Welcome to Shiseido Beauty Square. Located in trendy Harajuku, this store was designed to spark curiosity, inspire discoveries, and share beauty. Shiseido Creative helped with the store’s growth strategy and led the communication, content design, space design, and visual merchandising design (VMD).
We imagined this store as a space for people to discover their unique beauty through fun, interactive experiences. The key visuals and film feature rhythmic, eye-catching slot reels to represent our playful concept.
We created a pop-up that merged the physical and the digital. In-store decorations were rearranged to create content for social media, which in turn enhanced the in-store experience. The pop-up’s interactive nature and the makeup display were designed to reach millennials—a generation that thrives online and in-person.
Our 2nd-anniversary project allowed customers to select makeup based on their cool or warm undertones. The VMD included an infinity mirror, which amplified colors to create a glamorous look and an ideal setting for social media content.
This event encouraged visitors to try new skincare products by adding one item to their daily beauty routine. Shiseido introduced items in three categories: morning, noon, and evening.
This annual fan-favorite event invites customers to vote for their favorite foundation. We collected in-store votes and announced mid-term results on social media, making it an interactive experience for participating customers.
This holiday gift program features customizable gift wrapping and greeting cards. The VMD surrounds both the products and customers in gift boxes.
This product-testing area allows customers to try out an assortment of products from various Shiseido Group brands. We designed this space with a casual look in mind, so customers could feel comfortable comparing items at their leisure—or even dropping by for a quick makeup touch-up.