Ginza Neon

Creative Direction
Art Direction

Illustration: Ryo Kaneyasu

This is a window display design to celebrate the 115th anniversary of Shiseido restaurant in Ginza, Tokyo. Ginza is a special area for Japan as it has long been a center for spreading culture. The restaurant also once served as a social salon and has continued to spread youth culture.

We began by drawing an illustration with a retro taste reminiscent of the salon to allow viewers to feel the restaurant’s 115 years of history. By using the latest material, LED tubes, we updated classic neon bar signs. Even though the tubes cannot depict complex shapes, the illustration had to be composed of simple lines while presenting a strong image.

The window display was discussed widely and in depth on social media, especially on Instagram, such that the display became a hotspot for taking photos.