Packaging for many is a by-product, something to be cast aside in a hurry to get to what is inside, and only turned into a performance as wrapping when dictated by the domain of special celebration such as birthdays and wedding presents. Japan however has an especially rich history of packaging at all levels, whether the humble container required in daily life, or the most ornate expression of taste demanded of occasion rarely repeated. It is this prolific and considered culture of packaging that is to be the subject of an exhibition of Japanese packaging in Europe, which tackles Japan's artistic history in packaging and gift giving right to the contemporary landscape, before eventually considering the cultural dimension with a focus on Mitsukoshi's own place in, and contribution to, the vibrant tradition of gift-wrapping and giving that borders on an art form in its own right.
The exhibition begins by considering how deep into Japanese history packaging for daily necessities and foods were actually permanent vessels used time and time again, which by the Edo-era had become honed into kogei. Even as Japan headed towards mass consumption in the contemporary period this pride in presentation remained, and it is at this crossroads that Mitsukoshi rose to the fore, keeping the inherited traditions of wrapping and presentation intact while also opening the door to modernity. Amongst the exhibits is a presentation of Genichiro Inokuma's now iconic "Hana-Hiraku" print that regular readers of this site will recognize from a prior exhibition in Nihombashi Mitsukoshi. The design that proves such an enduring hit with customers is symbolic of the ongoing importance of wrapping in Japanese culture, at one a modern design, but still the perfect tool to honor traditional customs such as ochugen and oseibo gift giving that are as pleasing for the giver as the receiver.
If you are fortunate enough to be able to see the exhibition in Europe then you will find the details below, but rest assured that you can always experience Mitsukoshi's lineage in wrapping every single day in store at Nihombashi Mitsukoshi. Remember that with every fold you are not just seeing the dedication of the individual staff member in front of you, but an inherited lineage of gift giving and wrapping that is well worthy of its place in a museum.
Too Pretty to Throw Away! Packaging Design from Japan
The Siebold House Museum, The Netherlands
June 9th - August 28th 2016
http://www.sieboldhuis.org/
The Museum of Japanese Art and Technology, Poland
November 9th 2016 - February 13th 2017
http://manggha.pl/en/