Global holiday campaign for ISSEY MIYAKE
FLORIOGRAPHY is a flower corsage and personal message to convey various emotions, meant as a gift.
For the 2018 holiday season, with the theme “OF MANY COLOURS”, ISSEY MIYAKE introduces flower corsages made of the brand’s special pleated textile in various colours.
During the holiday season, featured messages between gift senders and receivers were published on the website, gathering exchanges into a wondrous collection of personal stories.
Concept
Beautiful flowers can make us think about the
special people to whom we’d want to send them
to put smiles upon their faces.
Pick a colour to give them.
Write down the feelings that you have for them;
feelings that might not always give words to.
“Happy Holidays”
“Thanks”
“Congratulations”
“Let’s meet soon”
“Dinner on Wednesday?”
“I had a great time yesterday”
“I love you”
For celebrations, gratitude, support or invitations.
For everyday or special occasions.
FLORIOGRAPHY is a flower corsage and personal
message to convey various emotions.
Story
The holiday season is when we meet and think about those for whom we care. Why not take the opportunity to send them a flower, with a few special words that we don't often express? Your message will gently envelop a flower corsage.
Words and phrases such as "COLOURS", "YOU", and "STORY" are printed inside the bouquet as conversation seeds which the sender can circle, combine, and craft into a personal message. The handwritten letter becomes its own flower language, enabling a new story.
Textile
The flowers are created with the original Steam Stretch* material. Steam is applied to a square-shaped fabric to shrink it into the form of a flower.
*Steam Stretch is a technique by which creases are woven into a piece of cloth using heat reactive thread which shrinks when steam is applied.
Instagram short story
You and I
Let's go see the winter ocean
Make a fire
And read books
We should buy some books first
We'll probably get something totally different
And I'm sending you a flower
It'll look good on your hat or jacket
But I think you will--
Have you received this letter of mine?
I'll wait a little more
Night
We haven't got used to calling each other
By our first names
I feel a bit shy
So for now, I'll do so only in writing
It's getting even colder
Let's spend some time, slowly and cosily
Our homework for the winter:
- stargazing
- skating
I know I'm going to wear my read overcoat
If we are to meet on a snowy day
Eyes
I remember your eyes
And the changing colours of the sunset in them
Colours that change slowly
Silence as a conversation
I got your letter earlier
And still carry it in my bag
Ripening in my mind
Every time I open my bag
My eyes meet the letter
Little by little, replying in my mind
Colours
Time whilst contemplating a response
Time whilst ink seeps into paper
Time whilst awaiting a reply
All sorts of time is
Enclosed in the envelope
Lights
Shells fell out of the envelope
Memories of the ocean from a while ago
We gave names to
Wave after billowing wave
That funny game we played that day
On the road by the shore
Lights quietly vanish behind
Layer by layer
A letter anchoring into memories past
Time
Safe travels
We'll call each other once in a while
I'll probably miss you
I'm counting the letters I've got
Strange, I thought I had more
Our words were so proper back then
Imagining the opposite side of the world
Winter nights are so long
I got your letter today
Opened the envelope while flying upstairs
Deep breaths, then read
Again and again
A sigh of relief
Now, time for coffee. Or maybe champagne?
Project Information
- Client: ISSEY MIYAKE
- Expertise: Brand
- Year: 2018
Project Team
- Project Direction: Kotaro Watanabe
- Creative Direction, Concept, Copywriting, Stories: Kotaro Watanabe
- Art Direction, Logo Design, Graphic Design, Illustration: Kotaro Yamaguchi
- Graphic Design, Web Design: Takeshi Saijo
- Photography: Yosuke Suzuki (erz)
- Support: Terushige Enatsu
