What's HATENA?
What's HATENA？
From a corner of this vibrant district, h concept will exhibit and sell products from HATENALABO, a brand jointly established by JT and h concept.
HATENALABO is a brand founded in 2022 through a collaboration between D-LAB and h concept, which has served as a research partner in the study of emotional well-being.
Focusing on the small "?" moments in everyday life that invite us into emotionally rich experiences, the two organizations have conducted ongoing research together.
Multiple products have been released as experimental devices that deliver gentle surprise. By inviting purchasers to participate as members of the emotional well-being research through interview studies, the project continues to deepen its understanding of experience through objects.
In 2025, HATENALABO's initiatives were presented at the Japanese Cognitive Science Society under the theme "Exploration of Cognitive Science Research by Design."
As these shared efforts around emotional well-being have steadi ly expanded, this event marks the formal announcement of the partnership and a new step forward for both organizations.
At this event, all experimental devices released to date will be exhibited.
Visitors are invited to engage with the products directly, participating as researchers through hands-on experience. In addition, the product Punini, designed by Hiroki Nakayama and previously exhibited at SaloneSatellite last year, will be unveiled for the first time as a new experimental device within HATENALABO.
Exhibition Overview
What's HATENA？
Dates April 21 (Tue) ‒ April 26 (Sun), 2026
Opening Hours 10:00 ‒ 19:00
Preview April 20 (Mon), 13:00 ‒ 19:00
Venue Corso Garibaldi, 73, 20121 Milano, Italy
Metro：M2(green line) Moscova
Exhibiting Brand HATENALABO
Entrance Fee Free
Pop-up Store
In addition to the exhibition and presentation of new products, the event will feature an on-site pop-up store where visitors can purchase products directly.The space invites guests to enjoy shopping while experiencing the small, hidden "?" embedded within HATENALABO products. A wide selection of items ideal as gifts or souvenirs will be on offer.
A selection of products from +d, h concept's original brand with strong popularity overseas, will also be available.
Come along and enjoy!
Location
Opening hours
h. 13:00—19:00
h. 10:00—19:00
h. 10:00—19:00
h. 10:00—19:00
h. 10:00—19:00
h. 10:00—19:00
h. 10:00—19:00
Events
Exhibitors and companies
HATENALABO
HATENALABO's experimental devices are an exercise for you to look closely at the seemingly trivial "?," and to develop your own unique ideas and thoughts, wondering whether perhaps this is how it should be. Everyday little bits of practice will eventually become tiny habits and core values.
D-LAB
D-LAB is Japan Tobacco Inc.'s corporate R&D organization. With a long-term perspective, D-LAB engages in a wide range of activities aimed at ensuring that the value of emotional well-being, a principle long cherished by the JT Group, continues to be delivered to people for decades to come.
h concept
h concept was founded, with the aim of "energizing the world through design." The company develops and operates original brands such as +d. Its activities span the planning, manufacturing, and sale, along with design consulting for companies and regional industries across Japan.
