As the third exhibition of the “Chikugo-ist” series, designs by Kawakita Hideya (b. 1947), an art director from Kurume, are introduced. Beginning from subway route maps and subway manner posters, which are representative examples of his early years, the “design journey” Kawakita has continued to undertake is traced by delving into the charm of his designs for iichiko. For more than forty years from 1984 to the present, he has directed all aspects of iichiko including the B-series-size posters displayed at stations, bottle designs, TV commercials, and magazine ads.