This project is an attempt to pave the way to a brighter future for Ginza by closely examining the “human ecosystem” based on Shiseido’s idea of sustainability and coexistence between people, society and the planet.

In this project, students unfamiliar with Ginza were divided into three groups and observed their designated streets through artistic research and performance techniques. Students spoke with locals and created art using words, sounds, and colors as a medium to discover new values in the everyday life of Ginza.

The project was realized through a co-creation program involving Shiseido’s in-house and external creators, specialists, and Ginza locals.

Group A created “HANASU” — a flower that grows by feeding on people's words. The interactive installation allowed visitors to write on the display — their words becoming a representation of the real Ginza.

The experiment showed that dialogue is the starting point for richer experiences and deeper relationships.

TEAM B created a Shiritori-style word game that began from the word “Ginza”.

Participant’s answers were then displayed as audio art and graphics, with viewers able to feel the connections between each Ginza-inspired word.

The display gave a glimpse into the history and lifestyles of the people of Ginza.

TEAM C created the “Doki Doki Red Shop”.

By wandering the city in eye-catching red clothing and hunting for anything red, students realized that the color red plays a leading role in Ginza. At the “Doki Doki Red Shop”, students then displayed the various red items they had found, and shared original stickers with visitors.

Preserving Ginza’s beauty for the next 100 years.

In addition to work from the three student teams, the exhibition included sessions with experts in art, philosophy, environmental humanities, and design.

In this exhibition, over 100 original Ginza-inspired postcards were displayed and distributed. Each postcard was accompanied by a short piece of copy unrelated to the photograph — including keywords and memorable phrases extracted from students’ “sustainable beauty” essays.