Isetan has produced a promotional video for the store's official song, "ISETAN-TAN-TAN," by singer Akiko Yano. A 15-second trailer will be available on YouTube from March 5, with the full song (3 minutes and 49 seconds) being released worldwide from April 1.
The song, released last October by Yano, who is a self-proclaimed huge Isetan fan, expresses her love for Isetan. Released alongside the launch of Isetan's new tartan pattern, "Macmillan/Isetan," the song was played as background music in Isetan stores. The light, rhythmic tune is said to have gradually lifted the spirits of not only customers enjoying shopping at Isetan, but also the employees. Tomoko Kobayashi, manager of the Public Relations Department at Isetan Mitsukoshi Holdings' Sales Division, who planned the production of the promotional video, said, "When I first heard the sample of Yano's new song, it was so cute that I couldn't help but hum along and count my feet. 'I want to dance!' 'Let's all dance together!' That was the simple trigger (laughs)." When she directly proposed this idea, she was surprised to receive immediate approval. When she called for dancers internally, she received over 500 applications from Isetan staff both in Japan and overseas, far exceeding her initial expectations. To ensure a high-quality official PV, MIKIKO, who choreographs and directs live performances for Perfume, was tasked with choreographing the song. She received the offer the day after hearing that Akiko Yano had written a song because she loved Isetan so much, and was amazed at how perfectly timed it was. This time, the choreography was aimed not at artists but at Isetan employees, so it was tailored to each dance level and included a choreography in which the participants overlap their fingers to represent Isetan's tartan pattern. "I was amazed at the high level of the participants' dance skills during the video auditions, and at how much they had improved by the day of filming. I'm in awe of their strong sense of unity," said MIKIKO. At the filming location in February, she was seen encouraging nervous employees to "smile and have fun." "Some had dance experience, some didn't. Their levels varied, but everyone shared a strong desire to dance together. We've also learned that dance fosters mutual acceptance and enriches communication among colleagues. These are essential qualities for a department store that brings together many people and creates entertainment. I hope that through dance, we can convey the joy and happiness of watching others, which naturally brings smiles to their faces," said Manager Kobayashi.
The song, born from Yano Akiko's feelings for Isetan, is also loved by Isetan employees, leading to the production of this video. How will this passionate feeling for "Isetan" reach the store's customers?
On March 5th, Isetan Shinjuku will celebrate the first anniversary of its remodel. With the concept of a "Fashion Museum," the store proposes fashion as something that appeals to the five senses. It will be interesting to see whether this video project will mark a new milestone for the store, conveying "newness" not only through its products, but also through customer service, decorations, in-store music, and more.
