we+ entwines 500 dyed threads to express the ‘diversity of beauty’ at shiseido in tokyo

in collaboration with shiseido’s art director taisuke kikuchi, contemporary design studio we+ has layered colored threads to create the ‘beauty innovation’ installation for the skincare brand’s store in the ginza building in tokyo. conceived to embody shiseido’s corporate philosophy, the concept behind the project intends to express the ‘beauty of diversity’ through the variously dyed layers.

all images courtesy of we+

on show in shiseido‘s window between april 1 to july 12, 2019, the installation by we+ has been formed from layers of thread stretched vertically across the space. the work is motor-controlled, allowing the threads to slowly move, creating large openings before smoothly moving back again to close the gap.

the threads are dyed various hues in an effort to represent the vast spectrum of beauty, while also making for a beautifully colorful display. by changing the color of the thread for each layer, a gradation appears as they move, producing a three-dimensional and lively visual effect. this color gradation also gives the viewer a different impression depending on the angle they’re positioned at.

the realisation of the installation actually uses almost double the amount of the visible threads, which are hidden within the construction in order to control the motion and make possible the left and right movement. appearing to have an almost rubber-like elasticity, the 500 pieces use an internal mechanism to avoid getting tangled together during the three months of the exhibition. 

project info:

project name: ‘beauty innovation’

location: shiseido, ginza building, tokyo

display period: 1 april 2019 – 12 july 2019

direction & design: taisuke kikuchi (shiseido), hokuto ando (we+), toshiya hayashi (we+)

design & development: yohei aoki (we+), eri sekiguchi (we+)

technical direction & design: satoru kusakabe (perspectives)

software program: mio kato (siro)

lighting design: satoyoshi hoshino (MGS)

construction: mari art

special thanks: NBC meshtec inc., K’s METAL

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.