ANREALAGE, whose 2016-17 Autumn/Winter collection "NOISE" was unveiled in Paris on the 1st of this month, will open a limited-time FLOWER SHOP on the 16th in the TOKYO Liberation Zone (second floor) of the Isetan Shinjuku Main Building, hosting a virtual cherry blossom viewing event.

The concept of this FLOWER SHOP is "invisible flowers." The shop will feature a cherry blossom tree where visitors can enjoy virtual cherry blossom viewing. Pure white cherry blossoms, invisible to the naked eye, will bloom vividly on the screen when photographed with a smartphone flash.

The FLOWER SHOP will be based on the message "Wear flowers, like giving flowers." All flowers on display in the store will be wearable fashion items. Planned items include T-shirts that bloom when flashed, retroreflective floral items in collaboration with Liberty, corsages that change color when flashed, and items made of flowers solidified with acrylic resin. We look forward to seeing the virtual cherry blossoms that Anrealage, a company that continues to actively combine technology with fashion, will bring to life.

Following the TOKYO Kaihoku (Tokyo Liberation Zone) on the second floor of the main building of Isetan Shinjuku from March 16th to 29th, Anrealage's FLOWER SHOP will also be open at Le Place (Le Place) on the third floor of Mitsukoshi Ginza from March 30th to April 5th, and at the special venue on the fifth floor of JR Kyoto Isetan from April 6th to 12th.