On September 15th, a party commemorating the 12th anniversary of the Isetan Shinjuku Men's Building was held. Since its transformation from "Men's New Building" to "Isetan Men's," Isetan Shinjuku Men's has been holding its anniversary party every year. Regular customers, excited and waiting at the entrance, were seen posing for photos with their favorite store staff as soon as the doors opened. The theme for this 12th event was "Color & Music." Each floor was assigned a theme color, and DJ tables of that color were set up. Highly acclaimed female DJs from Japan and abroad enlivened each floor. Hip-hop was played on the 6th floor, a casual floor for grown-up men, while techno was played on the 8th floor, which stocks Nicolai Bergmann and cameras and audio equipment. The DJs themselves, of course, appeared in fashions that reflected the theme color. Some DJs incorporated the color as an accent color into their outfits, while others wore it as the main color. Furthermore, every DJ wore headphones in their own theme color. They were Beats, available in a wide variety of colors, and they captivated the audience with their performances wearing the popular Apple Watch.

The diverse events held on each floor also generated great excitement. Magic live performances were held on the first, fourth, and fifth floors. Many attendees were left wide-eyed and amazed by the dazzling dexterity of professional magicians like GO, Akiyoshi Fujimoto, and YOU. Then, caricature live performances were held on the first, third, fourth, sixth, and seventh floors. Caricature artists, including world champion Tomokazu Tabata, captured the images of attendees, who had dressed up to the nines for this memorable night, on blank paper.

On the second floor, designer Takayuki Suzuki and up-and-coming dancer Yohei Suzuki collaborated for a performance. Customers held their breath as the dancers, clad in Suzuki Takayuki's creations, danced on the sales floor, giving the pair a thunderous round of applause as the performance concluded.

And what's more, delicious food and drinks are essential to any party. The food and desserts were decorated in nine colors. Elaborate dishes like "duck and cheese wrapped in prosciutto" and "eggplant confit with sardines and shrimp roe" were all designed to be eaten with a pick, and guests picked up their favorites and enjoyed the food while walking around in a festive mood. A wide variety of alcohol was available, from Dassai to sparkling wine and The Macallan. Customers enjoyed their favorites while chatting with friendly staff. The atmosphere was like that of old friends, and it was clear that deep relationships had been built through customer service. As the party drew to a close, perhaps aided by the alcoholic beverages, the bond of trust between the two parties deepened, with some even shaking hands in addition to exchanging "I'll come again" greetings. It seemed that this night of feasting had strengthened their love for Isetan Shinjuku Men's Store.