LUMINE

Japanese culture has found and embedded value in tacit knowledge—signs, transitions, each single moment. Within it has existed a sensibility unique to the Japanese: distilling the features of natural beauty into daily life and cherishing them, and giving names to color as visual information. At LUMINE, we launched a campaign to convey Japan's ancient colors through a contemporary approach. Harmonizing the colors of natural beauty seen in various places and the color combinations of classical Japanese dress with a contemporary sensibility, we distilled traditional colors that drape the cool of high summer into every part of the experience design. Through a collaboration with washi artist Rikuu, we likened washi paper to "yukiwa" (snow-ring) forms and decorated the space—an invitation that also lets visiting customers experience that decoration. The yukiwa has long existed as a pattern that makes the summer season feel cool. By creating a deep experience tied to vision from the world of aesthetics, the space gained added value, and the venue bustled with many participants during the exhibition.