Winners profiles 2024
The Hakuten agency, in cooperation with SHISEIDO CREATIVE, brought the brand essence of the luxury brand Shiseido to the fore with an impressive window display for the Christmas season: the bamboo structures of traditional wagasa, Japanese umbrellas, were aesthetically combined to form a Christmas tree. Just as Shiseido wants to bring out people’s inner beauty with its cosmetic products, the inner life of the umbrellas makes beholders pause thanks to the fascinating craftsmanship. It is an all-round coherent approach that also corresponds to the philosophies of the two involved creative companies. SHISEIDO CREATIVE, founded in 2022 and active with 93 employees, sees its mission in connecting brands and people through the experience of beauty. Founded back in 1967, Hakuten continues to inspire its international clients with new spatial installations. The 431-strong team constantly strives to appeal to people’s hearts and minds in equal measure with its communication – it aims to be a driving force that connects society with the future. Together, the creative companies have brought this touching Christmas magic to life: it combines tradition with modern aesthetics and at the same time symbolises an ancient wise saying – true beauty comes from within.
Interview with SHISEIDO CREATIVE Co., Ltd. | Hakuten
Red Dot: In the Christmas window display for Shiseido, you combine the human beauty that the brand stands for with the aesthetics of Japanese craftsmanship. How did customers respond to this idea?
SHISEIDO CREATIVE Co., Ltd. | Hakuten: Certainly, people felt addressed in very different ways, but the underlying concept, the fusion of the two aesthetics, was immediately understood.
You created a Christmas tree from the construction of traditional Japanese umbrellas (wagasa). What was behind the idea and what was the biggest challenge?
Shiseido’s shop window is redesigned four times a year with different themes. The underlying purpose is always to communicate the roots and cultural background of the Shiseido brand to customers. The original meaning of the Japanese umbrella is “good harvest” or “good luck”, and it also contains an allusion to the meaning of the Christmas tree or wreath. For the realisation, we had to understand the techniques and aesthetics of the wagasa in order to design new models.
Only the underside of the umbrellas, with the characteristic bamboo ribs, was used for the shop window. What is the conceptual meaning behind this?
Shiseido is a company that has always wanted to bring out people’s “beauty from within”. And the beauty of the Japanese umbrella also lies in its inner structure. We have therefore staged the inner beauty of the umbrella, expressing the brand essence of Shiseido and the Japanese sense of beauty.
After dismantling, you returned the elements to the wagasa workshops to be reused. So it was also an extremely sustainable project …
Wagasa umbrellas have always been repaired and therefore used for a long time. That’s why we also returned them to the workshops so that they may be preserved for as long as possible.
Hakuten specialises in creating customer experiences. Is a sensory experience a good way to anchor a brand more firmly in our digital age?
Yes, the power of actual objects and of space is very strong. I firmly believe in this impact and will continue to create spaces that truly move people’s hearts.