Chance redesigning Japanese local foods and kimonos! -Roooots project-

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Chance redesigning Japanese local foods and kimonos!

 Specialties Reborn Through Roooots: Winners accepting many prizes, including (from left) Kenichi Matsumoto, 

(from left) Kenichi Matsumoto, 《Nou no Mai》 2010 D&AD award winner; Masaru Kuroyanagi, 《Tenjin Bayashi》 2010 Pentawards winner.

The “2012 Roooots Specialty Redesign Project” is a competition that will be held as a kind of regional “rebirth.” It will incorporate a variety of artistic ideas used in the redesign of 11 different specialty products from the Niigata Prefecture/Echigo-tsumari area, including foods, sweets, sake, kimonos, and other goods. Designs will be judged, and products based on the winning designs will go on sale as original regional brands at the “Echigo-Tsumari Art Triennale 2012.” The festival, held in July 2012, will be one of the world’s largest arts festivals.

It’s October 12th, 2011, and the call has gone out for redesign entries (entries to be displayed on this web site).

What is Roooots?

The “Roooots Specialty Redesign Project” is a cooperative effort that not only shines a spotlight on regional specialty products and the creative ingenuity of young people, but also helps to promote sustainable regional development. Roooots was formed in 2009 as a result of efforts to revitalize the region through art, along with the “Earth Arts Festival” in Niigata Prefecture’s Echigo-tsumari. As a followup, Roooots worked together with the “2010 International Arts Festival in Seto.” 27 new Roooots brands were born as a result.

Project Steps

Get to know the region's skills, ways of working and history through its specialty products.

designs submitted through awrd.com.

Leading designs which have international appeal will be selected.

The winning creator will work together with a local maker to develop the product.

Outline for Applications

Application Time Frame

Wednesday, October 12, 2011 – Monday, January 23rd, 2012

Benefits of Being Selected

● The selected design will be sold as an original regional brand starting on July 29th, 2012 at the “Triennial Echigo-tsumari Earth Arts Festival,” as well as a variety of other locations, including Echigo-tsumari souvenir shops, and will forever be available at the “Noubutai” museum shop.

● After the selected design becomes an actual product, it and the winning candidate will be introduced via a variety of media, including the art festival’s official guide book (publishing planned by an arts publisher), the official web site of the Echigo-tsumari Earth Arts Festival, and awrd.com.


Winners that have their designs selected may look forward to the following prizes.
1. Two passes to the “2012 Triennial Echigo-tsumari Earth Arts Festival.”
2. A number of redesigned goods based on that winner’s design entry.
3. Echigo-tsumari Specialty Set*
* Items 2 and 3 to be delivered between the end of September and beginning of October 2012.


Anyone is able to participate.
* Submissions to awrd.com require registration with the site. Registration is completely free of charge. >>here

About the Judging

Judging Standards

1. Designs will be chosen based on whether they contain elements that demonstrate the charm of the Echigo-tsumari region, the quality of its specialties, and whether it will be an excellent representation of this region’s specialty products.
2. Concept designs that will be appealing to guests attending the Triennial Echigo-tsumari Earth Arts Festival.
3. Design whose resulting products can be sold successfully – not just within the region, but in a variety of places all over the globe.


Taku Sato

Fram Kitagawa

Chiaki Hayashi

Roooots Archives


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