On August 27th, a new shop showcasing Tokyo culture and art, "TOKYO CULTURE," opened on the second floor of the main building of Isetan Shinjuku.
The shop's concept is "FASHION x CULTURE (ART)." Aiming to provide a more accessible experience of "Tokyo (Japanese) and contemporary" culture and art, the shop offers high-quality, culturally rich items and experiences.
The items available for the opening are divided into two broad categories: "Analog Culture" and "Digital Culture."
The "Analog Culture" space features Japan's world-renowned technologies and products created through collaboration with local producers. The "Digital Culture" space features a variety of items created using Tokyo's latest technology.
The limited-edition items were developed in collaboration with "KONCENT," a store located in Kuramae, Tokyo. The shop's original brand "+d flower vase" (5,000 yen) comes in an Isetan-original design featuring a tartan tie. The interior has been finished in a simple and sophisticated space, with the same power outlets as before.

The shop also plans to focus on producing collaborative items with a wide variety of designers and creators in the future. The first product to be unveiled will be the "Mushroom Stool" (15,000 yen), also sold at KONCENT in Kuramae, with a leather design by "beautiful people."

The shop also plans to hold workshops, further increasing its recognition as a hub for new Tokyo culture.