Mitsukoshi Isetan Group Christmas Campaign 2024

Christmas That Continues into the Future

The Mitsukoshi Isetan Group is Japan’s largest retail group, comprising 20 department stores throughout the country.

When launching a large-scale campaign across more than 40 domestic and international stores, planning was required to balance creative expression with sustainability. By designing the campaign as a three-year plan, we reduced single-year waste from decorations and packaging materials through planned reuse over three years, while still delighting viewers with annual variations.

Beginning with annual original visuals created by Akira Minagawa of minä perhonen, we expanded into store decorations, packaging and novelty items, concept movies, and interactive content. Through these various touchpoints, we conveyed a warm Christmas world that continues into the future.

Client :

Isetan Mitsukoshi Holdings Ltd.

Year :

2022 - 2024

Industry :

Fashion & Beauty

Graphics

Beyond wrapping paper, message cards, and ornaments, we brought the main visual’s world to life through stop-motion animation and motion logos. We also created an original “One” font.

Web / App

Using this custom typeface, we developed digital greeting cards that allowed for personalized messages.

Products

We organized workshops for handcrafting wooden ornaments, creating kits that enabled visitors to paint and decorate their own unique pieces.

Exhibition / Space

We also directed the Christmas trees at Ginza Mitsukoshi and Nihonbashi Mitsukoshi Honten. At Ginza Mitsukoshi, we projected animated light displays onto the tree's surface and installed photo spots. At Nihonbashi Mitsukoshi Honten, we created an enchanting tree in the atrium using honeycomb-structured pieces and dynamic lighting effects.