Osaka Kansai Expo "Osaka Healthcare Pavilion"
TAKARA BELMONT Booth Announcement
Quantum Leap for Beauty World
The booth was designed by Miya Yamade, Associate Professor at the Faculty of Policy Science, Ritsumeikan University and CEO of ZERO GRAVITY DESIGN.
TAKARA BELMONT Corporation (Head office: Chuo-ku, Osaka; Chairman and CEO: Yoshikawa Hidetaka) will be exhibiting "Quantum Leap for Beauty World" in the Future Healthcare Zone of the "Osaka Healthcare Pavilion Nest for Reborn" (hereinafter "Osaka Healthcare Pavilion") at the 2025 World Expo, Japan (Osaka-Kansai Expo).
At this booth, we will provide visitors with an opportunity to experience the space-age beauty that our new business, the "Healthcare Salon of the Future," which combines beauty and medicine, will bring to life through real-life exhibits and digital content, and to think together with visitors about the meaning of "true beauty."
Currently, developments are underway around the world with a view to human social activities in outer space. In Japan, space will become more familiar by 2050, and various preconceived notions will change dramatically. In particular, the definition of "beauty" as it relates to our business will evolve dramatically. Therefore, this exhibition expresses the inner and outer beauty that can be achieved by the "Future Healthcare Salon," which combines beauty and medicine, and asks the question, "What is true beauty?"
In addition, the exhibition booth will be distributing "beauty cards" with QR codes that will allow users to access digital content and find information that will give them hints for considering new concepts of beauty.
The design and planning for this project was handled by Miya Yamaide, an associate professor at Ritsumeikan University's Faculty of Policy Science and representative of ZERO GRAVITY DESIGN, who is a researcher of space architecture.
Through the Osaka-Kansai Expo, TAKARA BELMONT will consider beauty in the space age together with visitors, and aim to be a company that "makes beautiful lives come true" into the future.
< TAKARA BELMONT Booth Overview>
■Concept: Quantum Leap for Beauty World
Quantum Leap is a term from quantum mechanics that means "a jump that is not on a continuous line." Growth in business and technology does not grow continuously like a straight line that rises to the right, but can suddenly jump dramatically. Our company exhibited a pavilion at the 1970 Osaka Expo, and this event marked the beginning of rapid business growth. Therefore, we decided on the concept for the exhibition and experience we will be offering this time, based on our desire to be "a place and opportunity for the concept of beauty to grow dramatically."
▶Please watch the concept movie for "Quantum Leap for Beauty World."
English translation) →https://youtu.be/QP1YOFoVGjc
■Design Overview
The design this time was inspired by inflatable structures, which are structures that can be folded up small and loaded onto rockets to be transported into space. The motif is a crystal that changes appearance depending on the viewing angle, and the walls are also decorated to represent diverse beauty, and the "true beauty" that each individual thinks and feels.
The walls and exhibits that represent crystal were made by combining a total of 374 polyhedrons. A total of 1,580 acrylic panels of different shapes and sizes were covered with Dichroic Film™ by 3M Japan Ltd., which changes color depending on the angle from which it is viewed, creating an impressive effect. The panels were then fitted into metal frames and lit up by built-in tape-shaped LEDs. Delicate work was required to make these shapes look beautiful, and more than 70 craftsmen were involved in the work, working with metalwork and acrylic.
■Exhibition that combines real and digital
At the booth, visitors were not only able to individually reflect on the "true beauty" evoked by the designs, but they were also given "beauty cards" containing QR codes that allowed them to access digital content on their smartphones, providing hints about beauty.
■ Design and engineering department
Miya Yamade
Community Designer
Associate Professor, College of Policy Science, Ritsumeikan University
CEO of ZERO GRAVITY DESIGN
Specializes in architectural planning, urban planning, town development, and community design.
Graduate School of Engineering, Osaka University, Department of Global Architecture, Doctor of Engineering
Born in Okayama Prefecture
<Comment from Mr. Yamaide>
What does it mean to be "beautiful"?
As everyone lives their life striving for beauty, has society really matured to embrace this diversity?
In today's world, where we are so busy that we can barely stop and take a look at ourselves, we offer the time and space to pursue true beauty. We hope that facing and knowing your inner self will be a step towards "true beauty."