Brand Collaboration · Case Study
Shu Uemura X Hiro Ando
Beauty × Japanese Neo-Pop · 2024
Shu Shu Tiger — Tokyo Style 2.0. An end-to-end creative partnership transforming an original artistic universe into a limited-edition beauty collection and an international brand experience.
Shu Uemura X Hiro Ando, 2024. © Studio Crazynoodles.
01 / Overview
Where contemporary Japanese art meets beauty
In 2024, Japanese Neo-Pop artist Hiro Ando collaborated with shu uemura on Shu Shu Tiger — Tokyo Style 2.0, a limited-edition collection inspired by Tokyo’s streets, subcultures and distinctive visual energy.
The collaboration combined original character creation, product packaging and campaign imagery with the world of beauty. Hiro Ando participated throughout the creative process, from the earliest concepts and character development to packaging design and the wider visual direction of the project.
Rather than applying an existing artwork to a product, the collaboration developed a coherent visual identity across multiple brand touchpoints.
02 / Artistic concept
The world of Shu Shu Tiger
At the centre of the project were four original Shu Shu Tiger interpretations inspired by Shibuya, Omotesando, Asakusa and Akihabara. The characters bring together traditional Japanese dress and contemporary streetwear
Vibrant greens and yellows, stylised clouds, floral motifs and dynamic patterns connect the characters to Hiro Ando’s Japanese Neo-Pop language. The result is a visual universe recognisable across different products, formats and physical environments.
Campaign imagery integrating Hiro Ando’s Shu Shu Tiger character
03 / Product design
From original character to beauty collection
The artistic identity was developed across a limited-edition range encompassing eight cosmetic product categories, including two six-shade eye palettes, three lip formats, highlighters, metallic eyeliners, cleansing oil and loose powder.
The tiger-shaped eye palettes translated the character itself into a functional object. Other products incorporated original illustrations, character imagery and decorative motifs, creating visual continuity without relying on a single repeated graphic.
Limited-edition cosmetics and packaging.
Campaign packaging and branded accessories.
04 / Campaign and brand activation
One universe, multiple brand experiences
The collection launched in Japan on 8 May 2024, following advance releases beginning on 24 April through shu uemura’s official channels and the brand’s Omotesando flagship store.
The Tokyo Makeup Box flagship featured dedicated visual merchandising and character displays. Promotional accessories included collectible pins, mirrors, shopping bags and water bottles, extending Shu Shu Tiger into tangible, collectible objects.
In Shanghai, the Shu Shu Tiger Pop-up Event 2024 brought the collaboration into an immersive environment featuring four interactive installations at Xuhui Riverside. The event was produced by specialist activation partners, demonstrating the adaptability of the artistic universe to spatial brand experiences.
Brand’s Omotesando flagship store
SHUSHU TIGER POP UP EVENT 2024
Shu Uemura teams up with artist Hiro Ando to launch a spring/summer limited edition - the Art Collection Series #Shu Shu Tiger 疯狂老虎城#.
With vibrant clash of pop art and colors through four interactive installations, it offers a wild visual feast and an ultimate color adventure, the best Labour Day experience at Xuhui Riverside.
05 / Creative contribution
An end-to-end artistic partnership
Hiro Ando’s contribution extended beyond licensing a pre-existing image. The artist participated in developing the creative world of the collaboration — from characters and graphic motifs to packaging applications and campaign expression — in coordination with shu uemura and the project’s specialist creative and production partners.
The project shows how an original contemporary-art language can evolve into a distinctive identity for consumer products, storytelling and physical brand experiences.
06 / External coverage
Selected press and project references
The collaboration was reported by Japanese beauty and fashion publications and documented through official brand communications and specialist event portfolios.
Brand partnerships / Art collaborations
Bring an original artistic universe into your next collaboration
For brand partnerships, creative collaborations, product projects and special commissions involving Hiro Ando, contact the studio.