Beauty from Within

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.

Red Dot about Hakuten

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.

Aki Ito

Facts and figures

431

Employees as of 2024

18

Distinctions in the Red Dot Award

1967

Year of foundation

Awarded in

Awarded projects 2024

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Beauty from Within

Created in cooperation with artisans, “Beauty from Within” was inspired by the traditional wagasa (paper umbrella). Shiseido is committed to bringing out the inner beauty of the person. The presentation reveals the bamboo ribs and decorative threads of the umbrellas, showing the inner elegance of the wagasa.

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Indigenous Knowledge – Japanese Local Techniques

The exhibition in Marunouchi, Tokyo, deals with classic techniques, the recycling industry and regional development. Disused traditional bricks are used not only for the architecture and furniture, but also to exhibit prototypes of new products. This regenerative design connects the exhibition space with the surrounding city and its red-brick architecture.

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