A press preview was held on the 4th for "ISETAN HAUS," the largest new format in the mid-sized store project currently being developed by Isetan Mitsukoshi Holdings as a pillar of its new growth business. The store will be the anchor tenant of the Dai Nagoya Building in front of Nagoya Station and is scheduled to open on March 9th. The approximately 3,000-square-meter sales floor, spanning three floors (basement 1 and 2), is a landmark in front of Nagoya Station and serves as a connecting passageway leading from the station to the office building via an underground passageway. It features significantly wider passageways than existing commercial facilities. The store's floors are spread around the entrance atrium, escalators, and passageways. Based on the concept of "FUN," the new business model centers on enjoyment and is structured to take advantage of the local characteristics while incorporating the seasonal merchandising that is the appeal of Isetan Shinjuku Main Store. The second floor will feature a new editorial zone called "Well-being Sports," a first for a department store and the Nagoya area, as well as new initiatives such as a "Men's Closet" that eliminates suit styles, and a "Cosmetics" section that combines the concepts of Isetan Mirror and Beauty Apothecary, located on the second basement floor of the Shinjuku flagship store.The Isetan brand is set apart from other medium-sized fashion select stores, such as "Isetan Salone" in Tokyo Midtown and "Isetan Salone Men's" in Marunouchi. The basement entrance, directly connected to the station, features an event space where pop-up events are held weekly, and a concept shop zone featuring THE FLOWER STAND_KEITA MARUYMA and THE SOUVENIR SHOP_ANNA SUI, which debuted this spring, muta fondo bags, LAPLUME SAMANTHA THAVASA, eyewear, jewelry, and more, all in a white-themed space.

Across a wide corridor from the concept shop is Isetan's original miscellaneous goods brand, "nippoppin," which has been installed as its first permanent store. Digital signage and large touch-panel counter fixtures play video works by WOW, a group of video creators based in Japan and London, and the store is also equipped with the latest mirror-type displays.

In keeping with the concept of "When Nippon (nippon) is written as a palindrome, pop appears in the center," the store's unconventional merchandise showcases collaborations between Japanese creators in various genres, including graphic design, photography, fashion, and illustration, and Japanese technology. Items include Kazunari Hattori's tote bags, Yayoi Deki's handkerchiefs and umbrellas, manga and anime such as "Attack on Titan" and "Chihayafuru," and even Christian Dada items inspired by Yoshitaka Amano's "CANDY GIRL." The 100-square-meter sales floor is divided into three zones, featuring traditional Kaga crafts under the direction of Sebastian Masuda, showcasing the pop aesthetic unique to Isetan, cultivated in the Tokyo Liberated Zone.

The second floor, a new sports zone themed around "healthy living = well-being," is home to a collection of leading Japanese manufacturers driving trends like "athleisure" and "glamping." The highlight will be Snow Peak, the outdoor equipment manufacturer from Tsubame-Sanjo, Niigata, which is said to have sparked the glamping boom. This will be the second store after Tokyo to offer apparel for both men and women.

Pioneers of casual cycling wear, narifuri, have set up a corner here, and Japan's first select shop with a rest-themed theme, "Recovery Lab Produced by VENEX," has installed a newly developed tablet for self-checking fatigue levels, part of the FUN element that focuses on experiences rather than things. Swiss athleisure brand SN SUPER.NATURAL has also opened its first Japanese select store in this zone.

As the area is known for its large number of runners, as exemplified by the Nagoya City Marathon, Mizuno has opened a concept shop, NOHARA BY MIZUNO, which displays retro models of the popular M line of shoes.

The sneaker concept shop in the center, "Kick the City," is selling two-tone Superga sneakers designed for the staff of Italy's Pitti Uomo, as well as ADIDAS Limited edition models such as the black ZX700 will be sold exclusively at this store, the Shinjuku store, and Marunouchi Isetan Salone Men's.

The "Men's Closet" zone, which sells men's wear, is also based on the second floor's concept of "well-being," and is organized into three themes: "elegant," "work," and "relaxation," with the theme of "satisfaction of body and mind." Approximately half of the products will be from EADEN, a private brand debuting this spring at Isetan Mitsukoshi, and v::room navy.

The elegant zone will feature items from manufacturers specializing in Italian classic style, such as LBM91, Finamore, INCOTEX, and PT01. The work zone is linked to the women's clothing on the second floor, with brands such as MHL, rag & bone, Frank & Eileen, and James Perse, and is made up of popular brands from a female perspective that are tailored to the environment.

Text: Noda Tatsuya