Less is More Design in Japan

Last Summer, while walking in a little off-road in Kyoto's city centre, I saw this window display.

Arrangement of clothes hanging in the window display

Arrangement of objects at the bottom of the window display

 I couldn't really believe it was a shop until checking that it did have a sign on the door and a few racks of clothes. In that street, which is next to a temple and a very quiet upscale part of the commercial district of quaint Kyoto, the store was just believable enough. It demonstrated several differences in approach to commercial design and aesthetic taste of the Caribbean. Our stores in the Caribbean are more direct and definitely colourful. They invite you to think about lifestyle and entertainment for example. Upscale UK and North American stores tend to have a very grand, opulent use of display space to trigger desire in customers. The display for UK store, Wallis for eg. shows the mannequins clothed in the wares of the franchise and other props to convey summery activities.
                                                               

Window displays similar to those seen in the Caribbean

Display Design of Diesel's flagship store

 In comparison, the display for "Urim" pictured below projects the zen-like, less is more, simple aesthetic Kyoto is famous for. It is not clear whether this store actually sells to the public or has private clientele or only serves as a space for aesthetic play. It is interesting to look at how arrangement and colour of natural elements and the goods in the store can be used as a another approach to design rather than large colorful, synthetic graphics. These are two approaches to bringing attention to the story of the brand.

Sign at the entrance of small store on Teramachi-dori, Kyoto

This is not to say that Kyoto doesn't have its fare share of large department stores like Louis Vuitton and Lacoste showing very eye-catching work. Vuitton has long been known for its collaboration with popular local artists such as Yayoi Kusama and Takeshi Murakami but this style of pared down hand-made visuals is more typical of smaller stores off the main roads.

 
What do you think is communicated by each approach? Do you think this minimal aesthetic has a place in Caribbean design?

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Contemporary Art in Stores

The Kyoto BAL building's use of artist mirocomachiko's painting and
reproductions to create enticing tasteful window displays for
their New Year sale

The possibility of exposing art to the public is great if you utilize spaces that are less traditional. It is not uncommon to see reproductions and paintings and drawings of local artists used in banners, window displays and dedicated in-store displays in some of the trendy Japanese department stores. The image of the store benefits from the eye-catching, unique imagery of the artist and the artist benefits from the increase in appreciators and earning potential.

In arts cultures there is the stigma of watering down the seriousness of one's artists' persona by indulging in commercial activity to earn a living. This attitude perhaps became ingrained because the inability to live from your art could indicate that the artists work has not reached the level of development to attract committed collectors and dealers. In an age however when an ever increasing number of students are choosing to study media, frequently use Photoshop, engage in fan art and keep art schools thriving, it may call for reconsideration of attitudes toward fine artists pursuing commercial activity.

Window display using painting and graphics from mirocomachiko

On the ground, art dealers are charging larger percentages for access to gallery spaces and use of mailing lists while the public is reaffected by recession and tastes for collecting art decrease. It perhaps is time for artists to look to alternative avenues for diversifying their creativity. As an artist myself, I can also imagine getting my hands on window displays in stores in the city capital to create narratives and worlds which utilize the displays of the store.

What ways do you think artists can apply their talents to create diverse opportunities and reach new audiences?

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