Rebranding a Historic Ryokan Since the Meiji Era

A New Chapter for a Long-Established Ryokan

Hanamurasaki, a renowned ryokan (traditional Japanese inn) in Yamanaka Onsen, Ishikawa, underwent a rebranding to continue its legacy as a "Cultural Salon that Evolves with Tradition."

Issue

To ensure consistency between the ryokan’s existing atmosphere and newly developed brand elements, the project needed to align all visual and communicative aspects. Rather than focusing solely on Hanamurasaki, the initiative redefined the ryokan’s role within Yamanaka Onsen, shaping a shared vision for the region’s future.

Creation

SANSHISUIMEI

A new website, promotional video, and brochure were produced, alongside an art event designed to embody Hanamurasaki’s evolving cultural identity. The branding approach balanced "innovation and tradition," "intentional space," and "wabi-sabi aesthetics" while maintaining harmony with the ryokan’s existing design and logo.

The project’s website received an Honorable Mention from Awwwards in recognition of its design excellence.

Art Event

Art Event: Fragrance, Memory, and a Possible Future

In the summer of 2022, an art event was held in Hanamurasaki’s newly opened library space. The interactive installation, inspired by Konel’s BWTC project, explored the connection between scent and memory.

Guests experienced an incense fragrance created by Hanamurasaki, while their brainwaves were recorded as they recalled memories triggered by the scent. These brainwaves were then digitally processed into "Neural Paintings," available for purchase at one yen per second of recorded activity.

This initiative blended tradition with technology, reinforcing Hanamurasaki’s vision as a modern cultural hub rooted in heritage.