The pop-up store "EN FOR ISETAN" for "EN," a project that brings creators together with Japanese traditions and cutting-edge technology, is open until October 28th in the West Park on the third floor of the main building of Isetan Shinjuku. EN is an exhibition that began in March 2014 as a linked event to Mercedes-Benz Fashion Week Tokyo, based on the concept of "connecting craftspeople and creators through the bond of encounter, and connecting them with the circle of the times." This pop-up marks the first time that EN has opened a physical store, with the cooperation of Isetan Mitsukoshi. The theme of the shop is "Japanese Gardens of the Future." The venue is designed to resemble a rock garden that embodies the beauty of ancient Japan. The yellow stones scattered throughout the garden and the vividly colored merchandise lineup create a space that could be considered futuristic. The items for sale in the Japanese garden are full of "Japanese taste + alpha" elements, including a purple iron teapot that will make you doubt your eyes at first glance, colorful cups that evoke the image of a spinning top, and Japanese modern cut glass.

These items were produced under the joint direction of Isetan buyers and creative company SELF. SELF is a group of creators born from a unique network that is not bound by industry, with Japanese sensibilities and craftsmanship at its core. Creators featured this time include SIWA (paper Japanese), JOINTRUST, Tokyo LIFE, and Horiguchi Kiriko.

In addition, after the in-store exhibition ends, an "En" shop will also open on the Isetan online store. The buyer in charge said, "Until now, Isetan has not had a place to compile traditional Japanese items. Now, Isetan is also running a campaign called "Isetan JAPAN SENSES" to introduce traditional Japanese beauty and aesthetic sense, so we hope to create a synergistic effect to promote Japanese culture."