SHISEIDO GLOBAL FLAGSHIP STORE

TitleSHISEIDO GLOBAL FLAGSHIP STORE
BrandSHISEIDO
Product / ServiceSTORE DESIGN & STORE EXPERIENCE
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantSHISEIDO CO., LTD. Tokyo, JAPAN
Idea Creation SHISEIDO CO., LTD. Tokyo, JAPAN
Production NOMURA Tokyo, JAPAN

Credits

Name Company Position
HORI KEISUKE SHISEIDO Art Director

Why is this work relevant for Brand Experience & Activation?

The store reflects SHISEIDO’s core narrative “ALIVE with Beauty”, we offers every experience in the store to fulfil their inner and outer “ALIVE-ness” to empower their own beauty. The design concept of the store is “Japanese Garden”, referred Japanese esthetics of Japanese garden where nature and carefully crafted human design meets. We used natural materials such as Japanese paper, woods and Japanese textile and merge with use of technology to subtly control light and movement of water to define future od “Japanese Beauty” deeply rooted to traditional craftmanship. This is very unique to SHISEIDO which can resonate globally differentiating.

Background

As the future beauty store of the after-corona era, this store was created to realize three roles. The first is to let people experience the essence of the brand SHISEIDO. The second is to be a base for disseminating information about the brand SHISEIDO. The second is to serve as a base for disseminating information about the SHISEIDO brand, and the third is to serve as a place for experimentation to capture customers' requests and invisible needs and link them to services and products. We aimed to create a store experience where customers can deepen their own experience by providing high quality hospitality and services unique to Japan.

Describe the creative idea (20% of vote)

SHISEIDO has launched SHISEIDO GLOBAL FLAGSHIP STORE in the heart of Ginza, the birth place of the brand SHISEIDO and where people from all around the world visits. The store reflects future vision of SHISEIDO as a global luxurious beauty brand, aims to serve more personalized beauty service to meet more diverse demands customers have today. To make it possible we have merged the latest beauty technology and professional human consultation together to stimulate five senses and offer holistic beauty lifestyle. Our customers can try every products freely and use digital tester to learn further about products, and they can also have personalized consultation to find solutions for specific needs. This store also offers more experimental and immersive services such as “Beauty Charge”, Japan’s first digital beauty meditation experience. SHISEIDO GLOBAL FLAGSHIP STORE is the place to experiment and discover the future of luxurious beauty retail experience.

Describe the strategy (20% of vote)

It is a facility that communicates the brand's worldview to customers visiting Ginza from home and abroad, and provides beauty experiences that fuse the latest technology with the human touch. In response to diversifying beauty needs and lifestyles, the facility will offer digital testers that allow customers to freely and happily try cosmetics using all five senses, beauty counseling tailored to customers' needs, and a cutting-edge meditation experience introduced for the first time in Japan.

Describe the execution (30% of vote)

This store was created in Ginza, the birthplace of the brand. After three years of testing various technologies and experiences, a UX was developed to create a seamless purchasing experience that links design and experience to the virtual world. The building consists of three floors of 300 square meters, and on each floor, visitors can experience products comfortably with the support of various technologies. In particular, the first floor is an experimental place where visitors can experience products that can be tried without contact, and the B1 floor is an inner beauty charge experience that approaches beauty from the inside by incorporating meditation.

List the results (30% of vote)

By fusing the real and virtual worlds and proposing beauty products that match new lifestyles, the real store allows customers to shop through unique experiences while ensuring safety and security, while the virtual store seamlessly connects experiences with the real store to create a system that allows customers to continue to experience various beauty contents at home based on the results of their experiences at the real store. The virtual store seamlessly connects the experience with the real store, creating a system that allows customers to continuously experience various beauty contents at home based on the results of their experience at the real store. Since Covid19, the makeup experience has changed drastically, shifting to a lifestyle that approaches the inside as well as the outside. Through this facility, we are supporting the beauty of our customers by approaching their skin and mind from various angles.