Japan – Japanese skincare brand SK-II (pronounced ess-kay-two), is inviting beauty enthusiasts on a journey towards crystal clear skin with its unprecedented exhibition, SK-II Secret Key House. Located in the Ba-tsu art gallery in Tokyo for two days only (29–30 July 2023), the installation is part of the World Pitera Month celebration, dedicated to unravelling the secrets behind the brand’s exclusive skincare ingredient.
Derived from a proprietary yeast fermentation process, Pitera has transformed the skin of millions worldwide due to its remarkable effects, but has remained somewhat mysterious. During the exhibition, visitors can unlock 10 of SK-II’s best-kept secrets through immersive and multi-sensorial installations. This unparalleled exhibition will also feature appearances from global celebrity ambassadors.
In our Hyperphysical Stores macrotrend, we previously analysed how retailers are rethinking bricks-and-mortar stores and pop-up activations like SK-II’s exhibition to be more engaging, sensorial and memorable.
Strategic opportunity
Consider how your brand’s narrative, product/service references and branding can inspire the creation of a hyperphysical space. The latter should take your customers on a memorable journey, offering an immersive experience that deepens their connection with your brand and its story