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Sento no Susume (A Guide to Public Baths) is an initiative to revive Japan's fading tradition of communal bathing by inviting the younger generation to discover the joys of the bathhouse. With support from Tokyo's Public Bath Association, Cow Brand Soap and BEAMS JAPAN collaborated with 550 bathhouses across Tokyo in uniquely branded activations to reach a new audience and drive repeat visits.
BEAMS co., Ltd.
Tomoyuki Shimada, Creative Director, balance-inc Misturu Koga, Art Director, balance-inc. Takahiro Shibata, Editor, KITCHI Tatsunori Kinoshita, Director, Bookmark Japan Co. Ltd.
Rina Yamano, Graphic Designer, balance-inc.
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