Shiseido opened the doors to its new retail concept called Beauty Square located on the first floor of WITH HARAJUKU, a new commercial complex in front of Harajuku Station in Tokyo. The store concept is “a spot offering experience and communication to discover, enjoy, and share beauty.”
Beyond selling products, the concept will offer services including digital experience-based content and a hair and makeup salon. In addition to Beauty Square, a restaurant and lounge, Shiseido Parlour The Harajuku, is operated by Shiseido Parlour on the 8th floor of the complex building, and a professional beauty academy and studio, SABFA, on the 2nd floor.
The Brand Zone features a range of Shiseido products, covering makeup, skincare, and haircare including IPSA, Clé de Peau Beauté, The Ginza, Shiseido Professional, Dolce＆Gabbana Beauty, Nars, BareMinerals, and Laura Mercier.
J-Pop star Kyary Pamyu Pamyu has been tapped as an ambassador for the launch to stimulate the aesthetic curiosity of millennials in Japan and overseas through various beauty activities that reinforce the theme of “Beauty Diversity.”
Beauty Square Exterior
Go-Live Zone: The entrance of the concept is the information communication zone, with live streaming and public recording of online video programs in the public studio. A large LED display and signage are installed to share various information content both in real and digital form on a daily basis.
Brand Zone
Brand Zone: A shopping zone offering a variety of Shiseido brands. Trained specialists known as Beauty Consultants provide counseling to realize the unique beauty of individuals.
Installation Zone: A large 4×4 meter LED screen, full-color kinetic lighting, and moving headlights are installed to create an entertainment space where visitors can enjoy a dynamic, extraordinary experience. This space will host various events and limited pop-up stores.
Interactive Content
Interactive Content: Spheres and motifs in various colors, which represent the diversity of beauty, constantly change in light and image in sync with body movement and time. This content allows visitors to freely experience the space.
Virtual Avatar
Virtual Avatar Content: Linked with the 3D avatar social app ZEPETO and projected on a large in-store LED screen. Visitors can go through a virtual experience projecting their character in the special virtual space at the store, taking pictures with friends and famous brand ambassador avatars.
Pop-Up Store: Will introduce limited collections and other beauty-related goods as well as fashion items.
Salon Zone
Salon Zone: Hair and makeup salon where “my unique beauty” is realized. Shiseido hair and makeup artists offer personalized makeup and hairstyling as well as lectures. A quick menu will offer quick, one-point treatment and lectures spanning 20 to 30 minutes. The artist session menu includes treatment and lectures on makeup and hairstyling will be provided within three courses spanning 60 minutes, 90 minutes, and 120 minutes.
SABFA: Entrance
SABFA: A new location of the academy offering hair and makeup instruction. Previously educational activities were for beauty professionals who have a cosmetology license; however, in order to nurture and produce more leaders in the beauty industry, the academy has expanded to target all beauty professionals regardless of whether they have a cosmetology license, and renewed the course curriculum.
In addition, the academy contains a photo studio and has plans to expand the operation to include an agency to support the graduates in employment and career development and evolve into a “comprehensive beauty academy.”
Shiseido Parlour: Main Dining
Shiseido Parlor The Harajuku: A perfect location overlooking the forest of Meiji Shrine. The restaurant offers great food-and-wine pairings created with a forest theme combining the skill of French cuisine and Japanese sensibility. The restaurant has a private room and lounge. Interior design supervised by Kazuya Ura.
