HocusPocus, a doughnut shop in Nagatacho, will be holding a doughnut-themed exhibition called "TOPNOTCH LUNCHEON MATS FOR DONUTS," created by creative directors Isogai Yoichi and Kosugi Koichi, from February 9th to February 18th.


HocusPocus is a doughnut specialty shop that offers experimental doughnuts using carefully selected ingredients, regardless of the method of production: deep-frying, baking, or steaming.

For this exhibition, Yoichi Isogai, a designer active mainly in the food and music industries, and Koichi Kosugi, an art director who works on advertising direction and collaborations with apparel brands, both of whom have ties to HocusPocus, have focused on the fact that "the main reason why donuts are donuts" is their shape.

By leveraging the appeal of this shape, can HocusPocus donuts be enjoyed to the fullest? Can they make them seem unexpected by adding some kind of information to them? Can they create an affordance that makes people want to put donuts down?

With this in mind, they will be unveiling a "placemat that makes you want to put donuts down."

In addition to the in-store displays, the exhibition will feature actual donuts, allowing people to enjoy looking at and eating them.