Assignment for theAccount Planning School of the Web

Jonathan Nausnerjonathan@thenausner.com

U NWRAPP ING J A PAN

http://www.flickr.com/photos/forresto/3678230/sizes/o/

http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/http://www.secretblogprofit.com/wp-content/uploads/2007/10/japan.jpg

Supposedly no nation uses as muchpackaging material as Japan does.

http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/

Why is that?I. Cleanliness Hygiene is mandatory. Sealed products have not been touched by other people. Or at least create the illusion.2. Politeness There is an aspect connected to traditional gift giving. It is considered impolite to just hand the customer the purchase without packaging and presentation.3. Tsutsumi bunka The more sophisticated the packaging the better the inside. Or that‘s wha they told me.

There is no argueingagainst cleanliness and

politeness as theyare vital values of the

Japanese. Insteadfocus on them.

きれいkirei, pretty, beautiful; clean; pure; orderly.

This is what we call the store or the concept:

Clean is beautiful in Japan.Clean is a place that is clean, not like a thrift store

where thousand hands grab some packaging before I buy it.Clean is like my tatami room at home.

http://en.wikipedia.org/wiki/Image:Japanese_house_slippers.jpg

We make clear at the entrance that is not the usual store.As in a private home our guests

will take off their shoes and use the slippers provided.

Our store reflects traditional Japanand Zen influence: less is more.

Much wood, natural materials and no music.

We focus on a reduced product range.We reduce packaging to a minimum.

And prefer products who wrap responsibly.

Our clerks wear white gloves so that they do not directly touch the food of our guests.

We use reusable and sealable paper boxes to collect the products they want to purchase.

When guests bring their boxes we fill them again.

Our guests can look and smell, but not pick the products themselves. We gladly assist.

As our guests leavewe wrap their

smaller purchasesin the furoshiki, the traditional

wrapping cloth.

By handwrappingwe show that

we value them.

We carry a large sortiment of

durable furoshiki.

From plain linen to traditional prints,

anime prints, personalized prints to

colorful harajuku designs.

http://www.env.go.jp/en/focus/060403.html

http://www.flickr.com/photos/vgm8383/2381791019/sizes/l/

We replace the subjectively felt service of packagingthrough real service by human beings.

We believe this weighs more.

This is just a shop concept, but it is the beginning.