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'design nori', developed by creative agency I&S BBDO for the umino seaweed shop
developed by international ad agency I&S BBDO for the umino seaweed shop, 'design nori' is a series of intricately
laser-cut seaweed for rolling sushi. each sheet of five designs-- 'sakura' ('cherry blossoms'), 'mizutama' ('water drops'),
'asanoha' ('hemp'), 'kikkou' ('turtle shell'), and 'kumikkou' ('tortoise shell')-- is based on an element of japanese history
or symbology, meant to bring beauty, good fortune, growth, happiness, and longevity.
because of the precision required in the cutting process, the seaweed itself is a thicker variety from the sanriku region
of miyagi. umino plans to use the leftover clippings to sell as furikake topping or recompile into other sheets.
the project was commissioned to respark the sale of nori following the tsunami in japan of 2011, at a time when
umino director hiroyuki umino notes that japanese are eating less seaweed than in the past.
'design nori' s on exhibition through may 27th, 2012, at 'katagami style' of 19th century japanese stencil artwork,
at the mitsubishi ichigokan museum in tokyo. the pieces themselves are available for sale only through the retail location
in ibaraki prefacture and at the exhibition, currently for the price of 840 yen (approx. 10 USD) each. in the future,
umino hopes to produce the nori on a larger scale and at lower cost.

from left to right: 'sakura' ('cherry blossoms'), 'asanoha' ('hemp'), and 'kikkou' ('turtle shell')

closer view, 'kumikkou' ('tortoise shell')

the complete line of 'design nori' currently in production

one-off special seaweed designs, on exhibition at the 'katagmi style' show in tokyo
image courtesy rocketnews24
via gizmodo / LA weekly, via dvice
hahahahahaha this is so cool!!! (^_^)
Brilliant! The best part is you don\’t have to eat it to enjoy it. Not a Sushi/Nori fan.
love it!
Incredible… and possible inedible. I don’t think I could bring myself to ruin such a gorgeous roll
i’m getting this when i head to tokyo this may 2012!
Can we buy them online ?
this is the stupidest thing I have ever seen. you people need a fucking life
I guess I’m just a traditionalist and a sushi snob but it all does not look too appetizing to me.
love it! I love sushi whatever way its done! I would buy it and use it for making rolls at home for parties or to take to potlucks with friends or for work. I think you it would make a great conversation starter!
Doesn’t this produce waste?
The delicate pattern hints at a delicate taste. Nearly as beautiful to the eye as it is in the mouth. What’s not to like here? Yes, using energy resources to cut seaweed unnecessarily may be a little extravagant, but revitalizing an industry that contributes to a healthy diet seems a worthwhile endeavor.
That looks absolutely amazing! Takes the art of sushi to another level.
Dear No Hope,
obviously, you have no appreciation of food, art, culture and innovation.
sdaasdsd: what waste? Some seaweed. Oh my, so tragic.