Lifestyle cosmetics brand L'OCCITANE will open its flagship store, L'OCCITANE Shinjuku Voyage en Provence (Seiseido Building, 3-17-5 Shinjuku, Shinjuku-ku, Tokyo), along Shinjuku Street on October 11th.

With a total floor area of approximately 800m2 (approx. 250 tsubo), the five-story store will be the world's largest flagship store. Based on the concept of "Voyage en Provence," the store will feature cobblestones, terracotta, and antique furniture, and will also feature digital tools such as projection mapping to allow customers to experience Provence with all five senses.

L'OCCITANE products will be displayed on the first and second floors, while the second floor will feature a space where customers can enjoy conversation and enjoy services such as custom shea butter orders and unique gift wrapping, a world-first. The second and third floors house "Café de Olivier," a cafe inspired by L'Occitane founder Olivier Baussan's life in Provence. The second floor is designed to resemble a library surrounded by books, while the third floor is designed to resemble a terrace bathed in sunshine and nature. Menu items include "Brûlée Cinq," a limited edition of L'Occitane Café's popular creme brûlée. On the fourth floor, "Muse de Occitane," where you can experience L'Occitane's history, will make its Japan debut. A replica of the distiller that inspired the brand's creation and vintage bottles will be on display. On November 1st, the world's first men's L'Occitane will debut on the fifth floor. Founded in 1998, L'Occitane operates approximately 2,000 stores in over 80 countries, with 90 stores and two cafes in Japan (as of the end of May). The brand has expanded its flagship stores globally, showcasing the worldview of Provence in the south of France, where the brand has its roots. Following New York and Paris, L'Occitane Aoyama Flagship Store Maison de Provence, themed around a "home in Provence," opened in Aoyama, Tokyo in June.