On March 4th, the Isetan Shinjuku Main Building's 6th floor baby and children's area was completely remodeled and reopened. Since its soft opening on October 1st of last year, the entire floor, which has been steadily evolving, has finally been unveiled.
This time, we invited Kumi and her son, Koharu, who frequently shop at Isetan and represent Isetan LOVERS, to experience the new floor firsthand.
The theme for the remodeled opening was "Raising Globally Competent Adults." The sales floor, which has been carefully designed down to the smallest detail to nurture children's rich minds through daily life and play, is filled with attractions that parents and children can enjoy together.
■ If you want to enjoy fashion together, head to the newly opened "Tasteful Style."
The "Tasteful Style" zone, opening on March 4th, proposes an urban yet natural lifestyle through apparel, fashion accessories, interior goods, and more. A key feature of the store is the wide selection of miscellaneous goods that moms and kids can share, allowing parents and children to enjoy seasonal fashion together.
A spring recommendation is the Liberty-patterned lesson bag (4,300 yen). Matching clothes bags and cup bags are also available for several different patterns, making it fun to buy matching items every time you go shopping. Kokoharu's eyes sparkled as she looked at the spring-colored bag. Her mother next to her looked delighted at her sight.
■A new zone where you can choose toys while experiencing them
Next, we visited the toy zone, which is categorized into five areas: "Physical Play," "Pretend Play," "Books & Thinking Toys," "Science & Culture," and "Music & Art." Since there are no barriers between each section, new worlds open up as you progress. While live entertainment is actively provided every day, one product that particularly caught the children's attention was a thinking game called "Katamino," which helps train their mathematical brains. Kumi and Koharu, who tried out the toy, were also fascinated, rearranging the puzzle pieces over and over again, glancing at each other.
■Shoe counselors are popular in the "School Children's Goods" zone
In addition, the "School Clothing and Goods" zone, where you can find a variety of clothing and accessories necessary for school life, offers thorough counseling (reservations required) by in-house certified shoe counselors. When selecting shoes, the counselor first measures the size and shape of each child's barefoot feet, allowing them to choose a pair that fits perfectly. Another major attraction is the wide lineup, which takes into account not only size but also personal preference.
By the way, it seems that it can be difficult to make reservations for the shoe counseling service on weekends, when families are more likely to visit, but the service is free, so there is a steady stream of repeat customers.
■ Take a break at Latte Chanoma, a cafe that's friendly to both babies and adults
Now, after enjoying a tour of the floors, it's time for a short break. We decided to have lunch at Latte Chanoma, also located on the same floor. This cafe has raised seating with mattresses, which is convenient for dining with small children or babies. Taking off your shoes, stretching your legs, and taking a breather will make you feel right at home. We enjoyed meals and desserts full of fresh vegetables and fruits, and Kumi and Kokoharu both commented that it was "very delicious," enjoying a leisurely lunch.
■ Don't miss "Cocoiku Park," where you can learn while playing
And the key to this remodel is the opening of the new "Cocoiku Park" in the middle of the floor.
"Cocoiku" is a learning project that Isetan will launch in April 2015. Children ages 0 to 12 can choose from over 50 programs divided into three categories: "Media," "Art," and "Physical," based on their preferences and aptitudes. Through these programs, children can hone the skills and sensibilities necessary to become "globally competent adults." The program will be held at "Cocoiku" in the Isetan Kaikan building, a two-minute walk from the main building. In conjunction with this, "Cocoiku Park" will open on the baby and children's floor. Kokoharu, who was among the first to try out the program at "Cocoiku," seemed to enjoy her first video production experience, tackling the stop-motion video with a serious look on her face. Kumi, who was watching nearby, commented, "The teacher gives lots of praise, so the children can really enjoy learning." Each class will be taught by leading creators from various fields.
Regarding this initiative, an Isetan staff member commented, "We would like to share lots of the latest information on learning that is connected to Cocoiku at the park. We hope that the experiences that children have at the park for the first time will spark their interest in learning." It looks like we will be keeping a close eye on what kind of information will be shared here and what kind of talents will be born.
