B.A x Makoto Azuma: A creative experience web content, "CREATIVITY IN YOU," that transforms the beauty of a loved one into a bouquet.
POLA, in collaboration with the B.A brand, which aims to create a society filled with infinite possibilities, and Makoto Azuma, a world-renowned floral artist who has been responsible for B.A's artwork since 2015, launched "CREATIVITY IN YOU" on November 8th. This initiative, centered on "creativity" and "connection," has been met with great acclaim.
This project posits that "creativity" is a vital element for expanding one's potential, delivering the message that "human potential knows no bounds through creativity."
The initiative features a short film using Azuma's signature X-ray flowers, symbolizing B.A's artwork, which explores the essence of beauty that lies beyond the visible and the creativity applied to its exploration. It also includes an interactive web content where users can unleash their own latent creativity to craft and gift a bouquet, thinking of a loved one.
"CREATIVITY IN YOU" Overview
■ Short Film
URL:https://youtu.be/mROJJbPbniE
This story depicts the expansion of possibilities through a virtual flower shop, using X-ray flowers that reveal the unseen beauty within individuals, embodying the concept of giving form to their inherent potential.
■ Creative Bouquet-Making Web Content
URL:https://pola-ba-creativityinyou.jp/
To experience the message of the short film, users can select flowers while imagining the recipient, focusing on the hidden beauty within them that they may not even be aware of. By arranging and layering these chosen flowers with their own creative freedom, they can craft a one-of-a-kind floral art piece.
Furthermore, by gifting the created bouquet along with a personal message, the recipient can discover a new aspect of themselves, fostering a connection that expands their potential. We encourage you to enjoy sharing your unique, handcrafted bouquets, created with love and creativity, on LINE, Twitter, Instagram, and Facebook.
B.A Artwork
We aim to broaden sensibilities by contemplating not just the visible plant, but the hidden potential and life within it, employing X-ray technology to capture the essence of life's beauty. The process reveals intricate details like veins absorbing water, buds holding new growth, and fruits nurturing the next generation. We have captured moments of peak vitality and the instant of new beginnings, following the life cycle from flourishing to decay and the subsequent sprouting of new life through time-lapse photography.
This work expresses an expansion of possibilities beyond the limits of perception, inviting contemplation of the essence and power of life's unseen beauty.
Makoto Azuma
Profile: Born in 1976, Makoto Azuma is a floral artist and the head of Azuma Makoto Kaju Kenkyujo (AMKK). He operates a haute couture flower shop in Minami-Aoyama, Tokyo. Since 2005, he has been actively engaged in exhibitions both domestically and internationally, including in New York, Paris, and Germany. His work elevates the value of plants by transforming their inherent mystical forms into aesthetic expressions.
When creating the artwork for B.A's sixth generation, a key theme was exploring the essence of beauty that lies beyond the visible and applying creativity to that exploration. Through this interactive X-ray flower content, we hope to stimulate the creativity of many people and help them expand their own undiscovered potential. We also hope you enjoy this entirely new way of gifting flowers.
POLA Inc. Brand Creative Department
Tel. 03-3494-7119
https://www.pola.co.jp/support/