Sometimes less is more. In the case of Shiseido, the Japanese beauty brand, that seems to be the ethos behind the window installation in its Ginza building. Created by we+, in collaboration with Shiseido art director Taisuke Kikuchi, the kinetic display features paper leaves in a choreographed dance. According to the company, the art piece expresses the diversity of beauty. Perhaps even more importantly, it conjures a poetic retail experience that isn’t bogged down by brand messaging.
The installation is made of up of 800 rounded pieces of paper lined up uniformly, in five rows of 16, on vertical wires. A small circulator is installed below each piece to lift it up when the airflow mechanism is activated. 80 lights on the window’s ceiling are linked to the movement of each piece of paper, illuminating the leaves with various intensity as they dance up and down.
The window display, which is up until the end of this week, is a mesmerizing showcase. It’s also a reminder of how powerful a communications tool a creative storefront can be, especially at a time when entry into most retail shops – in Tokyo and in cities around the world – is temporarily off limits.
For its Ginza head office, the beauty brand has created a light as air installation.