lasercut nori for designer sushi
lasercut nori for designer sushi lasercut nori for designer sushi
apr 26, 2012

lasercut nori for designer sushi

‘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!!! (^_^)

    7e55e says:
  • Brilliant! The best part is you don\’t have to eat it to enjoy it. Not a Sushi/Nori fan.

    SJS says:
  • love it!

    Francesca Gottardo says:
  • Incredible… and possible inedible. I don’t think I could bring myself to ruin such a gorgeous roll 🙂

    Daniele says:
  • i’m getting this when i head to tokyo this may 2012!

    mad mochi says:
  • Can we buy them online ?

    Myriam says:
  • this is the stupidest thing I have ever seen. you people need a fucking life

    NoHope says:
  • I guess I’m just a traditionalist and a sushi snob but it all does not look too appetizing to me.

    Nori O. Maki says:
  • 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!

    ss says:
  • Doesn’t this produce waste?

    sdaasdsd says:
  • 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.

    Chris Arabadjis says:
  • That looks absolutely amazing! Takes the art of sushi to another level.

    Mette Camilla says:
  • Dear No Hope,

    obviously, you have no appreciation of food, art, culture and innovation.

    sdaasdsd: what waste? Some seaweed. Oh my, so tragic.

    vinci says:

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news

keep up with our daily and weekly stories
501,538 subscribers
- see sample
- see sample