Beauty is part of our DNA, and like our iconic karakusa pattern, it continues to evolve and grow with us. We expressed this idea by featuring real employees participating in and interacting with the program.

A mix of East and West, the karakusa pattern has evolved through the influence of various aesthetics and cultures. This motif has also been a continuous source of inspiration for Shiseido. For this project, we reinterpreted the karakusa to represent our beauty DNA growing into the future. The new “Mirai Karakusa” (“Future karakusa”) logo expresses our ultimate wish: to unleash every individual’s unlimited potential.

The name of each space references Shiseido’s history and Japanese culture—for example, “Zen” and “Mai” were named after Shiseido perfumes.

Six reprints of heritage posters on display. The spaces on the 8th floor are each named after traditional Japanese colors used in the prints.

We used Shiseido’s font for the signs marking each area and created pictograms that follow the brand’s guidelines.

The program’s custom merchandise has an off-white base color that evokes the feeling of a new future. The designs represent various aspects of the program, including our latest iteration of the karakusa and a notebook that opens with a question to our leaders: “Our Future is...”