Zodiac Animals at the Chester Beatty

We enjoyed working with the Chester Beatty museum on their new exhibition, Zodiac Netsuke: Animals of the Japanese Zodiac in Miniature. This exhibition celebrates the Japanese Art of Netsuke and the New Year.

So, what is a Netsuke?

Netsuke (pronounced net-skeh) are tiny sculptures carved from wood, ivory and metal. In the Japan of the Edo Period (1615–1868), Japanese Men did not have pockets in their Kosode (Kosode means ‘small sleeves’ – these were small sleeved Kimonos). Instead they had special belts to hold their things. They used little pouches (sagemono) and boxes (inrō) to carry things like money and tobacco. They used tiny carved figures called netsuke to keep the pouches from falling off. The netsuke were like buttons that held the pouches on the belts.

A window into Edo period Japan

Netsuke offer a glimpse into life in Edo period Japan, a time when merchants had become quite wealthy. They showcased their prosperity by donning luxurious silks. However, Japan’s strictly hierarchical society placed the samurai (the military elite) at the top and the merchants at the bottom. The samurai frowned upon merchants displaying such opulence and decided to restrict them from wearing lavish silks. In response, merchants turned to collecting intricate and beautiful netsuke. These small, exquisite objects became discreet status symbols, enabling the merchant class to subtly display their wealth without openly defying societal norms.

Design Approach

Our campaign brand reimagines the “O” in Zodiac as a snake, symbolising the forthcoming Year of the Snake. This circular motif chimes with the zodiac cycle’s circular nature while spelling the exhibition title.

Accessibility is at the forefront of this exhibition’s design. 3D-printed models of the exhibited netsuke are provided for visually impaired visitors to experience these intricate objects through touch. Additionally, the panels feature a large, dark typeface against a light jade-coloured wall, ensuring optimal readability.

The centrepiece of the exhibition is a striking 2-meter-high zodiac wheel. This captivating display showcases the twelve zodiac animals, representing the twelve-year cycle and their significance in marking time, month, day, and even compass direction.

Adding an interactive element, we created a touchscreen where visitors can input their birth year to discover their corresponding zodiac animal. The touchscreen further delves into the characteristics associated with each animal and reveals fascinating facts, linking the twelve zodiac animals to Irish folklore and the world of zoology.

Sir Alfred Chester Beatty began collecting netsuke as a young man. In the mid-19th century, westerners became attracted to these carvings because of their craftsmanship and variety of subject matter. Today, netsuke are no longer commonly worn. However, some contemporary artists based in Japan and overseas create netsuke as an art form in their own right.

Zodiac Netsuke: Animals of the Japanese Zodiac in Miniature is at the Chester Beatty, Dublin until March 23rd 2025

Read more about our approach to Exhibition Design here.

Credits:
Curator: Ai Fukunaga (Curator of East Asian Collections)
Photography & 3D work: Sinéad Ward & Jon Riordan
Production: Alexander Boyd