Featured in Design Note. The Musubism Package by Designer Sugi-san

The packaging design for Musubism was created by Japanese designer Sugi-san (@sigeyuki_sugi), who recently featured the MUSUBISM package as a selected work in the professional design magazine Design Note.

We first met Sugi through the Tokyo Chamber of Commerce. From the beginning, our question was simple.
How can we communicate the true appeal of furoshiki.

Through many conversations, we came to feel that the essence of furoshiki lies not only in wrapping, but also in the act of unwrapping and untying. We wondered if it was possible for customers to experience that feeling before even touching the product itself. That idea became the starting point of the package design.

The finished package invites the user to untie and open it. Through this single motion, the experience of using a furoshiki is gently simulated. The act of unwrapping, even for a brief moment, naturally builds anticipation for what is inside.

The design did not come together in one attempt. We created and revised many samples, adjusting proportions and appearance again and again. The current form is the result of that steady process.

We are deeply grateful that Sugi translated our request so faithfully into a tangible design, and that this work was introduced in the magazine.

Design Note is a professional publication by Seibundo Shinkosha, created for aspiring art directors and designers. It presents the thinking, workflow, and creative process of leading creators through sections titled Interview, Works, and Making.

The magazine is priced at 2,200 yen including tax, and was released on February 14, 2026.

At Musubism, we aim to deliver more than a furoshiki itself. We care about the time before use, the moment it is first held, and the gestures of tying and untying. This feature marks an important milestone in sharing that perspective. We will continue to value the process behind each form as we move forward in our work.