Hall of mirrors: Beauty brand's new treatment

Shiseido The Ginza offers customers an extensive range of services over three floors. These include specialist beauty consultations as well as interactive shopping experiences and salon treatments, with each floor serving a separate purpose.

On the first floor the focus is on products. Customers can scan their faces using digital cosmetics mirrors, and then test make-up virtually and receive personalised beauty advice.

The second floor offers more specialist treatments through professional make-up technicians. Customers can also have their picture taken by a professional photographer in the photographic studio.

On the third floor, an exclusive space provides individual counselling rooms and private beauty consultations offering the brand’s premium products.

Shiseido aims to deliver a completely immersive brand experience. Consumers can pop in quickly to buy make-up, or spend the whole day being pampered. For more examples of innovation in retail design, read our Beyond Retail macro trend.