Now on display and for sale at Stage #5, 5th Floor, Isetan Shinjuku Store

This initiative was born from a desire by Isetan Living buyers to explore new ways of proposing products to customers.

Traditionally, each buyer would propose products within their specific category. However, within the broad "Living" category, this siloed approach lacked scope. Gradually, the walls began to break down, fostering cross-category connections. This time, for the first time, all buyers united to realize "ISETAN LIVING × HIROCOLEDGE," a project offering customers a fresh perspective.

While creating new ways to present products to customers is important, I believe this project also served as an opportunity for the department store to confront the challenge of how to propose merchandise in an era of abundance.

The true significance of this project, I feel, lies not just in breaking down item silos and bringing buyers together on equal footing, but in having everyone involved in the products, regardless of their position, stand together with a shared vision and commitment.
Products imbued with great value and meaning in their unseen aspects. A creation process that holds significance for customers, sellers, and producers alike. The ability for everyone to engage with the product from the same emotional standpoint. Though challenging, this is what we should aspire to.

Wonderful and user-friendly items abound in the world. To encourage customers to choose new products amidst this abundance, we must offer value that surpasses them. In today's world where traceability is standard, isn't it crucial for sellers to convey the producers' intentions?

Through this initiative, I feel we were able to share with the buyers the profound importance of visiting production sites and aligning our sentiments.

In the fast-paced environment of a department store, where constant new proposals are required, it may be difficult to engage deeply with creators and dedicate ample time to craftsmanship. The realization of this project under such circumstances is, I believe, a testament to the passion of the buyers who collaborated with us.

Creating such a wide array of items simultaneously was a first for me, and the experience of crafting products while sensing the current state of the economy and distribution will undoubtedly inform my future endeavors.
Please come and experience them at Isetan.

Isetan Shinjuku Store Window Display