Yayoi Kusama's Playful Art Taught Us Joy and Perspective

Seeing the world through fresh eyes—with polka dots

Late last week, I received an early morning text from a friend: “My adored Kusama is gone.” When Yayoi Kusama passed away at age 97 the world lost an icon, this one known for her bright red wig and playful, transcendent creations.

I have loved Kusama’s work for years. Not only her Infinity Mirror Rooms, where I joined hundreds of fans in long lines, but her dots, giant pumpkins and influence on gender politics, pop culture and fashion.

She was an original, a disruptor, a boundless innovator. But I admired Kusama most for her resilience and fearlessness, creative courage and how her work forged a joyful shared ecosystem of shared connection, community and healing. In a Q&A for Art Review, she was asked, “When you make your work, to what extent are you thinking of the way it communicates with other people?” She said, “I am I. Others are others. We are different in many ways. Behind art are, however, aspirations common to all humankind. It gives me great joy when I find them.”

At a time when human connection is on the decline and social tolerance feels stagnant, joy—giving and receiving—is not a soft value. Indeed, data from a 2026 WGSN consumer tracking report places joy at the heart of human decision-making. The emotional safety and comfort associated with joy is a rational response to how people want to live. Perhaps this is another indication of how Kusama was ahead of her time.

What can we learn from Kusama’s legacy for our work, whether as creatives, marketers or communicators? Here are some key considerations:

Creating joy is not without risk. Kusama braved many hazards—mental, physical and societal—in her work. Some may view AI as a hazard to bold expressions of joy because of the technology’s potential to yield flatter, less emotional, more generic content. Others will value AI because it helps make them exceptionally adept at learning the signals of emotional resonance to take creative to new heights. That’s where the win is.

People not only want connection and community, but they also long for it. That’s worth keeping top-of-mind while foundational brand experiences are being deprioritized for short-term revenue growth and AI investment. Kusama’s Mirror Infinity Rooms regularly shattered attendance and social media metrics. Stakeholders want to share positive experiences, senses of pride and satisfaction and discovery—all critical to brands.

There is beauty, deep emotional resonance and togetherness in the simple. Kusama once said, “Polka dots can’t stay alone. When we obliterate nature and our bodies with polka dots, we become part of the unity of our environments.” Kusama used her signature dots as expressions of infinity and personal healing. We can ask ourselves: What are the fundamental human expressions of the brands we’re working for and how can we communicate these simply?

Make joy a priority value. While its expression will differ based on the situation, challenge, brand, audience and industry, the benefits are powerful. Emotional factors like joy and personal connection drive 95 percent of choice. Kusama had to overcome sexism, racism and mental health struggles. For her, spreading happiness was medicine.

I reached out to Dan Braun, a friend and colleague who produced the film Kusama: Infinity (check out the trailer) to get his thoughts. Before he co-founded Submarine Entertainment, he was a creative director at TBWA, crafting experiences for Absolut Vodka, among others. He said, “Kusama should be a perennial source of inspiration for us, not only for her visionary artwork, but for her ability to create a better universe on her own terms.”

Joy is a serious value and a hard return. It manifests in many ways, both personal (emotional connection, community) profitable (business growth and impact). Creating that feeling, whether for our clients or their stakeholders, is one of the best parts of our job.

Kusama worked to share color, light and happiness. And we can, too.

Related: Lady JDay Is Leaving Her Mark on the World, One Mural at a Time