Isetan Shinjuku branch took on the challenge of developing new products for its private brand, "ONLY MI," under the theme of "passing on the legacy."

The theme for the development was, "What would happen if the signature products of long-established and renowned stores, which are still highly sought-after, were further updated?" The goal was to create a masterpiece that would be remembered for generations to come by adding new value to the brand's signature products. Furthermore, by defining the keyword "signature," the team was strongly conscious of injecting a new dimension into the signature products.

As a result, Pierre Hermé Paris' popular confectionery, "Ispahan," was successfully paired with Mont Blanc to create a luxurious harmony (Mont Blanc Ispahan, 800 yen). Pâtisserie Kihachi, which focuses on the texture, aroma, and flavor of its dough, created a castella cake that is the epitome of simplicity, stripped away by unnecessary elements (Castella Made by a Pastry Chef, 600 yen). Other items on offer include "Hoshoju" (1,200 yen) from Raika Minamoto Kitchoan, which features Rikunohoju made with Pione grapes from Okayama Prefecture; "Toraya"'s "Gokomi Nashi Mokuman" (450 yen), shaped like a fresh pear; and "Bistro Cafe Ladies and Gentlemen" (3rd floor of the main building)'s original "Eggs Benedict with Cereal Scones" (2,150 yen), topped with hollandaise sauce.

Regarding these efforts, the person in charge of planning commented, "We wanted to create something that would linger in the memory of the palate by overwriting people's memories." Sales of the products will begin on September 10th.