"Beauty from within" is a Christmas window display project showcased at the Shiseido Parlour Ginza Main Store in December. Traditional Japanese umbrellas (WAGASA) were crafted and decorated to represent Christmas tree and wreathe.

Shiseido is known for valuing "bringing out people's inherent beauty". For this project, we directed this concept towards traditional craftsmanship, aiming to highlight the inherent beauty of traditional crafts.

We chose Japanese umbrellas (WAGASA) as a motif for their high affinity with Christmas. Originally, WAGASA symbolizes "protection against evil spirits" and "good luck", similar to the meaning of Christmas trees and wreaths, creating a natural compatibility.

WAGASA embodies Japan's aesthetic principles. They are sustainable, utilizing locally sourced materials and crafted by hand. Even if damaged, they are continuously repaired and used for generations.

The beauty of WAGASA lies in the structure of their usually hidden "bamboo ribs" and decorative "ornamental threads". These elements were brought to light to reveal their hidden beauty within.

The slender and flexible bamboo ribs, arranged neatly and systematically, showcase the unique beauty of traditional Japanese craftsmanship. The golden thread decorations shimmer like Christmas lights, illuminating the streets of Ginza.

Additionally, the culture surrounding Japanese umbrellas has been declining due to the spread of Western-style umbrellas.
By conveying the beauty of the WAGASA in the show window, it also serves to pass on the culture of the WAGASA.

After the exhibition ended, the umbrellas were returned to the umbrella craftsmen, while the trees and wreaths reverted to new umbrellas and parts and tools for repairs.

They will continue to be used as umbrellas in the future, representing a Christmas window display that brought out a part of the potential beauty and sustainability of traditional craftsmanship.