The beauty of the future at Shiseido

The Shiseido skincare brand’s first flagship store, FUTURE SOLUTION LX has just opened in Ginza in Tokyo. Under the theme of “turning the mystery of nature into beauty”. 

In this project, in addition to expressing the brand identity in pure form, the design has been created by the studio i-in to reflect a new vision of beauty. Paying attention to the light and soft lines, the architects have expressed the delicate charm that makes us feel the mysterious power of nature and the atmosphere of Japan. 

A design that both embodies the new era of technology and is enhanced by curved lines and absolute beauty. The organically-shaped facade allows customers to feel something of nature’s dynamic energy, while the walls are finished in plaster with fine irregularities, gently inviting people to come in. 

The iridescent light that reigns in the store alludes to the colour of the FUTURE SOLUTION LX product; it illuminates the whole store through the central screen. It also creates a prism through the textured glass at the back. 

In the salon space for consultations, the client can spend a moment of tranquillity and luxury surrounded by high-end Japanese materials, such as the stone table top produced in the Japanese mountains of Miyagi prefecture or the cushions made from Nishijin woven fabric from Kyoto.  

The gold volume that takes centre stage in the middle of the sales area is bold and gives a special feeling from each perspective, creating a sequence that guides visitors.  

The private room where clients can enjoy a skincare experience is filled with glass, which reacts with light to reveal the iridescent colour. Like dichroic glass. The three-dimensional fabric chandelier hanging from the ceiling creates the feeling of entering into soft jade-coloured light. 

By introducing this new dimension of modern technology and mixing it with ancestral Japanese materials, the setting’s duality and timeless expression work their effect.