Design for a Pop-Up Promoting the Prefecture of Nagano in Milan

Nagano Prefecture, located in Japan, holds an array of local produce and exquisite crafts, many of which are unfortunately fading as the elder generation diminishes. Tenoha aims to showcase the region's beauty in Milan through a small pop-up. The central concept of my project revolves around the act of Discovery and the Power of Many. With a simple gesture, visitors can unveil the hidden tales of Nagano by flipping a leaf, as they would when turning the page of a story. The array of leaves represents the hidden beauty and rich diversity of the Japanese region, showcasing the incredible talents of numerous artisans and farmers.

The Concept

The main idea is that of Discovery and to tap into people's curiosity. There are a number of different stories to be told about Nagano, the concept revolves around allowing visitors to discover them on their own by lifting the leaf of the prefecture's symbolic tree, the Shirakaba Leaf.
Line drawing of a hand holding an open book 
Turn the page to keep reading a story, flip over a Shirakaba leaf and uncover hidden gems of Nagano.
Line drawing of a hand tearing a piece of paper.

Stories from Nagano

A collage of five images depicting nature and traditional craftsmanship: a forested mountain landscape, hands carving wood, hands weaving colorful threads, a person harvesting grapes, and someone forging metal with a hammer.
a drawing of a paper leaf lifted revealing an image below

Turning a Page, Lifting a Leaf

Pop-up Design

Interior of a store with a wall decorated with layered leaf-shaped display panels, some containing text in Japanese and Italian, near a large glass entrance door with people walking outside.
A detailed line drawing of a modern interior space with walls decorated with abstract maps or shapes, a small bar area, and a person in front of a tree near the entrance.

The small pop-up greets visitors with a wishing tree where messages can be hung in the shape of a Birch leaf. Within, the space allows for a wall of leaf-stories on the right and two display tables where products, directly from Nagano, can be viewed and tried. The shape at the back is the outline of the region showing a beautiful view from above.

a drawing of many leaves on the wall
A green leafy plant with handwritten notes attached to it, tied with a green string, in front of a glass window with a metal frame.
Interior of a modern shop with a wall decorated with green and grey leaves-shaped plaques displaying Japanese names and information, a table with brochures and snacks, large windows letting in natural light, and a view of parked cars outside.
a japanese paper leaf with information
a paper leaf lifted revealing images below
Exhibition display about Nagano Prefecture with leaf-shaped plaques featuring information in various languages, set in a room with gray walls and ceiling lights.
Display table with promotional materials about Nagano Prefecture, Japan, including a large map cutout, brochures, books, and decorative items, set against a wall with informational panels.
A woman and a man are at a booth with various products on a table, including pamphlets, snacks, and books. The woman is speaking to the man who is facing her. The background has a mural of leaves and a sign with Japanese characters.

If you’d like to know more about wonderful Nagano…

Click on the images below to discover artisans and products from this thriving region
Map of Nagano Prefecture in Japan, with Japanese characters and a description about Nagano's natural beauty and cultural heritage.
A collage of six images including a person holding a bolillo bread roll, a row of blooming pink cherry blossom trees, a chef standing outside a restaurant, a bee on yellow flowers, white rice in a bowl, and close-up of pink flower blossoms.
Title screen with misty mountain forest background and text 'Stories of Nagano, The Heart of Japan'