Masahiko Sato Exhibition x beams carte. The designs created by the rare creator are now available in four goods.

Masahiko Sato exhibition "New x (how to make + understand)" is now being held at "Yokohama Museum of Art".

Online tickets were sold out until the last day of the exhibition, and every day before the opening of the museum, there was such an unusual excitement that men and women of all ages formed long lines in front of the museum to get tickets on the day of the exhibition.

Masahiko Sato
He is a rare creative director who has created various masterpiece contents such as "Don Taco," "Milo," "Malts," "Corolla II" and other commercials, "Dango 3 Brothers," "Pythagora Switch" and "I.Q." for PlayStation.

In this context, BEAMS CULTUART has released goods in collaboration with this exhibition.

3Character" T-shirt ¥6,600

Masahiko Sato has created many memorable characters. Featuring three of the most representative of these characters, "Bazaar de Gozaru (NEC)," "Polinky (Koikeya)," and "Kuma no Bunku (formerly Sumitomo Bank)," a dream team is completed on the T-shirt. This design, featuring characters from other companies side by side, is a historic collaboration.

Complementary Set" T-shirt ¥6,600

The other T-shirt has the A-Z alphabet laid out in a layout reminiscent of instant lettering, but the key design is missing in some places. The "BEAMS" string of missing letters is on the back of the T-shirt. The design is based on the idea of the complementary set in mathematics, and is a piece in which Masahiko Sato's originality shines through.

Overtitled" tote bag ¥4,400

The tote bag features a visual crossed with the titles of Masahiko Sato's past works, which are also used in the exhibition's key visual and on the cover of the official catalog. However, closer inspection reveals that there are more titles on the bag than on the original, including the word "beam" in orange.

3Character" tote bag ¥4,400

A tote bag with the same design as the aforementioned T-shirt will also be part of the lineup.

Incidentally, Masahiko Sato also created the concept movie for the launch of BEAMS CULTURE in 2023. The film, titled "new Communications (produced by May, a video production group including Masahiko Sato)," won the Wood Pencil award in the art direction category of the D&AD Awards 2023, an international creative award in the UK.

This collaboration was born out of such a longstanding friendship, and those who visit the exhibition are encouraged to check it out.