Although a staple of summer evening fun, fireworks have become bastardized both in the way they’re packaged, sold and consumed. At least according to creative director Yu Yamada, who wants to change the way we interact with those fire flowers.
In Japan, fireworks are typically sold in bundles. The pre-packaged sets feature horrendous typography, noisy and obnoxious illustrations and a seizure-inducing color-scheme. But Yamada is trying to change all that with “fireworks,” a minimal brand of fireworks that emphasizes experience. “We believe that if fireworks are sold individually instead, the process of choosing and buying them will make the experience much more enjoyable,” says Yamada. In other words, by letting people select and curate their own light show you can create a more memorable, meaningful experience instead of bombastic, immediate gratification.
But these artful fireworks can be hard to come by. They plan on selling them online soon but in the meantime check their facebook page, which posts pop-up shops and small festivals where they will be participating.