Reindeer on Pond Holiday Pop-Up Cards - Set of 8
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DesignerKeisuke Unosawa
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Size5w x7"h
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MaterialPaper
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Year of Design2025
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OriginChina
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“Looking back, the idea for ‘Reindeer on Pond’ might have been drawn from memories of scenes from movies I’ve seen,” explains 3D card designer Keisuke Unosawa. “Or maybe it was a landscape similar to the silence of karesansui, a Japanese dry garden usually consisting of carefully arranged rocks, gravel and sand.”
“In the initial stage, I don’t concretize visuals through sketching. The highest priority is to form the landscape that comes to mind. First, I cut white paper and create shapes by taping them together.”
“Where do the card images come from? How are they formed within myself? When does the moment of idea completion arrive? These remain mysteries, even after many years.”
Unosawa has been designing pop-up cards for MoMA’s Holiday Card Program since 1995, when we introduced “Reindeer on Pond.” Unosawa’s entry to the Card Program was chosen by residents to be the official city symbol of Japan’s Kawasaki City in 1994 and can still be found throughout the city today. Since 2015, Unosawa has worked for the regional revitalization project in Kito, Tokushima as a design manager, introducing Japanese culture and art to the world.
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