The limited-edition collection "Bee White" by Richard Ginori, a renowned Italian maker of porcelain from Florence, Italy, designed by Akira Minagawa, designer of mina perhonen, is now available at The Stage on the first floor of the main building of Isetan Shinjuku. The promotion will run until November 2nd. This marks the second collaboration between Minagawa and Richard Ginori, and this collection depicts a world of dancing birds, flowers, and butterflies, painted with a free and flowing touch on beautiful white porcelain. The title "Bee White" is a play on the word "bee," one of the motifs, and "white porcelain," as well as the English expression "bee white," which means "a good start." From the 1920s to the 1930s, Richard Ginori was art directed by Gio Ponti, a master of Italian modern design. While working on this collection, Minagawa visited the atelier in France, where he encountered a collection designed by Gio Ponti, and created six motifs. These sophisticated creations have been given a modern elevating with Minagawa's signature vibrant depictions. Minagawa is particularly fond of the "Letter bird" design, in which a bird carrying a message of happiness flies freely among the tableware.

The collection includes a wide-ranging lineup of plates, bowls, pots, and cups, as well as linen placemats (4,500 yen) and coasters (1,500 yen) embroidered with "Letter bird." The promotional space recreates the workshop in France, and work clothes signed by the artisans are on display.

"During my visit to the workshop, I was struck by the high standards the artisans have in their craftsmanship, and keenly felt that they are preserving 280 years of tradition under strict management. Despite such a long history, the young artisans in the workshop are very free and flexible in their work, and I think that this is why the pieces are not just classic, but also well-balanced, even when looking at the placement of patterns. Marcello shapes the dishes, Francesco applies the patterns, and Giovanni colours the patterns on the dishes; these three worked as one to translate my designs onto the dishes. I think the greatest appeal of this design is the mix of my designs as a Japanese person with the traditional Italian style of Ginori, so it's not that just because it's Ginori it means it's Italian; it also goes well with Japanese food, so I hope people will enjoy mixing and matching freely," commented Minagawa.