Edo Tokyo Kirari Project: Ever-Evolving Tokyo Brands Assemble at Wakeijuku
2025.03.27
LIFEFrom Friday, March 7 to Sunday, March 9, 2025, the Edo Tokyo Kirari Project hosted the EDO TOKYO TIMELESS Exhibition: Encountering Tokyo’s Time-Honored Brands at Wakeijuku. Held at the Wakeijuku Honkan, former residence of the family of the Marquis Hosokawa, the exhibition invited visitors to rediscover Tokyo’s finest long-established brands, master craftsmanship, and food culture through the lends of “timeless” value. The historic venue, a Tokyo-designated Tangible Cultural Property (structure), provided a richly atmospheric setting where 39 Edo Tokyo Kirari Project participating companies gathered to showcase their deep-rooted heritage and ongoing innovations.
The exhibition was well-received as a rare opportunity to visit the Wakeijuku Honkan, usually closed to the public excepting one or two open days per month.
Satoru Utashiro, the exhibition’s general director, explained its concept. “Tokyo brands with ‘timeless’ value possess both enduring traditions and the flexibility to adapt with the times, maintaining connections with society, culture, and people in a constant state of evolution.” True to this vision, the exhibition was divided into themed areas that reflected aspects of daily life—fashion, food, and lifestyle—with each display structured to highlight the interplay of tradition and innovation. By showcasing foundational original products and traditional techniques alongside their modern evolutions, the exhibition was a powerful illustration of the Edo Tokyo Kirari Project’s guiding concept of “Old meets New.”
The first floor featured displays centered on “Life.” From Edokirikoglassware andkumikowoodworking to everyday items like umbrellas and towels, visitors were able to appreciate the enduring craftsmanship that continues to enrich life in the capital.
From left: A display from Uno Brush showcased traditional Edo hake brushes alongside modern clothing brushes designed for contemporary lifestyles. Yonoya Kushiho’s hair accessories were presented as versatile pieces that complement both Western and traditional Japanese attire.
From left: Tatematsu’s display featured a variety of kumiko woodworking creations, including the Hinode wall mirror, designed to evoke the rising sun. Ibasen’s exhibit contrasted Edo-style uchiwa (found fans) and simple, elegant Edo sensu (folding fans), both crafted using techniques unchanged since the Edo period.
On the second floor, displays centered on “Fashion” showcased the beauty and functionality of Tokyo’s diverse fashion brands, including garments, bags, and accessories.
From left: Domyo’s braided belts, crafted using traditional kumihimo techniques, are among the brand’s most popular items. Chikusen’s CHIKUSEN dress brand reimagines traditional yukata fabric as elegant contemporary dresses.
Left: Mokumeganeya’s jewelry draws inspiration from mokumegane, a metalworking technique once used to decorate samurai sword guards. Murata Dyeing INDUSTRY’s stoles and dresses are crafted from Ome-jima, a prized textile that gained popularity in the Edo period and remains a specialty of Tokyo’s Ome district.
The third floor’s “Food” exhibit showcased an array of Tokyo’s iconic culinary delights, from vegetables and confectionery to sake.
From left: Shinbashi Tamakiya’s furikake seasoning and Ami Butter products have become recent bestsellers. Toshimaya’s Kinkon (golden wedding anniversary) sake is the only sake that is ceremonially offered at both Meiji Shrine and Kanda Myojin Shrine.
Left: Yamamoto Noriten featured long-standing products like Ume no Hana toasted nori seaweed, as well as the popular souvenir Tokyo Premium Otsumami Nori. Negizen’s Negi Miso is made from the rare Edo Senju Negi (spring onion), a heritage variety cultivated using traditional methods dating back to the Edo period.
A special section on the second floor featured collaborative works between Edo Tokyo Kirari Project participants and designers from the Bureau du Design, de la Mode et des Métiers d’Art (BDMMA), a Paris-based design incubator. Six pieces from this Tokyo-Paris partnership, which began in 2021, were displayed at the event.
The sunroom, with its striking stained-glass windows and distinctive wallpaper, served as a beautiful setting for these collaboration items inspired by French design.
From left: Sensu adorned with the twelve zodiac animals, created through a collaboration between Ibasen and Jacques Averna. A floral vase resulting from a collaboration between Hanashyo and Pauline Androlus.
In addition to the displays, visitors were also invited to participate in various interactive workshops, such as creatingkumikocoasters or practicingkumihimobraiding techniques. Attendees enthusiastically engaged with these hands-on experiences, savoring the opportunity to create their own handcrafted pieces under the guidance of Tokyo’s master artisans.
From left: Participants crafting kumiko coasters under the guidance of Tatematsu during the pre-opening event. Ryukobo also demonstrated kumihimo techniques. Another workshop offered a unique collaboration where Chikusen yukata fabric was combined with Domyo’s kumihimo braids to create one-of-a-kind designs.
The exhibition attracted visitors of all ages, who expressed their delight at the fusion of traditional craftsmanship with contemporary design amid Wakeijuku’s historic setting. Many were particularly impressed by the innovative ways in which artisans are reinterpreting their skills to meet modern needs, making the event a true showcase of the enduring appeal and evolving potential of Tokyo’s heritage brands.
