Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana by Unou Jikenn, Inc. is a highly esteemed winner of the very prestigious 2026 A' Design Award Keleawe in Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio Competition Category.
KeleaweHoʻolaha· 2026
Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana
Client: Mitsui & Co., Ltd.
A' Design Award Keleawe Winner in Hoʻolaha Category
Verified Award Winner
Verify Award Status for #181004The Design
About Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana
He hana hōʻailona hōʻike kūhelu ʻoihana ʻo Kokorozashi Mirror i hana ʻia no Mitsui & Co., Ltd. Ua kau ʻia ka hōʻailona ma kahi ala hele o ke kahua kaʻaahi e pili ana i ke keʻena poʻo o ka hui. Hōʻike nā kiʻi paʻi o nā limahana a me nā hiʻohiʻona o kahi hana i nā māhele ʻoihana he ʻumi. Hōʻike nā memo kākau lima i kau ʻia ma luna o nā kiʻi i nā manaʻo nui o kēlā me kēia māhele. Kū kekahi aniani ma ka hopena o ke ala hele a lawe ʻo ia i ka māmalaʻōlelo hōʻailona o ka hui, It all begins with Kokorozashi. ʻIke ka poʻe nānā i ko lākou aka ponoʻī me ka memo, a paipai ia i ka noʻonoʻo pilikino.
The Recognition
About the A' Design Award Keleawe
Ua lanakila ka hoʻolālā Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Kokorozashi Mirror Hōʻailona Hōʻike Kūhelu ʻOihana i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This display visually expresses the roles and values of each business division, based on Mitsui & Co.'s brand tagline: It all begins with Kokorozashi. Unique to this display is the use of mirrors. The use of an innovative display mirror with the theme It all begins with Kokorozashi provides employees with a unique opportunity to reflect on their own aspirations in the context of their work. And it also shows other passersby that Mitsui & Co. is a company that values its people's aspirations.
- Dimensions & Packaging
- Mirror Signage: Width 1377 mm x Depth 3 mm x Height 1030 mm.
Business Unit Signage: Width 1377 mm x Depth 3 mm x Height 1030 mm. - Tags
- OOH, Out of home, Advertising, CI, Corporate Identity, Signboard, Station sign, Mirror
- Production Technology
- This PR display can communicate a variety of messages reinforcing the overall theme of Kokorozashi. The layout is unified so the different messages are easy to read. By using handwriting, the concept is personalized and individualized.
- Design Challenge
- The greatest challenge was inspiring Mitsui & Co. employees to reflect on their own Kokorozashi. Conventional signage offers merely a passive viewing experience. However, by having viewers superimpose their reflections over the concept It all begins with Kokorozashi displayed on a mirror, we created a natural catalyst for them to question their own aspirations. This transformed a one way message into an interactive experience.
- Research
- To visualize the brand tagline Kokorozashi, we expressed the aspirations of Mitsui & Co.'s 10 business divisions through handwritten messages. The aim was to convey that the company values personal aspiration, and to communicate the diverse range of its businesses. We developed a spatial design featuring the brand tagline on mirrors and the aspirations of the business divisions, reconstructing the station passage into a narrative space for visitors to experience the corporate values.
- Inspiration
- As a global trading and investment company, Mitsui & Co. faces the challenge that its wide range of businesses makes it difficult for many people to understand what exactly it is and its people do. Images of employees and workplace scenes are overlaid with messages articulating the Kokorozashi of each business division, followed by the reflection of the person looking into the mirror and the message. It symbolizes the inner drive needed to turn aspirations into reality.
- Project Duration
- Published: August 28, 2025 to Present in Tokyo, Japan.
- Operation Flow
- The placement of the displays is arranged according to the natural flow of traffic to maximize impact. There are messages from 10 different employees one after the other. The brand tagline comes last in the mirror. This allows passersby to get a sense of each business division's aspirations. The mirror and its message make a connection to them personally, to their own lives. It all begins with Kokorozashi.
- Team Members
- Art Director: Daichi Takizawa
Graphic Designer: Daichi Takizawa
Photo Editor: Akira Sudo
Photographer: Fumio Doi
Photographer: Takumi Ota
Producer: Masayo Tachibana
Producer: Yuki Ito
Producer: Shiori Kusabe
Planner: Shota Takei
Planner: 502 Tanaka
Planner: Kurumi Kamata
Media Agency: Metro Ad Agency Co., Ltd.
Creative Director: Kashiwa Sato - Image Credits
- Images 1 to 5: Photographer Takumi Ota.
Video Credits: Director, Cinematographer and Editor Yuki Nobue.
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
