“iichiko” is a long-selling product manufactured by the Sanwa Shurui Co., Ltd, a brewing company in Usa City, Oita Prefecture. The art director, KAWAKITA HIDEYA has produced all promotional materials for iichiko from posters of the bottle surrounded by serene backdrop to magazine advertisements and TV commercials. Sales of this product have steadily increased since it was first marketed in 1979 owing to Kawakita’s power of creativity,which has also aided in establishing iichiko as well-known brand throughout Japan. This exhibition presents a comprehensive look at the essence of iichiko design and its consistent philosophy while allowing viewers the chance to delve into the thoughts behind KAWAKITA’s designs.