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 Salone Satellite 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!