generations.

Both the window and entrance spaces invite visitors to experience the rhythms created by the beautiful curves and bold straight lines of karakusa.

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Project Title : SHISEIDO KARAKUSA: A Rhythm Played by Lines
Exhibition Date : May 2024 – February 2025
Venue : Shiseido Ginza building 1F

Executive Creative Director: Yoji Nobto (SHISEIDO CREATIVE)
Creative Director: Keisuke Hori (SHISEIDO CREATIVE)
Art Director / Designer: Yuma Kano (NOU Inc.)
Designer: Mitsato Nunokawa / Misaki Ujiie (HAKUTEN CREATIVE)
Technical Director: Yuto Mitani / Takashi Nakagawa (HAKUTEN CREATIVE)
Graphic Designer: Sunao Miyazaki (HAKUTEN CREATIVE)
Construction: Kohei Kumazaki / Akira Miyajima / Ryosuke Suzuki / Takashi Matsumura (HAKUTEN CREATIVE)
Client : SHISEIDO Company, Limited
Construction : HAKUTEN
Principle use : Window Art & Exibition
Site: Ginza, Tokyo
Photo : Masayuki Hayashi
Video : Yuhei Kodaka