Isetan Shinjuku Main Store completed the remodeling of the main building's 5th floor living area and 6th floor baby and children's area, and held its grand opening on March 4th. A press preview was held prior to the grand opening.
The remodeling of Isetan Shinjuku began in March 2013 with the women's clothing and accessories area, with the aim of completing the "world's greatest fashion museum." The 5th floor living area was redesigned from a layout based on product category and brand to one based on lifestyle and living style, reflecting the lifestyles of customers. Based on the three themes of "relaxation," "gathering," and "relaxation," the store proposes everyday life as "fashion."
The 6th floor baby and children's area offers products and experiences that meet the world's highest standards for all aspects of child-rearing, supporting parenting so that children can grow into "world-class adults." The sales floor has shifted from the previous layout based on age and size to one based on parental values for each stage of child-rearing. At the press preview, Noritaka Tange, president of Tange Associates, and Yasumichi Morita, president of the design firm GLAMOROUS Co., Ltd., who handled the remodeling project, took to the stage. Tange commented, "The living floor is themed on 'high culture,' and the baby and children's floor is themed on 'dream,' and we envisioned it as a place people would want to visit again and again. The park design creates a unified feel throughout the building, so we hope customers enjoy shopping as if they were strolling through a park." Morita added, "We consulted with the on-site staff while thinking about what kind of department store people really want to visit. Such a well-equipped baby and children's floor is rare in the world, and it's a place that adults will find exciting as well." Also appearing on the day was Rino Nakasone, a dancer and choreographer who directed the fashion show held in conjunction with the remodeling grand opening. She commented, "I believe the Japanese attention to detail is evident in the design of both floors."
Ideally, a department store would have everything you need. We remodeled the store with the idea that customers would be able to use all the floors, including fashion, living, and baby and children's, so that they wouldn't just find what they were looking for. We hope customers enjoy shopping around."
