HARA DESIGN INSTITUTE

This marked a complete switch for Matsuya: it swapped its traditional corporate blue for white. From the building's exterior to its interior, signage and shopping bags, the new look entrusted everything to the color white; white was now to communicate the department store's high quality environment and scope, its modernity and its dignity. We even developed a white textured paper for the unique, branded wrapping paper that is an integral part of the brand communication toolbox of Japanese department stores.

On the outer wall of the store, we arranged a tactile pattern of half-dome protuberances. We gave the wall not just a white covering, but also a physical texture. This dot pattern was also applied to the shopping bags, wrapping paper and store credit cards.

The posters announcing the renewal were made with embroidery. A computer-controlled sewing machine was used in place of a printing press. Here, also we stressed communication weighted with a sense of touch. This is a reflection of the attitude of a department store that offers an experience one can savor with all five senses.