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Nike Shinjuku, façade. Photo: Nike

Nike Shinjuku, façade. Photo: Nike

Shūetsu Satō’s adhesive tape lettering

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Tokyo Tape Type: From the Underground to the Flagship Store

In April 2026, a new NIKE flagship store opened on the east side of Shinjuku Station. In an environment that all but overwhelms the viewer with advertising messages, the creative team led by the Creative director Shuichi Narita (Nike) and art director Shun Sasaki (Ayond) achieved a move that was as engaging as it was clever: for the branding, they drew on the iconic adhesive-tape lettering Shūetsu-tai by security guard Shūetsu Satō, which for over twenty years has been inseparably associated with Tokyo’s busiest railway station—and indeed the busiest in the world.

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Tom Koch Blog

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The colours of Wong Kar-Wai

In December 2017, I travelled to Hong Kong to document the remaining neon signs. My explorations took me across all parts of the city; night after night, I followed the glow of this distinctive medium. Although Hong Kong’s neon may be in decline, it has lost none of its enduring fascination.

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When Better Letters met ... Josef Samuel, Vienna’s Last Signpainter

Vienna-based graphic designer Tom Koch teamed up with Better Letters to produce the second in their series of biopics about veteran sign painters. This short film celebrates the life and times of Vienna’s last sign painter, Josef Samuel.

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Advertising in Southern Laos

Advertising in Southern Laos

Been there, Don Det

The region of the Si Phan Don in southern Laos can, with little exaggeration, be described as the very end of the world. Of the countless islands scattered across this stretch of the Mekong, only a few are inhabited, and a mere three have seen any degree of tourist development. The electrification of the islands has brought with it a modest prosperity—alongside a steady flow of visitors. Where competition emerges, so too does the impulse to advertise.

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Signs of Saigon

Signs of Saigon

Tracing Old Saigon

Inspired by the Signs of Saigon project by Steffi Neukirchen, I set out on my first trip to Ho Chi Minh City in December 2019 with the expectation of encountering a wealth of historic lettering. As it turned out, it proved less straightforward than expected.

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Vietnamese Newspaper Titles

Vietnamese Newspaper Titles

Colourful roadside finds

A chance discovery not far from the memorial to Thích Quảng Đức—who set himself alight in Saigon on 11 June 1963 in protest against the persecution of Buddhists: at a roadside stall, the colourful newspaper headlines immediately draw attention.

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Stoke Newington

Stoke Newington

The secret of the Gravestones at Abney Park

At Abney Park Cemetery, subtle details emerge upon closer inspection of the gravestones. The lettering, in particular, appears almost as if it had been applied to the surface, bearing a striking resemblance to letterpress printing plates in both form and presence.

More about: Stoke Newington

In the Wien Museum Depot

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A Visit to the Prater Whale

The inn Zum Walfisch, founded as early as 1782, was a true Prater institution and, for generations, a cherished destination for Viennese patrons. Above its entrance, a nine-metre-long whale—installed in the early 1950s—delighted visitors with its playful water fountain, captivating not least the younger among them. In 2013, however, the restaurant closed its doors, and with it seemed to come the end of the whale.

More about: In the Wien Museum Depot