The Signature Pavilion “Dialogue Theater – sign of life -” ( by Theme Producer KAWASE Naomi) unveiled its attendant staff uniforms and original make-up on 27 February 2025.
The uniforms were planned and designed by the fashion brand minä perhonen. The original make-up was designed by hair and makeup artists from the Shiseido Beauty Creation Center, who will also provide hair and makeup guidance to the attendant staff.
“Dialogue Theater – sign of life –” is an experimental pavilion that attempts to reveal and resolve the divisions that exist in many parts of the world through dialogue. Based on the idea that dialogue can only take place in a warm atmosphere where people recognise each other’s differences, bandanas and face accessories will enable the attendant staff to change their outfits according to their moods on any given day. By utilising the power of fashion and makeup, a warm atmosphere that respects diversity welcomes visitors to the pavilion.
[Comment from Theme Producer KAWASE Naomi]
This is a collaboration was made possible with minä perhonen and Shiseido, two leading Japanese fashion and makeup companies.. In the production process, we deeply shared the philosophy of the pavilion and also engaged in various dialogues during the production process. As a result, uniforms and makeup that embody Dialogue Theater’s philosophy were born. We hope that by meeting our attendant staff wearing these, visitor will feel the value and possibilities of dialogue even more deeply. We look forward to welcoming everyone.
Uniforms by minä perhonen
Concept and Features
The balloon motif of the Dialogue Theater logo is used throughout to express the warm and joyful atmosphere of the Dialogue Theater, where diverse dialogues are exchanged.
Jacket opening
The designer were particular about the overlap of the opening on the front of the jacket. Generally, the buttons on shirts are on the right for women and on the left for men, but we have adopted a design in which the right and left fabrics overlap each other as if they are in dialogue. We wanted to convey the message that we should think about diversity and dispel gender conventions.
Bandanas that can be worn in various ways.
The bandanas are designed to be worn in a variety of ways depending on the personality of the attendant staff and their mood of the day, allowing them to add their own personal twist to their outfits.
List of items
Jacket, Raincoat, T-shirt, Cross-body pouch, Bandana, Socks
Comment from MINAGAWA Akira, Designer of minä perhonen
KAWASE said, “There will be a new dialogue that is happening for the first time in human history every day of the 184 days of the Expo.” I thought that was a very interesting and difficult theme. I think ‘interesting and difficult’ is what we need now. Dialogue between people can often end up being more self-assertion and discursive than you might think. I think this may be highlighted, and over the course of the 184 days, each other’s attitudes and thoughts may change as they realise things through the dialogue. I love KANEKO Misuzu’s poem collection “Everyone is different, everyone is good”. I think it would be wonderful if this pavilion could create that kind of momentum. The theme is a simple balloon mark flying in the theme colour yellow. Dialogue seems very easy but in fact it is very difficult. Dialogue is very difficult, but it is very enjoyable. Everyone has a different way of perceiving things and everyone is good. We designed the uniform to make this pavilion a fun place.
©︎Shoji Onuma
Uniform planning and design: minä perhonen
mina perhonen was founded in 1995 by designer MINAGAWA Akira. With textiles based on original designs, the company’s activities are not restricted to fashion but also include furniture, interior and spatial design. The brand’s designs are inspired by natural scenes and society and are characterised by textiles produced in collaboration with fabric production areas throughout Japan. The brand also collaborates with and provides designs to various manufacturers and designers both in Japan and overseas. In 2024, the brand held exhibitions at the National Museum of Sweden and Dongdaemun Design Plaza (DDP) in Seoul, South Korea, and will celebrate its 30th anniversary in 2025.
“Dialogue Beauty” Original makeup by Shiseido
Concept and Features
We set the concept of Dialogue Beauty because we believe that the power of beauty is very important in connecting and communicating with society through dialogue.
Hair and makeup training for each staff member
We aim to respect the individuality of each person, without being restricted by age or gender. Hair and makeup training for attendants will be provided by Shiseido hair and makeup artists.
Facial accessories
Facial accessories in the form of a balloon motif, which is also in the uniform design, will be provided. They can be worn by all ages and genders and can be changed according to their mood of the day.
Comments from the makeup designers
The hair and makeup looks were developed by Shiseido’s Beauty Creation Centre, which continues to pursue new forms of beauty, in the hope that in this age of advanced technology, we can return to our founding spirit of “all living things” and use the power of beauty to achieve progress, starting with people, then nature and society. The attendants will play a major role in welcoming visitors from all over the world to the pavilion for the 184 days of the Expo. We hope that Dialogue Beauty will encourage dialogue and that the daily hair and makeup sessions will inspire the attendants to “do their best today!”
KERA Hirofumi
Original makeup supervisor.
Shiseido Chief Hair&Makeup Director
Part of the Shiseido Beauty Creation Center He has served as chief of hair and makeup of many fashion house collections in Paris and Tokyo, and held the first exhibition by a hair and makeup artist at a public museum in Japan in 2019.
ABO Madoka
Original makeup creator.
Shiseido Hair & Makeup ArtistPart of the Shiseido Beauty Creation Cenrer. She works in a wide range of fields, including hair and makeup for advertisements including for the brand Maquillage, product development and Tokyo Fashion Week.
Shiseido Beautiful Creation Center (Official Web Site: https://hma.shiseido.com/en/)
Dialogue Theater -sign of life- and Shiseido’s Co-Creation Project
Respect for diversity is essential to realising Dialogue Theater’s goal of dissolving divisions through dialogue. This philosophy resonates with Shiseido’s aim to realise a sustainable society in which people can experience happiness through the power of beauty, so the co-creation project between Dialogue Theater and Shiseido was born.
Starting with “Dialogue Beauty,” we are co-creating a brand that combines Shiseido’s sensibility research and Producer Kawase’s worldview. Please look forward to our future efforts.
Enquiries about the Article:
Dialogue Theater – sign of life – Signature Pavilion produced by KAWASE Naomi PR Office (Fujinami, Irie, Takahashi)Email:
expo2025-dialogue.theater@hakuhodo.co.jp
Enquiries about the Expo
Global Communication Department, Japan Association for the 2025 World Exposition
Email: globalpr@expo2025.or.jp