Isetan Shinjuku Men's Store is collaborating with the magazine GLAMP to hold the "Glamp Fair 2016" through May 24th, primarily on the first floor and throughout the building. "Glamp" is a portmanteau of "glamorous" and "camping," referring to a new style of camping that combines outdoor activities with luxurious service and a luxurious atmosphere. The number of events and locations offering glamping experiences has been increasing recently. Against this backdrop, the store and GLAMP are introducing brand items that match three glamping scenarios: camping, cruising, and outdoor living. Starting with the "camping" scene, we present styling by Brunello Cucinelli, whose brand concept is "sports chic luxury," with the theme of "enjoying luxurious fashion even while camping." The ad introduces the brand's suits (¥420,000), polo shirts (¥55,000), and shoes (¥132,000), which maintain the luxurious flair of an Italian luxury brand while subtly blending in with nature, encouraging a luxurious camping experience.

Next is the "cruise" scene, which suggests incorporating glamping into travel and onboard activities. It evokes the image of a cruiser in the Mediterranean or a tropical resort. Here, the ad introduces silk shirts (¥300,000), pants (¥95,000), and bags (¥292,000) from Italian fabric brand Loro Piana, suggesting stylishly enjoying exquisite delicacies like caviar and smoked salmon while sipping champagne.

The "outdoor living" scene suggests creating a new outdoor living space at home and hosting a glamping party. This could involve placing luxurious sofas and chairs in the garden and having a BBQ. Here we introduce furniture from DEDON, considered the top brand for outdoor living. The store offers a selection of luxurious interior items, including a lounge sofa set (1,573,000 yen), a table (140,000 yen), and chairs (209,400 yen). A product purchasing manager at the men's department of the store commented, "Of course, we want more customers to enjoy the extraordinary experience of glamping, but at the same time, we would be happy if glamping in modern society can serve as an opportunity for people to discover what true luxury and true wealth mean to them."