A Beautiful Collaboration: Memorif. and Waterfront Unveil Artful Umbrellas

In a captivating blend of art and function, Waterfront, a renowned umbrella brand based in Shibuya, Tokyo, has announced a collaboration with the flower art brand Memorif. The joint visual launch will take place simultaneously on both brands' Instagram accounts starting June 17. The umbrellas created from semi-transparent vinyl material, adorned with memorable floral art from Memorif., have already received widespread acclaim across all demographics. Moreover, new products featuring automatic open-close functionality along with fresh designs are anticipated to hit the market in February 2025.

In recent years, the impact of climate change has introduced unexpected heavy rains and rapid weather fluctuations, changing our daily lives significantly. As a response, people's expectations for umbrellas have evolved beyond mere rain protection, now encompassing functionality that enhances everyday life and designs that reflect personal expression. The collaboration with Memorif. aims to meet these heightened demands by combining aesthetic appeal with robust wind resistance and automatic opening features.

Waterfront aims to provide a comfortable experience with their high-performance umbrellas, while the artistic expression of Memorif. promises to enrich the soul, turning rainy days into occasions for joy.

The collaborative visuals will be published over a consecutive seven-day period starting June 17, showcasing the artistic vision behind Memorif.

About Memorif.

Memorif. is an art brand founded by Chihiro Terakado, who specializes in floral design with the mission of integrating art into daily life through flowers. Motivated by her experiences, Terakado creates a unique dialogue between plants and memory, leading her to innovate with X-ray photography of flowers to highlight their intrinsic beauty. The brand’s designs emphasize delicate lines and transparency, boldly colored to capture the unseen beauty of flora.

New Product Highlights

- Memorif. Automatic Open-Close Umbrella 55cm: This light-weight umbrella offers a convenient one-touch automatic opening and closing mechanism, gaining popularity for its user-friendly functionality. This new design will be launched in February 2025 and is especially favored by male customers. Price: 4,290 yen (tax included). For more info, visit: Waterfront EC

- Memorif. Neo Mini Umbrella 51cm: This compact umbrella captures the striking beauty of flowers in a portable design, capable of withstanding winds up to 15m/s—making it ideal for the rainy season. Price: 3,630 yen (tax included). Check it out here: Waterfront EC

- Memorif. Petal Structure Umbrella 55cm: Inspired by flower structures, this innovative umbrella features a unique design that enhances durability against strong winds, ensuring longevity. Price: 3,630 yen (tax included). More details here: Waterfront EC

Chihiro Terakado: The Visionary Behind Memorif.

Chihiro Terakado, having graduated with a degree in floral design, has dedicated her career to art direction and decorative floral installations across events and exhibitions. Her endeavor to communicate the beauty of plants led her to combine botanical photography with various art forms, launching Memorif. in 2020 and expanding her horizons into event decoration and art making.

About Waterfront

Founded in 1986, Waterfront has sold over 200 million umbrellas and caters to a diverse range of customers, from all age groups to various lifestyles. The brand is committed to high functionality while maintaining affordable prices. One of its standout products, the ultra-portable