Product / ServiceRETAIL (GIFT SHOP)
CategoryE01. 360 Brand & Identity Experience
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Production Company PEN. TOKYO, JAPAN


Name Company Position
Morihiro Harano Mori Creative Director/Curator
Mitsubai Tokyo Mitsubai Tokyo Co Curator
Yoshihiro Yagi Dentsu Art Director
Haruko Tsutsui Dentsu Copy Writer
Scott Lehman Lehmanad Copy Writer
Taiji Kimura PEN. Graphic Designer
Daisuke Hatakeyama CREATIVE POWER UNIT Graphic Designer
Minami Otsuka CREATIVE POWER UNIT Graphic Designer
Hirono Matsunaga Dentsu Graphic Designer
Shinya Tamura Dentsu Ondemand Graphic Inc. Printing Director
Ayaka Yasuda LC Design Interior Designer
Motoyuki Murata LC Design Interior Designer
Yusuke Kitani Kaibutsu Web Designer
Yama Yama Web Designer
Takaya Sakano Photographer
Junya Sato Photographer
Takuya Demura CAVIAR Director
Mitsuru Yamamori Morimori Producer

Brief Explanation

The client is a small shop with low budget. We needed a simple and smart idea.

The Brief

The brief was to design a brand identity for 'Hotel Japan'-- a gift shop offering a curated souvenirs for creative travelers visiting Japan.

How the final design was conceived

The interior space of the shop was designed using the logo as a motif. The logo was also used in various ways around the shop, as a colorful graphical pattens on a wrapping paper, business cards, leaflets, gift ribbons and cushioning materials. The display shelves are constructed using a new kind of plywood called 'Paper Wood' which is made from colorful recycled paper sandwiched by birch and lime wood. Use of this material added an extra detail to the interior space.

Indication of how successful the outcome was in the market

Despite the shop located in a hidden place and no PR activities, the shop was 'found' by a Japanese high culture magazine (like Monocle), and selected as the 'Top 100 must-visit places in Tokyo' in 2014.