TOKYO — The beauty floor of Isetan’s flagship in Tokyo’s Shinjuku district has undergone its biggest remodel in four decades, reopening Wednesday with seven unique zones and roughly 40 brands. The project is part of a larger renovation, which started with the department store’s men’s building this past spring and will be ongoing until about March.
In designing the layout of the new beauty floor, the retailer utilized learnings from its Isetan Mirror chain of semi-self-service stores, which appeal to younger consumers because they combine luxury brands with a casual atmosphere that allows shoppers to peruse and try products at their leisure, without the pressure to buy. In a similar vein to this style of retail, the new space in Isetan includes inviting corners and interactive experiences.
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