Hotel Japan employs simple design system for its print communication. All of the materials, such as shop card, brochure and ribbon, are printed at the back of designed wrapping papers. Following this system, the latest catalog was designed utilizing the back of the wrapping papers.

The product images were shot in a highly creative style and printed at the back of the wrapping papers. The catalog cannot be seen without cutting out the pages and this reinforce the rarity of the product curated at Hotel Japan, which ultimately enriches the value of the shop — a “special gift shop”.