The Isetan Mitsukoshi Group will be launching a new Christmas campaign starting in fiscal year 2022. This time, we are partnering with Akira Minagawa, designer and artist of minä perhonen, to develop a sustainable Christmas that will continue into the future. The campaign theme, "One," embodies our desire to connect the small joys of caring for others, heart-warming encounters, and other moments to a brighter future. The logo was created by Akira Minagawa using paper cutting techniques. Each letter has its own character and story, creating a logo mark that inspires the viewer's imagination.


The main visual is an original piece by Akira Minagawa based on Isetan Mitsukoshi's Christmas concept. It depicts a variety of people and animals gathering in a forest as Christmas approaches. Each person holds a precious "one" in their hands. The illustrations depict them gently holding it, giving it to each other, and sharing it.


＜Story＞
A small village on the outskirts of the forest eagerly awaits Christmas. The people and forest creatures alike hold dear thoughts about the year ahead, share them, give gifts to each other, and share gratitude for their happiness. They welcome the new year with the things they cherish every day in their lives, and the seeds of joy that fill their hearts.
text by Akira Minagawa




Mitsukoshi Isetan Original Christmas Gift Wrapping


For Christmas at Isetan Mitsukoshi, the theme is the minä perhonen textile "kaleidoscope," and the environmentally friendly wrapping is original Isetan Mitsukoshi paper, which contains over 40% recycled paper, to add a touch of Christmas color to your home with original gift wrapping.
*From November 9th, purchases made at participating Isetan Mitsukoshi Group stores nationwide will be wrapped in Isetan Mitsukoshi original gift wrapping.


Isetan Mitsukoshi Original Wooden Ornament


These wooden ornaments made from thinned wood were designed by Akira Minagawa for Isetan Mitsukoshi's Christmas collection. During the campaign period, customers who spend 5,500 yen or more with an MI Card at participating stores will receive one of Isetan Mitsukoshi's original wooden ornaments.


Isetan Mitsukoshi Original Eco Bags Designed by Akira Minagawa

ONE tote bag (candle, life puzzle, one day, metsä, kaleidoscope) 3,300 yen each
(Polyester (recycled polyester) - W38 x H40 cm, handle length 57 cm)
This original Mitsukoshi Isetan eco bag features five patterns of minä perhonen textiles perfect for the Christmas season. The back of the bag features a logo based on the Christmas campaign concept, "One." Sales begin on November 9th and will end while supplies last.


[Message from Akira Minagawa]
This year's Isetan Mitsukoshi Group Christmas theme is "One." There are countless wonderful objects around the world, each with its own story and filled with emotion. And these objects will surely hold many feelings and memories for the future. Christmas is also a season when we can share these wonderful encounters with loved ones. This tote bag features a design from minä perhonen textiles perfectly suited to the Christmas season. Use it in your daily life and welcome the joyful Christmas season.

[Available at]
Isetan Shinjuku Main Building 3F Re-Style / Main Building 1F Isetan Seed, Isetan Urawa Store 6F Living room counter, Ginza Mitsukoshi Main Building 1F Fashion Items, Niigata Isetan 2F New York Runway, Nagoya Sakae Mitsukoshi 3F unite Market, Lucua 1100 4F Isetan Closet/Select, JR Kyoto Isetan 5F Women's Clothing Re-Style, Isetan Mitsukoshi Online Store


Christmas Decorations


At Isetan Shinjuku, the interior will be decorated with a forest theme, inspired by the main visual for "One" by Akira Minagawa. The shop windows will also feature a shining display of the various people and creatures that live in the forest.


The "REV WORLDS" app is also decked out in Christmas colors


The virtual city communication app "REV WORLDS," which utilizes the metaverse, has introduced the world of "One," which can only be experienced in virtual space. The virtual Isetan Shinjuku store will also be decorated for Christmas, with a special area where you can experience the world of the main visual drawn by Akira Minagawa, as well as specially selected Christmas gifts.
Textile avatar wear and furniture items designed by Akira Minagawa will also be available. You can enjoy Christmas at Isetan Mitsukoshi anytime, anywhere from your smartphone.
(Scheduled to be held from Thursday, November 24th to Sunday, December 25th)
*The start time may vary depending on the OS of your device, and the schedule may be subject to change.

◆Virtual city communication app "REV WORLDS"
https://www.rev-worlds.com/


Artist Akira Minagawa


Founded "minä", the predecessor of "minä perhonen", in 1995. He is active in design activities that are close to everyday life, focusing on textile design using mainly hand-drawn patterns, as well as clothing, furniture, tableware, and spatial direction for stores and accommodations. He has also provided designs for textile brands such as Denmark's Kvadrat and Sweden's KLIPPAN, and the Italian ceramics brand GINORI 1735, and has also worked on illustrations for newspapers and magazines.