In the midst of changes in lifestyles, working styles, and consumer behavior, we believe that what Isetan Shinjuku can do is to deliver courage and strength through "fashion," add color to the streets of Shinjuku, and increase the number of smiles filled with hope.

Through the 11 windows of the main building, Isetan Shinjuku will deliver positive energy to customers visiting Isetan Shinjuku, people living in Shinjuku, and people working in Shinjuku in this new normal era, with the theme of "POWER OF FASHION." The windows of the main building will express visuals of "diversity," "tolerance," and "creativity." Furthermore, for the first time in an Isetan Shinjuku store's windows, music and installations will be used with AR, so that customers can feel "power" and "hope" not only through their eyes but also through their ears.

About window decorations




1. Creating a "new world" expressed through blended colors and ink splashes

First phase (July 29th to September 1st): In a visual where various colors "blend" together, a variety of bright colors gather from the windows on Shinjuku-dori and Meiji-dori toward the central window, expressing the "diversity," "tolerance" and "creativity" of the new normal era.

Second phase (September 2nd to September 22nd): By making changes to the design of the first phase, the image of powerfully "repainting" the times is visually expressed.

2. Window design by art director and graphic designer Jiro Fujita


When the exhibition "Music Colors" was held in February 2016 at West Park on the 3rd floor of the main building of Isetan Shinjuku, Fujita's worldview (art + music) matched the fashion sensibilities of customers who came to buy clothes, and received a great response from many customers.
This time, the window display will express his worldview, which has a high affinity with fashion, through a window design with his unique, powerful colors and touch.

Fujita Jiro (FJD):
Influenced by his father, a painter, Fujita began drawing from an early age, and has designed nearly 300 CD jackets to date, both for major and indie labels. In addition to CD jackets, he has also been in charge of art direction for books, the official pamphlet for "MEGASTAR-II cosmos," the planetarium content at the National Museum of Emerging Science and Innovation, and the art direction, design, and artwork for the signage inside Shibuya Stream Excel Hotel Tokyu.

3. A first for Isetan Shinjuku store windows: music and installation utilizing AR that appeals to both the visual and auditory senses
When you scan the QR code on the main visual with your smartphone camera, the Instagram Stories camera will launch.
When you hold your smartphone over the window, an AR art effect will appear and an excerpt from the song "Ria," created specifically for this window, will play.
*The AR-compatible windows are listed below.


■Collaboration song "Ria" created specifically for this window


Haruka Nakamura, a representative artist of post-classical music, and Linn Mori, an up-and-coming beatmaker, It is a collaborative song between the two. The jacket art is designed to match this window and is the work of Fujita Jiro (FJD).
*Song release date: 2020/09/02
Inquiries: rockwell product shop
info@rockwell-product.net

■About the installation utilizing AR for the Instagram Stories camera


Related information

■Fujita Jiro (FJD): Instagram @fjdfujitajiro URL http://fjd.jp/
■haruka nakamura: Instagram @_casa URL https://www.harukanakamura.com/
■Linn Mori: Instagram ＠linnmori URL https://soundcloud.com/linn-mori



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