Umino Hiroyuki of Umino Seaweed Shop paired up with foreign advertising agency I&S BBDO to create laser-cut, designer seaweed with intricate and detailed patterns. Hiroyuki has a strong family history in creating seaweed (his grandfather founded Umino Seaweed Shop), which is what inspired the idea for the Design Nori– it was a response to the decline in seaweed consumption in Japan.

Design Nori: Laser Cut Seaweed for Sushi in style fashion main art  Category

While Umino Seaweed Shop sells all sorts of seaweed, Design Nori is made using seaweed sourced from the Sanriku area of Miyagu. It’s thicker, so it won’t crumble under the laser-cutting, has a nice luster, and doesn’t stick to other ingredients.

Design Nori: Laser Cut Seaweed for Sushi in style fashion main art  Category

Design Nori: Laser Cut Seaweed for Sushi in style fashion main art  Category

More information about Design Nori is available on their Facebook (in Japanese).

[via designboom]