Shiseido joins teamLab on live art exhibition
Fusing tradition with contemporary art
Focusing on nature, the exhibition, named 'teamLab: A Forest Where Gods Live Art Exhibition presented by Shiseido', is taking place between 14th July and 9th October 2017 at Mifuneyama Rakuen in Saga Prefecture, Japan.
This year’s exhibition follows teamLab’s initial showcase in 2015, which centred around the concept, 'Nature Becomes Art'. Now in its third year, Shiseido is supporting the digital art demonstration for the first time.
Natural surroundings
Held in Mifuneyama Rakuen, a 500,000 square metre park, teamLab and Shiseido wanted to communicate the power of nature by placing its art amongst flowers and trees including cherry blossoms and azaleas.
'teamLab: A Forest Where Gods Live Art Exhibition presented by Shiseido' will feature 14 exhibits in total. Of these, 13 will be artworks that use projection mapping and other technologies including light and sound to bring nature to life.
The 14th exhibit will pair teamLab up with Shiseido to promote Waso, the Japanese conglomerate’s newly-launched skin care brand.
Adopting the tagline, 'All things beautiful come from nature', the Waso brand uses natural ingredients in its whole botanical cell formulation system, to provide solutions to common skin care problems such as both dry and oily skin, and visible pores.
Beauty and art
As Shiseido’s corporate mission is to “inspire a life of beauty and culture”, Shiseido hopes that its natural brand will be successfully communicated through its art-based marketing and promotional activities.
The Waso Tea House exhibition, entitled 'Flowers Bloom in an Infinite Universe, inside a Teacup', provides visitors with an original tea containing five ingredients: carrot, loquat leaf, tofu, white jelly mushroom, and honey. All of these are core ingredients in the new Waso skin care line.
Shiseido is gearing its advertising opportunities towards combining its “tradition of placing value on beauty” with teamLab and other creators’ digital art and technological advancements.
In May 2017, Shiseido's prestige label, Clé de Peau Beauté, enlisted the architectural expertise of Tsuyoshi Tane to create a light-filled brick-and-mortar space that revolved around experiential shopping to encourage purchases through appealing to the senses.
