Tokyo – The company’s flagship Beauty Centre has undergone a redesign in collaboration with Japanese architecture practice Nendo.
Now called Shiseido The Store, the showroom has been renovated to focus more on the group’s prestige brands. On the first floor, the retail space, which used to display Shiseido’s range of brands from drugstore to luxury, is now focused on its higher-end Clé de Peau Beauté and Shiseido lines. Another addition will be on the fourth floor, where in February, a new café and event space will open called Shiseido The Tables. Alongside food and drink, customers will be able to attend workshops and events.
The re-investment in the flagship store is particularly geared towards creating a Beauty Temple for international tourists. WWD reports that the store has hired both English- and Chinese-speaking associates to cater for these customers.