#Italy #Milan #Ash Concept #D-LAB #HATENALABO

Discovering HATENALABO: A Collaborative Exhibition in Milan

In a significant event for innovation and design, HATENALABO, a brand collaboratively established by Japan Tobacco Inc. (JT) and Ash Concept, will debut its first exhibition, "What's HATENA?" during the Milan Design Week 2026. Scheduled from April 21 to April 26, 2026, this event will take place in the vibrant Brera district of Milan, an area renowned for its creative atmosphere and artistic energy.

The exhibition coincides with the globally recognized Fuorisalone, a citywide design showcase that transforms Milan into a habitat of artistic expression and innovation. Within this dynamic setting, HATENALABO will present its range of unique products designed to evoke curiosity and joy, reflecting the brand’s ethos of fostering “richness of heart” through design.

Founded in collaboration with the D-LAB of JT, HATENALABO embodies a mission to explore the intersection of everyday experiences and profound insights. Since its establishment in 2022, the brand has engaged in extensive research to uncover the potential of small moments of wonder in daily life. These discoveries are often packaged as experimental devices, inviting customers to participate in a journey towards understanding the depth of their experiences through thoughtful design. By sharing their insights post-purchase, customers play an essential role in the ongoing exploration of what it means to lead a life enriched with creativity and curiosity.

One highlight of the exhibition will be the display of all experimental devices previously launched, allowing attendees to interact firsthand with these innovative products. Among them, the eagerly anticipated release of the product "Punini" designed by Hiroki Nakayama, which made its debut at last year’s SaloneSatellite, will be visible for the first time as part of the HATENALABO collection.

HATENALABO embraces the philosophy that value can emerge from seemingly trivial inquiries, and encourages individuals to ponder the small questions that lead to personal insights. By exploring what might initially seem irrelevant or trivial, attendees can cultivate a fresh perspective on life. The brand nurtures moments where the unexpected takes precedence, promoting a lifestyle rich in artistic discovery and thoughtful reflection.

As visitors engage with installations such as "Cotton Clay," which invites them to experience sensory interactions reminiscent of nature, or "Chimi," which challenges participants to ponder their understanding of identity, they may discover new dimensions of creativity and thoughtfulness. Moreover, products like "Qune" and "Ticking Bug" facilitate deeper contemplation through playful design, urging them to explore the boundaries of imagination.

The exhibition is not merely a showcase but also a shopping experience, where guests can purchase HATENALABO products and other pieces from the internationally celebrated brand +d. Not only does this provide a chance to take a piece of innovation home, but it also fosters an environment where thoughtful gifts and thoughtful encounters coalesce.

Mark your calendars for April 21-26, 2026, and join us at Corso Garibaldi, 73, Milan, to explore the innovative spirit of HATENALABO. Entry is free, and we invite all to indulge in the rich experiences awaiting them. Whether you are a design aficionado, an explorer of creativity, or simply curious about the intersection of art and daily life, this exhibition promises to ignite your imagination and enrich your journey.

HATENALABO believes in the power of the little “?” in everyday life. As we navigate the complexity of modern existence, these small wonders can lead us to new interactions and insights, ultimately reshaping our understanding of richness and value in our lives. Join us in this exciting exploration and let the journey begin at Milan Design Week!