An exhibition that tells the story of Iichiko's past and future, iichiko Design Week 2024 will be held to celebrate the 40th anniversary of iichiko Design!

You see iichiko advertisements everywhere, on the streets and in commercials. In the pastAlso presented in Huynem.There are also many items with stylish logos and packaging, such as "iichiko SUPER.

This year, "iichiko design," the collective name for all of Iichiko's creativity, celebrates its 40th anniversary. iichiko Design Week 2024" will be held at "Shibuya Stream Hall" from October 8 (Tue) to 12 (Sat).

The theme of this event is to communicate the past and future of "iichiko," and will include an exhibition of the graphics and product designs that have been created, as well as the introduction of new products. The 4th to 6th floors of the venue will be divided into three areas: "Touch iichiko," "Learn about iichiko," and "Experience iichiko," and there will also be limited events focusing on various products on a daily basis. Here are some of the interesting contents of "iichiko Design Week 2024".

First, the "Touch iichiko Area" on the 4th floor. Here, the "iichiko station posters" that everyone has seen at least once will be on display.

In a space that recreates an actual station, visitors can carefully view 40 posters carefully selected from among the works produced to date. It is a great place to see the years of publication, the particular quality of the paper, and the secret story behind the photo shoot by art director Hideya Kawakita, along with the background of the period.

All About iichiko" exhibit unraveling the "past and future" of "iichiko".

Interview about "iichiko" "iichiko and Me" (iichiko and Me)

Exhibit introducing "iichiko" products "iichiko Products "iichiko Bottle Design"".

iichiko Location Map" in the main theater

iichiko Gallery "iichiko gallery" where you can see more than 2000 "iichiko designs" in total.

The "Area to Know iichiko" on the 6th floor is a space where five contents are condensed.

The exhibition "All About iichiko: Iichiko Comprehensive" introduces the history of iichiko through 40 topics with illustrations and trivia, and "iichiko and Me: Iichiko and Me" allows visitors to learn about episodes related to iichiko from 40 celebrities. iichiko and Me" where you can learn about episodes related to "iichiko" from 40 celebrities.

There is also an exhibition of bottle designs and a theater with a map showing the locations of past "iichiko station posters. In addition, the "iichiko Gallery" allows visitors to search through a total of over 2,000 creative works by the keyword of their interest.

Enjoy limited cocktails and 13 Iichiko brand products.

After learning all about "iichiko," visitors can actually taste limited-edition cocktails created by guest bartenders invited from the world's top bars in the Japanese-style area set up in the "iichiko Experience Area" on the 5th floor.

Drink pass holders will also have a chance to compare 13 "Iichiko" brand products. Enjoy the taste of "Iichiko" in various ways such as on the rocks, with water, or with soda.

A completely new food pairing to enjoy "Iichiko

Pairing shochu with Japanese sweets. The challenge for this unknown approach comes from Iwate's"Budding House."Only those who purchase a limited cocktail or drink pass at the "Iichiko" Special Bar on the 5th floor will be offered a daily special wagashi (Japanese sweets). Limited to 100 people each day, so the early bird gets the worm.

Here, too, the "Iichiko Station Poster" can be seen through a spatial content monitor. On the ceiling, an image of water is projected to create the sizzle of a sake brewery. It is nice to taste "Iichiko" in the fantastic world view.

Note the interactive table that uses a flat monitor with sensors as a table. When a circular coaster for each product on the table is placed on the monitor, an innovative mechanism is used to bring up a sake quality chart, drinking recommendations, and related creativity.

This is not the end of the story. The contents that will change daily during the exhibition will also be interesting.

Fermentation Designer Hiraku Ogura x "Iichiko" - COZY TALK! & Koji Tasting Experience to unravel the character of "Iichiko

On the first day of the event, Tuesday, October 8, Mr. Hiraku Ogura, a fermentation designer, and Sanwa Sake Brewery staff, who are experts in shochu production, will delve deeply into "Iichiko" from the perspective of fermentation and koji.

After hearing about koji and yeast, which are essential for the production of "Iichiko," and which are of interest to many enthusiasts, you can enjoy a tasting of special amazake and shio koji made by Hiraku Ogura from the special koji used by Sanwa Shuzui in shochu production. Please note that reservations are required.

Sayoka Hayashi, Editor-in-Chief of "TRANSIT" × Hideya Kawakita, Japan Berrière Art Center - Landscape connecting design and travel

On Wednesday, October 9, visitors can listen to a talk show featuring Sayoka Hayashi, editor-in-chief of the travel magazine "TRANSIT," and Hideya Kawakita, art director of "iichiko design" for 40 years.

The "Iichiko Station Poster" started in 1984, and the "Iichiko Person" ads with the theme of "Drink a little and travel a little" are the subjects of this exhibition. The theme of the event is "Drink a little and travel a little," and the ads are full of episodes that can only be heard at this event, such as secret stories from the photo shoot and behind the scenes of design production. Reservations are required, so be sure to arrive early.

Food culture magazine "RiCE" x "Iichiko" - Shochu pairing. Enjoy with food, Iichiko Silhouette〜

The charm of "Iichiko" is that it goes well with all kinds of food. We will collaborate with the food culture magazine "RiCE" to offer a pairing experience using "Iichiko Silhouette," one of the most mellow and aromatic products.

Marie Chiba, a sake specialist, and Hiroshi Inada, editor-in-chief of "RiCE," who is deeply versed in food culture, will be on stage. This is a rare opportunity to learn authentic pairings based on scientific findings. Those who wish to attend are required to make a reservation in advance.

Super Night @ iichiko Design Week 2024 - Super Night with Super DJs

On Friday night, October 11, "Iichiko" will be served with nice grooves. A "super night" is also coming to Shibuya Stream Hall.

The main DJ will be Shinichi Osawa, and special "Iichiko Super" original cocktails will be available. The daily event is open to everyone. Let's forget the fatigue of the week and have fun!

Sensory evaluation panelists & experience of blending sake - "Iichiko" tasting with all five senses

In addition to inspections using the latest analytical equipment, Iichiko undergoes a human sensory evaluation (kizukizake) to confirm quality. The sensory evaluation panelists who are responsible for this evaluation are specialists who have passed a rigorous in-house screening process.

At the venue, visitors can experience the actual screening process, which is held in two parts from 14:00 to 15:00 and from 15:30 to 16:30, with a capacity of 30 people. Visitors will be further attracted by learning about Iichiko's dedication to sake brewing.

chioben" x "iichiko supermarket" daily supermarket bento -Taste the world of "iichiko supermarket" in a bento

Throughout the five-day event from October 8 (Tue.) to 12 (Sat.), special collaboration bento "daily super bento" by "chioben" made with ingredients to express the shape of the bottle are also available. The price is T2,700 per 1TP9. To get your hands on one, visit the store between 11:00 and 14:00.

iichiko Design Week 2024 Souvenir Store

After enjoying yourself, check out the bottles you are interested in at the souvenir store where you can actually buy "Iichiko". Here, you can get 11 products of the Iichiko brand and the special label "Iichiko Person" created to commemorate "iichiko Design Week 2024".

For advance reservations and more information on each content, please contactSpecial SiteIn.

Both drinkers and non-drinkers will enjoy this event, so let's celebrate the 40th anniversary of "iichiko Design" in a big way!