Japan – 72 Seasons is a digital calendar based on how the passing of time was traditionally depicted in ancient Japan.
The modern Japanese calendar comprises spring, summer, autumn and winter, but its ancient counterpart features 72 seasons that denote specific happenings in nature, including the migration of birds, the blooming of flowers and the thawing of ice on lakes.
In today’s urbanised, always-on society, these changes often go unnoticed. Designed by the Utsukushii Kurashikata Institute, 72 Seasons provides a practical way for people to reconnect with nature and features extra content based on ancient Japanese wisdom, such as haiku poems and seasonal recipes.
‘The project proposes a beautiful lifestyle by focusing on how people in Japan have been living their daily lives since time immemorial and how this knowledge has been incorporated into modern life,’ the studio said in a statement.
Young, digital-first consumers are conscious about the environment and attracted to projects that contribute towards a better world, such as the slow food movement. Brands are increasingly adopting a Whole-system Thinking approach and considering their place in the wider natural world.