Challenging Social Issues with In-House Power: 'IN-HOUSE→SOCIAL DESIGN UNIT' to be Held at Isetan Shinjuku Store, Changing the Future of Traditional Crafts by Leveraging the Skills of Corporate Designers

Isetan Shinjuku Store will hold 'IN-HOUSE→SOCIAL DESIGN UNIT: Kokeshi Never Seen Before, Created by Designers from Sony and Fujifilm' from Wednesday, June 17 to Thursday, June 25, on the 5th floor of the Main Building, Center Park/The Stage #5. This initiative is a project developed and promoted by Dentsu's 'Future Creative Center,' which produces value creation in future fields, and Isetan Shinjuku Store. For this first installment, six designers from Fujifilm Corporation's Design Center, Sony Group Corporation's Creative Center, and Sony Design Consulting Corporation are participating, with the theme of the traditional craft 'kokeshi.' Isetan Shinjuku Store connects the sensibilities of these six in-house designers with diverse craftspeople, including kokeshi artisans, Edo Kiriko glass cutters, and metalwork artists, and delivers them to customers with the discerning eye unique to a department store.

What is IN-HOUSE→SOCIAL DESIGN UNIT?

'IN-HOUSE→SOCIAL DESIGN UNIT' is an initiative that aims to develop products contributing to solving social issues by leveraging the expertise and creativity of corporate in-house designers and creative talent. In this first installment, a total of six designers from Fujifilm and Sony collaborated across corporate boundaries, using kokeshi, a field different from their usual work, as a theme. Through repeated research, analysis, and discussions, they explored new interpretations, and each designer's original kokeshi will be sold at Isetan Shinjuku Store.

Connecting, Shaping, and Delivering

In this project, Isetan Shinjuku Store is responsible for the coordination and adjustments to realize collaboration between traditional kokeshi artisans and corporate in-house designers. Furthermore, it handles everything from product commercialization to in-store display and sales, including matching with diverse craftspeople such as Edo Kiriko artisans, metal processing specialists from Tsubame-Sanjo, and metal hammering artists. It functions as a 'hub' that reliably delivers the fruits of co-creation to the world, leveraging the department store's network and influence.

The Theme is 'Kokeshi': Illuminating the Future of Traditional Crafts with the Power of Design

With the cooperation of Sakurai Kokeshi, a family-run business that has been making Naruko kokeshi, a type of traditional kokeshi, for generations, the project involved hands-on manufacturing alongside the artisans. Going beyond traditional kokeshi, the project will feature a variety of kokeshi forms through a cross-disciplinary approach to materials and ideas, including collaborations with metal processing specialists from Tsubame-Sanjo, metal hammering artists, Edo Kiriko, silk scarves, clothes for kokeshi, and designs inspired by paper lanterns.

Glowing Kokeshi, Naruko Type

Glowing Kokeshi, Naruko Type: 198,000 yen

A pendant light carved from mizuki wood, born from the place of Naruko kokeshi making. Like a kokeshi, it holds its own unique character and gently illuminates the space. Inspired by a Sony designer turning wood on the lathe at 'Sakurai Kokeshi' in Naruko, this design expands four traditional Naruko kokeshi shapes into lighting fixtures.

Metal Kokeshi (Metal Hammering): 297,000 yen

A copper kokeshi created by a Fujifilm designer and a metal hammering artist from Tsubame-Sanjo.

The roots of kokeshi lie in woodturners who, while making tableware, began making dolls for children from leftover wood. This work redefines that origin using the craft techniques of Tsubame-Sanjo.

Visualizing the Appeal of In-House Designers and Addressing the Challenges of Traditional Crafts

By combining the knowledge of corporate design, the skills of artisans, and the power of a department store, this project aims to create new value for traditional crafts, which face issues such as a lack of successors, sales channels, and recognition. This project aims to visualize the appeal and potential of excellent in-house designers and also to find clues for solving social issues through design.

Event Overview

'IN-HOUSE→SOCIAL DESIGN UNIT: Kokeshi Never Seen Before, Created by Designers from Sony and Fujifilm'
Dates: Wednesday, June 17, 2026 – Thursday, June 25, 2026
Venue: Isetan Shinjuku Store, Main Building 5F, Center Park/The Stage #5
Planning & Promotion: Dentsu 'Future Creative Center', Isetan Shinjuku Store
Participants: Fujifilm Corporation Design Center, Sony Group Corporation Creative Center, Sony Design Consulting Corporation (6 designers)

*All prices include tax.
*Event details are subject to change or cancellation without prior notice.