Designers from Sony Group and Sony Design Consulting have teamed up with traditional kokeshi artisan Naomichi Sakurai of Sakurai Kokeshi to create a collection of new works inspired by the Naruko kokeshi tradition. The pieces go on sale and display at Isetan Shinjuku as part of the exhibition "IN-HOUSE→SOCIAL DESIGN UNIT Vol.1: Kokeshi the World Has Never Seen, Created by Sony and Fujifilm Designers," running June 17 to 25, 2026.
The exhibition is organized by Dentsu's Future Creative Center and Isetan Shinjuku as part of the "IN-HOUSE→SOCIAL DESIGN UNIT" project, which channels the specialized skills of in-house designers at major companies toward product development that addresses social needs. Sony and Fujifilm were selected as the first participants. With kokeshi—a traditional craft quite removed from their usual product domains—as the theme, both companies' design teams brought their own perspectives to create new works that will be on sale and display throughout the event.
The Sony design team engaged in repeated dialogue with Naomichi Sakurai, immersing themselves in the Sakurai Kokeshi workshop's approach to making. The resulting collection respects the essence of traditional kokeshi while introducing contemporary sensibilities and new uses. What began as an exploration of adding new value to existing kokeshi evolved into an investigation of making inspired by traditional techniques and the production process itself—yielding a diverse range of works where tradition and creativity intersect.
Sakurai Kokeshi × Sony Design
Kokeshi Draped in Silk
Silk scarves woven with brushwork patterns drawn by the kokeshi artisan. Available in four colorways: red, black, green, and multicolor.
- Brushwork: Sakurai Kokeshi
- Production: Tomioka Silk
- Design: Sony Group, Sony Design Consulting
Kokeshi Dressed in Knit
Traditional Sakurai kokeshi dolls dressed in hand-knit garments to bring out a fresh expression. Available in eight patterns based on three natural dye colors derived from Mizuki wood, indigo, and cherry blossom, including gradient variations.
- Kokeshi production: Sakurai Kokeshi
- Knit production: Mightdesign Works
- Design: Sony Group, Sony Design Consulting
Spinning Kokeshi
Spinning tops upcycled from offcuts generated during the kokeshi production process. Available in three sizes: large, medium, and small.
- Production: Sakurai Kokeshi
- Design: Sony Group, Sony Design Consulting
Kokeshi as Vessel
Vessels drawing inspiration from the craftsman's heritage and the lathe-turning process used in kokeshi production. The forms reference four traditional Naruko kokeshi shapes, each available in two colorways: painted and ink.
- Production: Sakurai Kokeshi
- Design: Sony Group, Sony Design Consulting
Illuminated Kokeshi
Pendant lights whose silhouettes expand on ideas drawn from the lathe-turning process, referencing four traditional Naruko kokeshi shapes. Each of the four forms is available in two colorways: painted and ink.
- Production: Sakurai Kokeshi
- Lighting production: Murakami Kosakusho
- Design: Sony Group, Sony Design Consulting
Exhibition & Sale Details
IN-HOUSE→SOCIAL DESIGN UNIT Vol.1
"Kokeshi the World Has Never Seen, Created by Sony and Fujifilm Designers"
In-store dates
June 17, 2026 (Wednesday) 10:00 AM – June 25, 2026 (Thursday) 8:00 PM
Isetan Shinjuku Main Building, 5F Center Park / The Stage #5
Mitsukoshi Isetan Online Store
Sales start June 3, 2026 (Wednesday) at 10:00 AM
Special page: https://www.mistore.jp/shopping/feature/living_art_f2/livingroom101_l.html
Related Links
- Sony kokeshi introduction: https://www.sony.com/en/SonyInfo/design/stories/kokeshi/
- Fujifilm kokeshi introduction: https://design.fujifilm.com/ja/kokeshiproject/
- Sakurai Kokeshi official site: https://sakuraikokeshi.jp/
