Isetan Mitsukoshi's spring promotion, "2016 Flower Festival," kicks off on February 17th. Isetan Shinjuku has teamed up with photographer and film director Mika Ninagawa to create a dynamic display of the main visual, window displays, and The Stage on the first floor of the main building.

The theme of the Flower Festival is "Future is Wonderful." Exploring the possibilities of technology, the fusion of digital and fashion expresses a never-before-seen style. The main visual depicts flowers, the beautiful splendor of nature, semi-permanently transformed into new forms of life through digital devices. A pure white dress, crafted using special elements developed using a reflective effect that reveals colors and patterns when reflective, such as with a strobe, is photographed with Ninagawa's signature vivid and vibrant flower images projected onto it.

From the 17th to the 23rd, a special display titled "DIGITAL FLOWER GARDEN" will be exhibited on The Stage on the first floor of the main building. The exclusive visuals, shot by Ninagawa specifically for the Flower Festival, are presented using technology to create a space where visitors can experience the campaign's theme. The visuals, inspired by the idea of overlaying monochrome photographs of flowers with colored ones, were created using a variety of technologies, including projection and transparent materials. The installation, utilizing cutting-edge LED mapping—unprecedented in Japan—dramatically creates a space where Ninagawa's emotive work and cutting-edge technology come together. Additionally, to coincide with the special display, a pop-up store featuring the SS16 collection of M/mika ninagawa, an apparel brand directed by Ninagawa, will be open in Center Park on the second floor of the main building. Featuring a fireworks-designed textile for the first time, the lineup includes 10 textiles, primarily featuring floral motifs. The wide selection includes dresses, skirts, pants, jumpsuits, stoles, and other accessories.

The pop-up stores will be held at Ginza Mitsukoshi, Nihonbashi Mitsukoshi Main Store, Nagoya Sakae Mitsukoshi, Lucua Osaka, and other Mitsukoshi Isetan Group locations nationwide.