Isetan Mitsukoshi Holdings and Beams have launched a collaboration project called "STAND FORTY SEVEN" to promote Japan's finest products and experiences both domestically and internationally.
The project aims to introduce the depth and excitement of lesser-known products from Japan's 47 prefectures, local techniques, and new and old creativity through collaboration, and to create and provide value by connecting these elements.
In 2011, Isetan Mitsukoshi Holdings launched the JAPAN SENSES initiative, which was based on the concept of "rediscovering the globally recognized qualities of Japan as new value and revitalizing Japan," while in April 2016 Beams launched BEAMS "TEAM JAPAN," a project to curate a wide range of content with Japan as the keyword, and these efforts are ongoing.
This project utilizes the strengths cultivated through these projects by both companies, and aims to make Japan more enjoyable, starting with the unique products born from the collaboration.
As a pre-event ahead of the official launch in March 2017, the "Great Lucky Charms Market," where traditional lucky charms will be produced with a new sensibility, will be held at four stores: Isetan Shinjuku Main Store, Mitsukoshi Nihombashi Main Store, Mitsukoshi Ginza Store, and Beams Japan, from December 26th to January 10th, 2017.
Together with creators and artists, traditional lucky charms from the Tohoku and Kyushu areas will be produced as original items exclusive to the event, to be sold in each store as "new lucky charms" with the hope that 2017 will be a good year.
Items on sale include a Hasami ware beckoning cat from Nagasaki prefecture designed by Swedish ceramic artist Lisa Larson, kokeshi dolls from Iwate prefecture featuring illustrations by Hanai Yusuke, and other lucky charms embroidered on Keita Maruyama sukajan jackets.
A stamp rally will be held at the four participating stores during the event, and the first 200 people to purchase designated products at any store will receive a "Great Lucky Charms Market" BEAMS x Mitsukoshi Isetan collaboration tote bag as a gift. Please note that Isetan Shinjuku Main Store and Mitsukoshi Ginza Store will be closed from January 1st to 2nd, 2017, and BEAMS Japan and Mitsukoshi Nihonbashi Store will be closed on January 1st, 2017 during the event.
