A big trend for 2017, major cosmetics players are now taking their customisation efforts to new levels in the architectural world by transforming their physical spaces.
The new opening
On 20th April 2017, the Shiseido-owned Japanese cosmetics label opened its new brand shop Clé de Peau Beauté Ginza Six.
The store aims to provide its Japanese and overseas visitors with “unique experiences that cannot be forgotten” and that “symbolise skin that emanates radiance from within and suggests radiant cells”, Shiseido announced in a recent press release.
Located in Tokyo's shopping hub, the store features a range of limited edition spring/summer 2017 makeup items, including eye colours, foundations and the 'Brilliant Cell Box' designed by Tane to incorporate the main theme of light.
Immersive shopping
In English, Clé de Peau Beauté translates into “key to the skin” and after undertaking skin cell research, the Shiseido-owned brand has continued to build upon its collection, Intuitive Skin Theory and concept that skin has its own sentience.
Based on this theory, Clé de Peau Beauté and architect Tsuyoshi Tane collaborated to create a new brand store that resonated with all five senses. Increasingly, market players are evolving their brick-and-mortar stores to provide a personalised, immersive and memorable experience.
“With music played in low sound, the lighting installed in the ceiling changes with the season and the lapse of time,” said Tsuyoshi Tane, Architect, Clé de Peau Beauté.
Teaming beauty and architecture
Shiseido’s exclusive brand, Clé de Peau Beauté, invested in the design vision of Tsuyoshi Tane, who has previously worked on the Estonian National Museum, A House for Oiso, Toraya Paris, and the “light is time” installation.
Together, the duo devised the design concept 'Brilliant Cell' to encapsulate the brand's core values that aim to fuse beauty and science.
A ceiling display, entitled 'The Artwork of Light' has been installed to present the effect of layers of lights. The concept of the store and its centre table aims to represent the role of a gallery that is capable of upgrading and modifying it advertisements and displays depending on product promotions.
“Moreover, just as cells respond to light, the materials of the ceiling and table emit different effects depending on the angle of viewers...the space provides visitors with a feeling of being embraced by light,” emphasised Tane.