The 5th floor living area of the Isetan Shinjuku Main Building reopened on November 13th after a remodel. This renovation, ahead of the store's grand opening in spring 2015, has been reborn as a space offering new lifestyle proposals.
Following the women's clothing and accessories sections, the living and baby/children's areas were remodeled to offer a more in-depth look at fashion and lifestyle. Moving away from the previous focus on individual items, the area will offer more personalized proposals by categorizing them according to lifestyle situations.
In the "Bed & Bath Powder Room," based on the concept of "creating a more energetic tomorrow," the store not only sells bedding but also offers "ultimate sleep consulting" to help customers achieve a good night's sleep. The consulting room, meticulously designed with careful attention to lighting, fragrance, and color, offers advice on bedding selection and restful sleep. Private rooms feature four wallpaper colors, and beds, desks, chairs, and curtains are all provided, allowing customers to try out different pillows and mattresses in a space that feels like they're in their own home. The lighting can also be adjusted to four levels, allowing for consultations to be conducted in an environment similar to that of home. The service offers body pressure distribution measurements (free of charge), sleep meter rental services (fees apply), and neck height measurements to provide personalized recommendations. Some pillows are available for free rental, and fully customizable options are also available.
The "Bath & Powder Room" offers prestige towels used in luxury hotels around the world, towels exclusive to Isetan Mitsukoshi, and designer towels created in collaboration with designers. A collection of white towels is located at the entrance, and they are arranged by texture, color, and pattern, allowing customers to see, touch, and experience the towels before making their selection. Washed towel samples are also available, and a towel experience service is available where customers can test the absorbency of each towel. A reference counter staffed by towel sommeliers is also permanently installed.
The "Personal Room," based on the concept of "my study," offers suggestions for how to spend time and create a fulfilling space in a personal space. Aiming to be a global hub for promoting handwriting and character culture, the room pursues a lifestyle that incorporates the meticulous "seasons" unique to Japan. The store offers writing instruments, letter writing, stationery, and watches, and also accepts same-day orders for things like leather personalization and the creation of original paper items using woodblock prints. Customization sessions such as pen tip adjustment, pressure diagnosis, and ink blending are also held regularly.
The same floor is staffed with qualified stylists, including sleep masters, pillow fitters, sleep advisors, and towel sommeliers, who also draw on their specialized knowledge to provide face-to-face customer service.
