The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Design

S/PARK

Agency SHISEIDO CO., LTD. / Tokyo + Kontrapunkt Japan / Tokyo + nanou inc. / Tokyo

Client SHISEIDO
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Annual ID

OS_DE20_084M

About the Work

S/PARK is a new beauty complex built for Japanese beauty company Shiseido. The company considers conveying “modern Japanese beauty” as a key strategy for winning in global markets but has been struggling to achieve it. We first focused on Shiseido’s own typeface that had been used for advertising and packaging for over 100 years. Then, we created a new font and logos using components of the Japanese word bi meaning beauty represented in the typeface. We wanted to create a design that conveyed Japaneseness to global consumers by using Shiseido’s typeface, one of the company’s historical assets. It was challenging to make the design look modern rather than classic while preserving the essence of the original typeface. This concept has been reflected in all the media for S/PARK’s brand consistency, from posters and spatial composition, including signage and wall design, to items sold at a cafe in the complex, stationery goods, and on its website. The design that embodies Japaneseness has attracted great attention not only from Japanese people but also from global consumers.