On October 1st, a new zone featuring interior design, loungewear, and lifestyle goods themed around a "child's room" was unveiled on the 6th floor Baby & Kids section of the Isetan Shinjuku Main Building. The selection of items was based on "health," one of the five areas (health, relationships, environment, language, and expression) that the Ministry of Education, Culture, Sports, Science and Technology (MEXT) recommends as important in early childhood education. The zone focuses on sleep, essential for healthy living, and offers a wide selection of bedding and loungewear designed to promote comfortable sleep. One of the highlights is the "ORDER MADE PILLOW for KIDS" (¥15,000), a custom-made pillow developed in collaboration between Tokyo Nishikawa and Isetan. This item will be available exclusively at Isetan Shinjuku and will be available in the zone from now on, but will be available for pre-sale in this area. This item allows you to measure your child's neck height using a special scale to select the optimal thickness, firmness, and color, allowing you to create a one-of-a-kind pillow. The pulp color is selected from a variety of bright shades inspired by ice cream. You can also choose the color of the pillowcase ribbon.
The amount of stuffing can also be adjusted as the child grows, ensuring long-lasting use (the amount of stuffing is adjusted based on guide lines for heights of 110cm, 130cm, and 150cm). The store's buyer commented, "By making even the smallest parts with care, children will grow attached to it and will treasure it forever." Another plus is that the pillowcase is fully washable for hygienic use, even for children who sweat easily. It also comes with an organic cotton pillowcase as an accessory.
A wide variety of roomwear and blankets are also available, as well as unique items such as room lamps shaped like gnomes and mushrooms.
We've also collected a variety of bath products to help you warm your body and fall asleep more comfortably before bed. "We hope to make bath time fun for children who find bath time a hassle," says the buyer in charge, and as such, the sales floor is filled with cute-looking goods.
There are also items from NUMCA, a brand that sells mineral-rich bath salts, so mothers who are interested in beauty and health can enjoy choosing items together.
