From Wednesday, April 23rd to Tuesday, April 29th (holiday), the "France Fair" held at Isetan Shinjuku will feature a pop-up event, FRENCH WEEK 2025 "UN ♥ TISSE ENTRE TOKYO ET PARIS," in collaboration with M/M (Paris), a creative duo that currently wields a strong influence in the creative world. The event will immerse every floor of both buildings in the spirit of France, centering on "The Stage" on the 1st floor of the main building and the 1st floor of Isetan Shinjuku Store, Men's Building . We spoke with Mathias Augustyniak and Mikael Amzalag of M/M (Paris) about the thoughts and concepts behind this special collaboration.

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• M/M (Paris)
• Mr. Mathias Augustyniak
• Mr. Michael Amzalag
• M to M of M/M (Paris) is a creative duo formed in Paris, France in 1992. They have collaborated with and art-directed many renowned artists and brands, and their typography-centered artwork, used in many of their projects, is held in museums and galleries around the world. In 2012 and 2020, they published a two-volume collection of approximately 1000 pages , " M to M of M/M (Paris)," to commemorate their 30 years of work.

A new language woven through intercultural dialogue

Founded in Paris in 1992 by Matthias Augustyniak and Mikaël Amzalag, M/M (Paris) has collaborated with numerous pioneers in various fields, including musicians such as Björk, Madonna, and Vanessa Paradis; creative directors such as Jonathan Anderson of Loewe and JW Anderson; Miuccia Prada of Miu Miu; Nicolas Ghesquière of Louis Vuitton and Balenciaga; major fashion houses such as Jil Sander, Yohji Yamamoto , and APC; and contemporary artists such as Philippe Parreno, Pierre Huyghe, and Sarah Morris.

Matthias Augustyniak (hereinafter, Matthias) : "Every time I go to Tokyo, I'm struck by how visiting a shop like Isetan feels similar to visiting a museum. Even though it's a place to buy and sell things, the items inside are carefully curated, everything is refined to a high level down to the smallest detail, and it's very inspiring. Department stores, in particular, which feature a variety of brands, have developed based on the model of Le Bon Marché, which was born in France in the 19th century. Isetan today has evolved from the department stores of the past, and it feels like the world itself is concentrated there. Just walking around the store makes you feel like you're traveling the world. Isetan is a place to shop for wonderful products carefully selected from all over the world, but it is also a huge museum where you can have all sorts of experiences, and there is no other place in the world where you can have such an experience."

M/M (Paris) has had a deep connection with Japan from the early stages of its career, and has collaborated with many Japanese brands and companies. They say that such interactions between different cultures foster creative ideas.

Mikael Amzalag (hereinafter, Mikael) : "We belong to the Japan Chapter of the International Federation of Graphic Designers, and we continue to submit our work to the 'Tokyo TDC Award,' an international graphic design competition organized by the Tokyo Type Directors Club, and we also participate as judges. Although we operate under the name of Paris, our connection with Japan is also an important element in our creation, and we find the process of finding a common ground through dialogue between different cultures, French culture and Japanese culture, to be fascinating. That's why, in this collaboration with Isetan, we felt it was important not just to give form to classic French style, but to create a completely new language that can only be found here, while maintaining the unique characteristics of each."

A poetic redefinition of what makes something French.

For FRENCH WEEK 2025 "UN ♥ TISSE ENTRE TOKYO ET PARIS," the main visual designed by M/M (Paris) features three hearts intertwined above the word "Tokyo," combined with cherry blossom petals, the robot-like character "Agent" who has appeared in their works for over 25 years, and the letters M❤︎M PARIS arranged vertically, creating a vibrant and spring-like design. What concept is hidden within this artwork?

Mathias : "Our initial idea was to use a classic design like French stripes, but we wanted to express something new that went beyond worn-out conventions. This main visual is designed to be read in both directions, from top to bottom and bottom to top, representing a harmonious exchange between France and Japan, Paris and Tokyo. At the top are branches of cherry blossoms in full bloom that form the letters 'ISETAN'. Beneath the cherry tree is 'Agent,' our avatar and symbol of M/M (Paris), a blocky humanoid that evokes the universal aesthetics of early technology, with a square head, a pixelated face, and eyes represented by plus signs. Below the heart enveloping the kanji for Tokyo are the letters 'M❤︎M PARIS' in newly designed circular typography, evoking the colors of the French flag and the eternal rhythm of the sun rising over Tokyo and setting over Paris. This is a visual poem using symbols and words, a celebration of French and Japanese culture."

Mathias: "The French phrase 'UN ♥︎ TISSÉ ENTRE TOKYO ET PARIS (A ❤︎ woven between Tokyo and Paris)' symbolizes the poetic and physical bond connecting Tokyo and Paris, emphasizing concepts such as 'connection,' 'craftsmanship,' and 'cultural exchange.' Behind this message is the idea that while it's great to press 'like' and send a '❤︎' on Instagram, if you truly want to say 'I love you,' why not take the time to write it down yourself?"

Mikael : "With the poster, where the main visual is overlaid on a photograph, we aimed to express a more casual context. Up until now, in the fashion world, living in the city has been portrayed as cool, but for this France Week, we focused on the leisure aspect of the French outlook on life, along with the question, 'What kind of holidays do the French want to have?' This is also a message encouraging people to travel, to get away from reality, and to disconnect from their digital lives. By spending time to savor the small joys of life, time itself can be liberated from the hustle and bustle and become the ultimate luxury."

New values ​​born from interaction with different cultures

The duo from M/M (Paris), who created powerful visuals incorporating diverse elements in every piece of artwork—from the main visual and handwritten messages to the posters—explained the state of design in the modern era as follows:

Mikael: "The roots of Western design lie in the modernism of the 1930s to the 1950s, and we have always been indoctrinated with the value of 'Less is More,' that is, the idea that the essence lies in stripping away the unnecessary. However, we now stand in a time and place that has already experienced postmodernism and the subsequent trends. So 'Less is More' is no longer the case. This is not a simple debate between minimalism and maximalism; what's important is to look at the complex world as it is. No matter where we live now, we can connect with screens all over the world from the screen in our pockets, and we can receive and send a lot of information. This vivid landscape of a new world, where reality and the digital are intricately intertwined, is deeply rooted in the foundation of our design and beliefs. That is why it is becoming increasingly important in the modern age to step away from everything and savor the simple joys that life gives us: the sunset, a delicious meal, moments of forgetting time, moments of liberation from the pressures of everyday life."

For M/M (Paris), which has had deep ties with Japan since its inception, the real appeal lies not in a simplistic, one-dimensional culture, but rather in the complex interactions with different cultures, the dialogue that arises from those exchanges, and the development that is fostered as a result.

Matthias : "19th-century artists were greatly influenced by Japanese art. This project with Isetan is not just a dry, cynical transaction of buying and selling things; it's an exchange of cultures, a part of life. There are cultural benefits to be gained that can never be obtained by simply pursuing commercial gain. M/M (Paris) has also built its own unique identity through its long-standing relationship with Japan. We've done all sorts of things in Japan so far, like launching big advertising campaigns and creating Christmas trees, but I think it would be wonderful if we could one day hold a large-scale exhibition in Japan that showcases everything M/M (Paris) has built up over the past 30 years or so."

Mikael : "When we started M/M (Paris) in 1992, even before our work was widely known, the Japanese people understood the complexity of our expression. This Isetan event is very pop and intuitive, yet at the same time very deep, dense, and contains many coded elements, which I believe could only be realized in Japan. This is because the Japanese have a strong curiosity for and a deep understanding of images and art. I believe that everyone who comes to France Week this year will receive a special message."

Event Information

FRENCH WEEK 2025 “UN♥TISSE ENTRE TOKYO ET PARIS”

• Event period: April 23rd (Wed) - April 29th (Tue/Holiday)
• Venue: Isetan Shinjuku Main Building 1st Floor, The Stage
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*Updated on April 18th

Matthias Ogustyniak autograph signing event

• Date and Time: ① Wednesday, April 23rd, 6:00 PM - 7:00 PM ② Saturday, April 26th, 2:00 PM - 3:00 PM
• Venue: Isetan Shinjuku Main Building 1st Floor, The Stage
• Participation Requirements: Only the first 20 customers who purchase merchandise at The Stage on the 1st floor of the Isetan Shinjuku Main Building on the day of the autograph session will be able to participate.

*The event will end once the maximum number of participants is reached.
*Please note that due to various circumstances, the event may be changed or canceled without prior notice.

Novelty information

During the event period, customers who spend 11,000 yen or more (including tax) at The Stage on the 1st floor of the main building and present a coupon from the Mitsukoshi Isetan app will receive either an art poster or an original embroidered patch as a gift.
*Both the art poster and the original embroidered patch are limited to 200 pieces each. They will be gone once they are sold out.
* You cannot choose the type of poster.

View the poster design

Text: Shingo Sano
photo:M/M(Paris) & ISETAN MEN'S net

＊All prices include tax.