BRAND SHISEIDO
Isetan Shinjuku
A Beauty Circulation inspired
by SEKITEI (Japanese stone garden)
SPACE/VMD/WINDOW DESIGN
In October 2023, Brand Shiseido opened a new beauty counter at Isetan Shinjuku. We based the counter’s design on the following concept: “A Beauty Circulation inspired by SEKITEI (Japanese stone garden).”
Based on the new brand concept and inspired by SEKITEI, we aimed to create a modern and sophisticated counter where our customers could be free to experience the products, make various discoveries, and find inspiration by cruising around the counter.
SEKITEI FIXTURE & VMD DESIGN
The counter’s organic shape draws inspiration from Japanese Stone Gardens and makes the space feel more inviting.
ART OF HANATSUBAKI STORE SYMBOL
The store’s symbol, a point of connection between the brand and its customers, reworks Shiseido’s iconic camellia logo through a fusion of craftsmanship x art & science. Behind the camellia logo is a 3D version of Shiseido’s karakusa pattern, representing vitality and infinite potential. This beauty counter symbol is prominently displayed on the pillar, as is the red of the brand’s core product, Ultimune.
Karakusa-patterned wrapping paper from 1924
Skincare Product Tester
The seamless display of products and information presents Brand Shiseido skincare principles in an easy-to-digest way.
Future Solution LX Tester
We were conscious of our Japanese stone garden concept when choosing the gold leaf—a traditional Japanese decoration—to represent our premium line.
CREDITS
CREATIVE DIRECTOR NOBUMI MIZUTANI (SHISEIDO CREATIVE)
ART DIRECTOR / DESIGNER KEISUKE HORIERIKO KOBAYASHIYUKIHIRO KANEUCHI(SHISEIDO CREATIVE)
©2022 SHISEIDO CREATIVE COMPANY, Limited All Rights Reserved.