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Founded in 1582, INDEN-YA continues to create Inden, a 400-year-old form of traditional leatherwork.
While Inden has been popular among a select few who were interested in traditional Japanese culture, it has garnered very little attention from the general public.
Our mission was to communicate Inden’s allure and the historical nature of the brand, and to improve awareness of the INDEN-YA brand through renewal of the brand’s site.
Our primary aim was to attract people in their 20s through 40s, who comprise the primary users of the Internet, and the younger generation that prefers minimalistic designs.
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Inden’s allure lies in its nature-inspired designs that have been transmitted down the ages.
The appreciation for nature comprises a special part of the Japanese sense of aesthetics.
In the opening, we aim to stir the viewer’s subconscious through animated patterns of dragonflies, cherry blossoms, and ocean waves.
Page transitions are expressed through the act of bowing through “noren,” which symbolizes traditional Japanese merchants.
Featuring sensual music, large photos and video, and graceful movements, we brought a unique world to life―the tranquil atmosphere of a mountain village, the sincerity of the craftspeople, and the textures of Inden. |
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Since the site was renewed, INDEN-YA has been favorably featured in many design showcases, blogs, magazines, and other media. This has in turn contributed to more site visitors, better brand image and awareness, and increased customer draw to its retail outlet. There are 84 countries in the world or accesses, and 30% of the site visitor has come from the blog and design portal, etc.
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We are preparing the flash version and the html version.
1.Flash version
2.html version |
Japan and foreign countries (the name “INDEN” comes from “India”); deerskin and lacquer; decorative art and practicality; tradition and innovation (development of new designs and some attempt) .... These elements will be brought together on the top page, where a loop of motions and sounds are synchronized to emotionally portray the unique and unparalleled nature of inden.
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TONBO
Tonbo is the Japanese word for dragonfly. Samurais appreciated how they fly straight and preferred to use this motif for armor and ornaments. |
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KOZAKURA
Throughout the ages, the word “hana (flower)” referred to sakura (cherry blossoms). Their ephemeral nature paralleled that of bushido (the way of the samurai) and this motif was frequently used on armor and helmets. |
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SEIGAIHA
This refers to the infinite expanse of the vast ocean. It was used as an auspicious motif to invite good fortune. |
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A symbolic layout of a noren (store curtain) exemplifying the long history of the establishment.
Top page for “history,” “craftsmanship,” “patterns” and “material” ― the 4 elements that make up inden’s appeal.
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These pages introduce the history of inden from their roots in the Nara period (710-794) to the present day (5 pages in total).
“I expose and show the inden purse I hang from my waist.”
Inden appears in a novel published in 1802 and is also shown in illustrations.
Inden has been a part of people’s lives throughout the centuries.
* All products shown here are exhibited at the museum annex.
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This area introduces photos and videos of INDEN-YA’s 3 techniques.
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Applying lacquer
This technique of making patterns on deerskin with lacquer is a typical inden technique. It is said that Yushichi Uehara, INDEN-YA’s patriarch, developed this technique. |
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Smoking
This technique, which originates in the Nara period (710-794) involves smoking deerskin with straw smoke to dye patterns. This dying technique is said to be one of the roots of inden. |
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Calico
This is a multi-color dying technique where each color is dyed using a different pattern. The technique derives from leather products that were ornamented with calico patterns imported from India during the Edo period. |
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Here we introduce visitors to traditional ornamental patterns developed through the aesthetic sensibilities of the Japanese people who were sensitive to the beauty of nature.
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Here we introduce visitors to “deerskin” which has been a part of Japanese culture since ancient times, and “lacquer” which is often referred to as “japan” in the west.
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Here we introduce visitors to a partial line-up of traditional and creative pattern products.
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This is a slowly scrolling display of some of the important classical artworks exhibited at the museum to convey a sense of ever-lasting history.
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