From January 27th to February 1st, Isetan Shinjuku will host "Chocolat Isetanation," a chocolate event different from the world's largest chocolate festival, "Salon du Chocolat." The event will offer a variety of proposals that transcend the boundaries of sweets, including fashion, beauty, and art. This first-time event, Isetan's goal is to elevate the fashion and artistic qualities of chocolate, as a way of expressing gratitude and respect for the chocolate that continues to captivate people. During the event, the store's main building windows will be decorated with chocolate-themed creations by plasterer Shuhei Hasado, who also designed the title lettering for the NHK historical drama "Sanada Maru," which began airing in January 2016. The inspiration for this was the similarities between the movements of a plasterer painting a wall and the movements of a pastry chef creating chocolate. His works will be exhibited and sold at Center Park on the 5th floor of the main building.

On the 2nd floor of the main building, a collaboration between Toshi Yoroizuka, owner and chef of the popular Roppongi and Ebisu restaurant "Toshi Yoroizuka," and Japanese designers will be planned. Yoroizuka will create desserts inspired by this season's looks from eight Japanese designer brands, including THEATRE PRODUCTS and TARO HORIUCHI, and the stories behind these desserts will be told through videos and photographs along with the products.

In addition, Beauty Apothecary will offer healthy chocolates made with superfoods, and will also host talk events with Kasuko Hayasaka and Erika Angyal.

Good news for sweets lovers: chocolate-themed accessories such as necklaces and rings will also be produced. In addition, various content will be available, including living, children's clothing, accessories, and weddings, proposing a new relationship between chocolate and fashion and daily life.