TAKARA BELMONT 100th Anniversary
“The Joy of Living Beautifully: A Philosophy of Beauty Beginning with the Osaka Expo in 1970”
For the first time, the blueprints of our exhibition hall exhibited at the Osaka World Expo about 50 years ago are unveiled.
Free admission at the Osaka Head Office on weekdays from November 16th (Tuesday) to December 17th (Friday), 2021.
TAKARA BELMONT Co. Rise into beauty, Walk into life. Ltd. (Headquarters: Osaka City Chuo To commemorate the 100th anniversary last month, Hidetaka Yoshikawa, Representative Director, Chairman and President of the Tokyo Metropolitan Government, will hold an event at the 1st floor entrance of the Osaka Head Office from tomorrow, November 16th (Tuesday) to December 17th (Friday). For a limited time only on weekdays, an exhibition titled ``The Joy of Living Beautifully - The Philosophy of Beauty that Started with the 1970 Osaka Expo'' will be open to the public with free admission to commemorate TAKARA BELMONT 's 100th anniversary.
Photo right) “Takara Beautillion” companion uniform designed by Junko Koshino
This exhibition marks the 100th anniversary of our company's founding, and by showing off materials from our company's collection that look back on the 1970 Osaka Expo, which served as a major impetus for our company to make great strides, we will be holding an exhibition that will celebrate the 100th anniversary of our company's founding. We planned this event with the aim of delivering a bright topic to the world. At the time, as the amount of investment exceeded the company's capital, it was a stand-alone pavilion exhibition, which was met with fierce opposition from those around them. However, the founder, Hidenobu Yoshikawa, was determined, and with the concept of ``the joy of living beautifully,'' the pavilion ``Takara''・Decided to exhibit ``Beautilion''. We have teamed up with young creators who are said to be up-and-coming. The pavilion, with its unique design that foreshadowed the near future, received a great response and was a great success, with more than 3.5 million visitors. In this exhibition, the pavilion concept of ``The Joy of Living Beautifully'' is TAKARA BELMONT 's philosophy that has remained unchanged since the 1970 Osaka Expo. By displaying our related materials, you can enjoy a glimpse of the world of beauty depicted by TAKARA BELMONT.
<Highlights of this exhibition>
1. Unveiling for the first time the blueprints and hand-drawn sketches of our pavilion designed by Kisho Kurokawa, one of the leading architects of the 20th century.
Takara Beautillion was designed and produced by Kisho Kurokawa, a leading architect of Japan's leading contemporary architectural movement, Metabolism, who later went on to become an active figure around the world. The blueprint for the pavilion has been unveiled for the first time. Furthermore, with this exhibition, we will be making public for the first time the concept sketches for Takara Beautillion, which are owned by Kisho Kurokawa Architects and Urban Design Office and have been kept private until now. At the time, a novel idea that expressed futuristic architecture by incorporating a capsule into a jungle gym-like structure was attracting attention, and you can see a valuable hand-drawn concept sketch depicting the parts. can. Additionally, approximately 50 1 in 1 models of Takara Beautillion will also be on display.
2. Our pavilion uniforms created by designer Junko Koshino will be on display for a limited time.
In the 1970s, miniskirts were mainstream. The uniform worn by the Takara Beauty Lion hostesses was a novel style consisting of yellow pants, a reversible cloak, and a hat. This precious uniform will be borrowed from Osaka Prefecture and displayed for the duration of the event. This exhibition allows you to experience the power of creation that was one of the reasons why Junko Koshino, who is still active both in Japan and abroad, made his breakthrough worldwide.
<Event overview>
This exhibition marks the 100th anniversary of our founding, and by displaying valuable materials and collections related to our solo exhibition at the 1970 Osaka Expo, which was a major opportunity for our company to make great strides, we look back on those days and get a glimpse of our thoughts. This event is planned and held with the hope that you will enjoy it. Along with the event, a total of 28 items will be on display, including the first public display of hand-drawn pavilion concept sketches from the collection of Kisho Kurokawa Architects and Urban Design Office. Anyone can view it for free during the period (*weekdays only).
Name: TAKARA BELMONT 100th Anniversary ``The Joy of Living Beautifully ~A Philosophy of Beauty that Started with the 1970 Osaka Expo~''
Venue: TAKARA BELMONT Osaka Head Office 1F Entrance 2-1-1 Higashi-Shinsaibashi, Chuo-ku, Osaka 542-0083
Period: November 16th (Tuesday) to December 17th (Friday), 2021 *Only open to the public from 10:00 to 17:00 on weekdays
Price: Free admission
Access: 3 minute walk from Nagahoribashi Station on the Subway Sakaisuji Line, 7 minutes walk, 5 minute walk from 2 and 6 Station on the Subway Sakaisuji Line, Sennichimae Line, and Kintetsu Line, Nihonbashi Station
General customer inquiries: 06-6211-2831 *Weekdays 10:00-17:00
TAKARA BELMONT URL: https://www.takarabelmont.com/
*In order to prevent the spread of the new coronavirus infection, exhibitions may be canceled or the exhibition period may be changed without prior notice.
For details, please contact our website or general customer inquiries.
<1970 Osaka Expo "Takara Beautillion" Overview>
The pavilion was designed with the concept of ``the joy of living beautifully.'' The building, designed by Kisho Kurokawa, expresses futuristic architecture by incorporating capsules into a jungle gym-like structure, and its innovative idea attracted attention. After the Osaka Expo, a space was also developed at this time that changed the image of a barber shop. Inside the museum, the basement is a testing ground with fantastic images and music. The first to second floors are floors that propose a future beauty salon, dental clinic, and bathroom. The third floor will be a rotating show stage, and the fourth floor will feature a futuristic capsule home. True to the words of the founder, who was particular about ``completion faster than anyone else,'' the pavilion was completed in just seven days and received a lot of attention from the media at the time, with many customers visiting every day to see the pavilion. . Although the company had already expanded overseas, exhibiting at this pavilion was an opportunity for the company to grow significantly.
