When most people hear the word “art,” their minds might jump straight to paintings and sculptures displayed in museums. But one of the most accessible forms of everyday art is hiding in plain sight: the shopping bags and wrapping paper of department stores.
Think of it – Isetan instantly conjures up that iconic green tartan check, while Takashimaya is forever tied to its pink rose motif. These designs are etched into our collective memory, recognizable to all generations from young children to grandparents.
Maybe it isn’t just the act of shopping that excites us, but the thrill of carrying an armful of those paper bags. After all, if it weren’t for that anticipation, who would be content to wait as each purchase is carefully cushioned, wrapped in crisp paper, tied with a hand-finished ribbon, and finally slipped into a bag – all while making casual small talk at the counter?
So when did the culture of gift wrapping first begin?
Since furoshiki have existed since the Heian period, Japan has long had a deeply rooted “culture of wrapping.” It’s said that wrapping paper created specifically for gift presentation first appeared around 1905, with the opening of Japan’s very first department store, Mitsukoshi.
Following Mitsukoshi’s lead, other major retailers such as Takashimaya, Matsuzakaya, and Daimaru began transforming into full-scale department stores. Soon, each was commissioning graphic designers and painters to create original packaging, giving rise to the richly designed wrapping papers that continue to this day.
In Japan especially, wrapping has never been just about covering an item. It has also served as a way to express the giver’s feelings, and as a way for people to embrace the festive spirit of seasonal occasions, whether Christmas, Valentine’s Day, or other celebrations.
Japan’s uniquely delicate design
When talking about wrapping paper, one design we must mention first is the very first original creation by Mitsukoshi. This masterpiece was born from the hand-drawn illustrations of painter Genichiro Inokuma, who was well connected with literary giants like Yasunari Kawabata and Yukio Mishima – combined with the elegant cursive “Mitsukoshi” lettering added by none other than Takashi Yanase, then a member of Mitsukoshi’s advertising department and later famed as the creator of Anpanman.
Yanase’s life is currently the subject of NHK’s morning drama “Anpan” – back in 1950, just after the war, the choice of a vivid single shade of Schiaparelli Red was deliberate: wrapping paper, too, had to embody strength and confidence for the new era. The design was named Hana Hiraku (“Blossoming Flower”), and even 75 years after its debut, it continues to serve as a proud symbol of Mitsukoshi.
Part of its enduring appeal lies in its graphic brilliance: no matter the size of the package or the angle from which it is seen, the pattern’s beauty never wavers – this is one of the many reasons it has remained beloved for generations.
Next, let’s look at Isetan’s original shopping bag, which was refreshed a few years ago to much buzz. Commonly known as the Isetan Tartan, its roots go back to 1956, when Isetan Shinjuku opened a shop dedicated to teenagers. The tartan skirts and scarves sold there became an instant sensation among teenage shoppers, and just two years later, the same pattern was adopted for the store’s shopping bags.
Fast forward to 2012: after winning the “Tartan Award,” Isetan revisited the design from scratch. Working with mills in Scotland, the spiritual home of tartan, they wove an entirely new original fabric, resulting in today’s MacMillan/Isetan (left in the image). Its counterpart, Black Watch/Isetan Men’s (right in the image), was created under the design supervision of Brian Wilton, a director of the Scottish Tartans Authority. At that point, to the classic palette of green, navy, and black, a distinctly Japanese accent was added: a deep red known as niiro (丹色).
Both new tartans are now officially registered with the Scottish Register of Tartans, cementing Isetan’s check as a modern icon with international recognition.
In the rush of modern life, it’s easy to overlook the small details of the everyday. But if we take a moment to pause, we may find art quietly hidden within them. Consider shopping: the walk home with a purchase, the anticipation before opening it, and the moment of unwrapping itself – each step offers a little spark of joy, all thanks to the wrapping.
Realizing that a single package can make your heart skip three times along the way can add unexpected delight to your daily routine. Perhaps this is also the perfect excuse to dig out the many shopping bags likely tucked away at the back of your closet, and – under the pretense of “tidying up” – take a moment to compare and rediscover their beauty.
