Isetan Shinjuku opened a virtual department store modeled after a Scandinavian department store, "Nordic Fantasy Department Store," in Center Park/The Stage #5 and West Park on the 5th floor Living Floor of the main building of Isetan Shinjuku from November 11th to December 1st.
This "Fantasy Department Store" features Scandinavian living and kitchen goods, gift items, food, and books in four zones reminiscent of department store floors: "Fashion," "Living," "Depachika," and "BOOK."
The fashion zone features items featuring the Pieni Kulkunen (Little Jingle Bells) pattern by Marimekko, a lifestyle brand founded in Finland in 1951. Fabric bags (4,500 yen) and kitchen items will be available for presale before they are sold in Marimekko shops nationwide.
The living zone features items themed around "reverence for Scandinavian nature." Swedish textile brand JOBS will release a plant-patterned floor lamp (230,000 yen) in collaboration with Swedish furniture master Malmsten, a Farmall high-back chair (approximately 72cm wide x 83cm deep x 100cm high x 38cm seat) with a pattern inspired by Nordic nature (736,000 yen), and a vintage fabric panel called "Pastoral" (approximately 84cm x 57cm, 65,000 yen). Other items include a camel figurine (50,000 yen) and a Pekingese figurine (33,000 yen) by renowned Swedish ceramic artist Lisa Larson, as well as ceramic plaques featuring animal designs. Finnish ceramics manufacturer Arabia will release a line of annual plates (14,000 yen) by designer Raija Uosikkinen depicting stories from Nordic folk lyric poetry. The department store zone will feature lifestyle goods created in collaboration with IRMA, a luxury supermarket chain that has been in business in Denmark since 1886. A selection of exclusive items that can only be purchased here will be available, including a natural wood perforated spoon (3,000 yen), salad bar set (5,800 yen), cutting board (5,000 yen), oval dish (3,000 yen), and shopping bag (3,500 yen). The book floor will feature books on Scandinavian lifestyles and design selected by BACH representative and book director, Masataka Haba.
