From February 17th to March 1st, Isetan Shinjuku Men's will collaborate with Microsoft Japan's "2-in-1 Device Surface" to promote the "ISETAN MEN'S x Surface - Wear the Future" theme.

The promotion utilizes cutting-edge technology to express the "Department Store of the Future" that Isetan Men's is promoting this spring. Approximately 80 devices, including the Surface Book (hereinafter referred to as "Book") and Surface Pro 4 (hereinafter referred to as "Pro 4"), will be on display throughout the store, and Surface-based displays and services will be available in promotional spaces on all floors. At the main entrance, 16 mannequins equipped with the Surface Pro 4 will be on display, and visitors will be able to touch and try the Book and Pro 4.

The first-floor promotional space will feature a virtual showroom of gear list items using holograms. Hologram data can be read and projected using the installed Book, and customers can also take photos of their outfits and have them turned into holograms, available on weekends only. The collection will feature gear from 11 brands, including ACRONYM, adidas Originals by White Mountaineering, ARC'TERYX VEILANCE, BLK, Christopher Raeburn, DYNE, ISAORA, LEXDRAY, MHW MOUNTAIN HARDWEAR SPECIALLY FOR N.HOOLYWOOD, OAMC, and OVERTECH. Gear Style is a modern, minimalist fashion style that combines the cutting-edge sensibilities of creators with the functionality of clothing made possible by technology. This hooded jacket from German brand ACRONYM features zippered pockets on both cuffs for mobile phone storage, allowing access without unzipping. The front placket, featuring a zipper and dot buttons, can be easily opened by pulling it to the left or right once fully closed. It can also be folded compactly and carried over the shoulder using the internal shoulder strap. Products are available in the promotional space on the second floor, where high-profile items such as a water-repellent Rexdray backpack and adidas Originals by White Mountaineering sneakers will also be available. Additionally, PELLE MORBIDA, a bag and wallet brand located on the first basement floor, accepts custom orders using the Pro4 and a web-based customization app. A press preview was held on the 17th prior to the opening, with attendees including Yasuyuki Higuchi, Chairman and CEO of Microsoft Japan Co., Ltd., and Hiroshi Onishi, President and CEO of Isetan Mitsukoshi Holdings.