Shu Uemura

Decoding Shu Uemura Art of Hair through a series of 300+ digital art pieces. A digital invitation to discover the brand’s edginess and getting creative by coding your own art pieces.

With SOS in Bel Air, an avant-garde creative duo based in Tokyo, we developed a framework structured around the ability to explore both state-of-the-art coding and the brand’s own and distinctive signature: cutting-edge products with unique textures. The result: a fusion of virtual endeavors integrated with physical textures, created with human hands and by human brains. Properties of the creams and product textures were transformed into lines of codes, allowing us to then create through variables unlimited patterns around 6 main themes illustrating 6 main product lines.