A promotion under the theme "Give the Gift of Summer" has begun at The Stage on the first floor of the Isetan Shinjuku Main Building, proposing innovative "Summer Gifts of the Future" across categories of time, space, experience, fashion, and Japan. The promotion runs until August 5th. The project will also be introduced on other floors of the building and on the Isetan online store during the same period.
The event was realized in collaboration with Isetan and the ifs Future Research Institute, headed by Yoko Kawashima, an Itochu Corporation affiliate that researches and promotes lifestyles for the near future. To breathe new life into the traditional Japanese gift of "Ochugen" and elevate it into a gift for the future, a project team formed by female buyers from each floor came up with ideas and developed the project based on Japanese culture and sensibilities.
The venue, decorated in white, creates an atmosphere that makes you feel like you're visiting someone's home, and products are displayed in five categories separated by partitions. "Gifting Experiences" gifts are for those who prefer to give memories rather than actual items. This category includes the "Experience Rental Farm Gift Certificate" (¥228,000), which allows for a year's worth of farm use; the "1/10 JIBUN Gift Certificate" (¥100,000), which allows for the creation of a 1/10-size figurine using a 3D printer; and the "Photo Gift Certificate" (¥25,000) for social media profiles. "Gifting Spaces" displays products useful for creating spaces that are enjoyed with all five senses, focusing on scent gifts that soothe the mind and body. It's packed with classic gifts with a focus on design, such as the "Aroma Reed" (¥10,000). "Gifting Time" offers a selection of exquisite items for those who want to give a heart-warming moment. One highlight is the "Jewel of the Future" (¥46,297), a collaboration between Toraya, Baccarat, and ifs Future Research Institute. After pondering "what kind of brilliance will Japanese sweets have in the future," the team came up with the idea of presenting them in beautiful vessels, choosing Baccarat's "Glass Japan" for its exceptional form and elegant cutting. The jewel-like sweets are three-layered, with finely diced yokan at the bottom, a layer of amber, agar confectionery infused with various flavors, and finally a layer of red amber infused with azuki tea, completing the exquisite treat. Kawashima commented, "It can be enjoyed as is, but pouring champagne on top will give it an even more luxurious feel." Also featured in the "Gift Fashion" collection is the "Kincho Uzumaki" (2,000 yen), packaged by fashion designer Akira Minagawa. This is Kincho's first collaboration item. The "mina perhonen" logo dances around a pyrethrum, elevating the familiar design to a slightly more futuristic one. The buyer in charge revealed the story behind the creation of the event, saying, "Initially, we had the minä perhonen iconic butterfly design surrounded by pyrethrum flowers, but Kincho suggested a butterfly flapping its wings near the pyrethrum flowers, and we settled on this simple design." The final section, "Gifting Japan," features a selection of Made-in-Japan products utilizing traditional Japanese techniques, such as sake dressed in the armor of Sengoku warlords (93,000 yen). Hiroshi Onishi, Representative Director and President of Isetan Mitsukoshi Holdings, spoke of his thoughts behind the event, saying, "In the 'gift culture' that is deeply rooted in Japan's tradition, we hope to propose that gifts should not only be given for ceremonial reasons, but also with sincerity. This time, we considered mid-year gifts to coincide with the summer homecoming season, but in the future, we would like to offer a variety of gift-giving proposals regardless of the season."
