Ginza Neon

Creative Direction
Art Direction

Illustration: Ryo Kaneyasu

This is a window display designed to celebrate the 115th anniversary of SHISEIDO’s restaurant in Ginza, Tokyo. Ginza is a special area of 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 a salon to allow viewers to feel the restaurants’ 115 years of history. By using the latest material, LED tubes, we updated classic neon bar signs. The illustration had to be composed of simple lines while presenting a strong image in order to utilize the LED tube.
The window display was widely popular on social media as one of the most instagrammable places.