The Shiseido Parlour Ginza Main Store in Tokyo transformed its Christmas window display into a breathtaking spectacle that celebrated the timeless beauty of Japanese craftsmanship. Titled “Beauty from Within,” the display featured a stunning interpretation of a Christmas tree and wreath, crafted entirely from traditional Japanese umbrellas, or WAGASA. By highlighting the inherent beauty of these ancient crafts, Shiseido paid homage to the concept of “bringing out people’s inherent beauty,” a core value of the brand.
Japanese umbrellas, known as WAGASA, were chosen as a motif due to their remarkable connection with the spirit of Christmas. Traditionally, these umbrellas symbolize protection against malevolent spirits and bring good fortune, much like the cherished meanings associated with Christmas trees and wreaths. This shared symbolism creates a natural harmony between the two.
WAGASA is a true embodiment of Japan’s aesthetic principles. These umbrellas are crafted sustainably, utilizing materials sourced from local environments, and are meticulously handmade. Their durability is noteworthy; even when damaged, they can be repaired and cherished for generations, making them a lasting part of cultural heritage.
The allure of WAGASA lies in the intricate design of their often-hidden bamboo ribs and the decorative ornamental threads. These elements, typically concealed, were highlighted to showcase their inherent beauty. The slender, flexible bamboo ribs are arranged with precision, revealing the exquisite craftsmanship that defines traditional Japanese artistry.
The golden thread decorations glimmer like festive Christmas lights, casting a warm glow over the streets of Ginza. This enchanting illumination not only enhances the visual appeal but also connects the traditional with the contemporary, creating a festive atmosphere that resonates with the holiday spirit.
Once the exhibition concluded, the umbrellas were returned to their skilled craftsmen, while the Christmas trees and wreaths were transformed back into new umbrellas and components for repairs. This cycle of renewal emphasizes the sustainability of traditional craftsmanship, showcasing its potential to adapt and thrive in a modern context.
Through this captivating display, the project highlighted the rich aesthetic and cultural significance of WAGASA, celebrating the artistry of traditional techniques while demonstrating their relevance and sustainability in today’s world. It serves as a reminder of the beauty that can emerge when heritage meets innovation.