Putting the concept of a window display "upside down"

Shiseido Creative + Hakuten’s Ginza Ecological Map window display is the FRAME Awards' Window Display of the Year. The display uses the area’s ordinary ecology to create a window display which connects to the brand’s local roots.
Japanese skincare brand Shiseido’s Ginza Ecological Map has been awarded as the Window Display of the Year. Designed by Shiseido Creative + Hakuten, the window display in Ginza, Tokyo was inspired by the city’s ecology and natural beauty. A three-dimensional map of the surrounding district highlights its natural elements, discovered through fieldwork and research involving Ginza residents. A grid system displays the different items, which were presented in two themes, organisms and earth, during the year, as if they were scientific specimen. ‘There is a narrative which is communicated through vignettes and a community spirit,’ says Carlos Virgile, director of CV Design and Brands. ‘It doesn’t sell anything, which I think flips the concept of a window display upside down.’
Discover the latest spatial design and architecture insights on www.frameweb.com/
Like Frame on Facebook: / framemag
Follow Frame on Twitter: / framepublishers
Follow us on Instagram: / framemagazine
Check out our Pinterest: / framepublishers
Subscribe to our newsletters: bit.ly/3iFHFHt