Shiseido Parlour’s SWEET is an interactive window display with a message of much-needed positivity for Tokyo’s COVID-19 stricken Ginza neighbourhood. With the hospitality sector, in particular, suffering from heavily reduced footfall as a result of pandemic-related restrictions, Shiseido Parlour’s window display was designed to connect with the community and is a positive symbol for the restart of business activity for one of Tokyo’s premier commercial centres. 

Inside the window, you will find Shiseido Parlour’s confections playfully brought to life dancing and jumping out of their packaging. The movement of each product is reminiscent of its unique taste and texture – the Hanatsubaki cookies dance and twirl, the crunchy kompeito roll and tumble, and the pound cakes march backwards and forwards. 

The smaller window has a device that, when peeked into, projects a view of the street alongside the dancing sweets onto a display in the package in the large window. This interaction, allowing participants to become a part of the narrative, is designed to imbue passersby with a sense of joy and happiness and allow each participant to create their own unique experience. 

Our approach to sustainability was to assess and use as much of what already exists as possible and reduce the need for custom-made materials and elements. The window display uses actual product samples and packaging alongside simple mechanisms, much like the type you would find used in school workshops around the world, to deliver high impact in an innovative and sustainable solution.