< BEAMS JAPAN > Produced “Sento no Susume.” won the Good Design Award

In collaboration with < BEAMS JAPAN > and Milk Sekiryo Kyoshinsha, the event ``Recommendation of Sento'' was held in 2019, connecting public baths and the motivation to go there through design, and drawing society's attention to public baths, which are in decline. We received the 2020 Good Design Award for creating an opportunity to focus on

In order to widely disseminate the good old Japanese public bath culture, ``Public Bath Recommendation.'' produced by < BEAMS JAPAN > uses original illustrations by illustrator Yu Nagaba for various contents, and Mr. Nagaba has created a milk stone soup. Mizuki Tanaka, a public bath artist, created a mural of ``Kototototo'' based on the motif, and also decorated approximately 550 public baths in Tokyo with original noren curtains ``Recommendation of public baths.'' We published an information magazine and held a stamp rally across public baths in Tokyo. We also developed goods including the Cow Brand Orange Box, the first collaboration product for Milk Sekidan, which was sold at a pop-up shop at the Shinjuku store BEAMS JAPAN.

< BEAMS JAPAN > has been organically connecting with other companies, local governments, locally-based brands and stores, and artists and creators that BEAMS focuses on, and disseminating Japan's attractive culture. Taking this opportunity to win the Good Design Award, we will continue to work even harder on this activity.