Isetan Mitsukoshi's "JAPAN SENSES" initiative showcases Japan's unique qualities as a source of pride. From March 30 to April 12, Isetan Shinjuku will focus on the "beauty of blue." Synchronizing with the Setouchi Triennale 2016, which is being held at the same time, the event will showcase a variety of products and cultures.

In the theory of Yin-Yang and the Five Elements, spring is likened to a color: "blue." Various shades of blue exist in the natural world around us, including the sea, sky, trees, and earth. Japanese people have long been fascinated by and feel a deep affinity with this pure, clear color. The store's "Beauty of Blue" initiative will feature a week-long promotion titled "Find, SETOUCHI BLUE - Setouchi, Approaching Blue" on the second to fourth floors of the main building, running until April 5. The promotion will unravel the blue that breathes in the beautiful Setouchi region, embracing both the sea and its islands. Each floor has its own theme, with the second floor being "OVERVIEW." Urban Closet will open a pop-up store at Center Park. NEEDLE DESIGN will offer shirts and skirts made with luxurious fabric from Japan Blue, a jeans manufacturer based in the Kojima district of Kurashiki, Okayama. 1411's denim jackets and denim pants, created in collaboration with 241, a denim sewing factory also based in the Kojima district, will be available. Ready for the Weekend will also feature "Awa Indigo" from Tokushima. In collaboration with TOKYO DRESS, they will offer shirts, long skirts, cut-and-sew items, and more, all made with carefully dyed indigo fabric. Kids' designs are also available for the cut-and-sew items. On the third floor, with the theme of "TOUCH," LUGHA will open a pop-up store at Center Park. With the aim of offering a glimpse into the hands of artisans, the store offers one-of-a-kind items crafted with meticulous handwork. The denim pants, washed and distressed by "Iyutori18," a company specializing in denim processing in the Kojima area, feature Nii Yon Ichi's sophisticated stitching, stitching lace onto the distressed areas. This special collaboration is a reality.

The fourth floor is themed around "READ." The West Park promotion features a lineup of dresses, skirts, and pants from GRANDMA MAMA DOUGHTER, crafted from denim honed by the history of the Setouchi region. The denim is from Kaihara, a world-leading denim fabric manufacturer based in Fukuyama, Hiroshima. The store also offers food items, including dashi soup stock made with Setouchi ingredients, and features the "Setouchi Library," a selection of recommended books related to the Setouchi region, chosen by book selector Shuhei Mita.

The key visual for this promotion, capturing the lush blue sky and sea of the Seto Inland Sea, was taken by photographer Sayo Nagase. The promotional spaces on each floor are dynamically presented, creating an invigorating and refreshing space.