On February 13th, the main visual for the Isetan Shinjuku store's remodeled grand opening on March 6th was unveiled. The new face of Isetan is Mona, a model active in fashion magazines and the Tokyo Collection. The visual features Mona embracing a mannequin created by contemporary artist Kohei Nawa, who 3D scanned her and enlarged it to 120%. The photoshoot was conducted at Nawa's studio, SANDWICH, along the Uji River in Kyoto, and was handled by photographer Kishin Shinoyama. Other top creators involved in the project include styling by Kyoko Tanaka, editor-in-chief of Numero TOKYO magazine, and hair and makeup by Katsuya Kamo, who has worked on Paris Fashion Week for Junya Watanabe and Undercover. The main visual concept was created by creative director Shigeo Goto. "In expressing the theme of this remodel, 'Fashion Museum,' I felt it needed to be more of a cultural campaign than just an advertising campaign. Since we're calling it a museum, we needed a symbolic muse, and we had to create a new character that exuded future promise. That's what I felt when I chose Mona. Shinoyama is a photographer who combines both popularity and artistry, photographing everything from nudes to kabuki. Nawa's style is abstract, with a universal language that can be understood worldwide. I think the chemistry between these two is perfect for expressing the new Isetan image," says Goto.

Isetan's main visuals have previously featured top actresses and models representing the era, such as Naomi Campbell.