On September 2, 2021 (Thursday), the first media-type OMO store in the department store format (*) “CHOOSEBASE SHIBUYA” will open on the 1st floor of the Seibu Shibuya parking building. (*OMO store = a store format in which customer, product, and inventory information is unified between storefront and e-commerce)
Sponsored by
The editorial theme changes every six months! Proposing the next generation of stores where “encountering meaning and buying will”.
The OMO store will establish a notable editorial theme every six months and create an experimental store that will continue to be updated with brands with which it shares an affinity as partners. The OMO Store will propose a next-generation store format in which customers “encounter the meaning and buy the will” through “awareness,” “approval,” and “support,” rather than “buying things.
To create a media-based OMO store, unprecedented in the industry A creative team was formed with members from outside the company to create a media-based OMO store, something unprecedented in the industry. Aisako Tsuji of arca, a company that takes on social issues, will participate as creative director, including concept development and spatial direction, while hotel startup L&G Global Business, led by Shoko Tatsuzaki, who advocates “hotels as media,” will be in charge of the media-type store experience and spatial direction. L&G GLOBAL BUSINESS, a hotel startup led by Shoko Tatsuzaki, which advocates “hotels as media,” is in charge of the media-type store experience and spatial direction. In addition, we have received knowledge about the OMO business from Ryusuke Matsumoto of Kankaku, who will open a completely cashless personalized cafe “TAILORED CAFE CHOOSEBASE SHIBUYA (tentative),” and Yuichiro Mori of FABRIC TOKYO, who will open a new brand “INCEIN” for women. The store will be the first of its kind to feature the “OMO” theme.
The editorial keywords for the first edition are “Sustainability” and “Time Limit
The first theme to be addressed by the store is ” sustainability. The sales floor will be edited with the keyword “time limit” so that visitors to Shibuya will be able to personalize the theme in a more familiar way. The store will feature brands that are aware of the “time limit” of the earth and its culture as a result of environmental destruction, and that are taking concrete actions based on a multifaceted view of the “time limit,” such as plastic-free, organic, upcycled, long-life products, etc. In addition, as a media-based store, various original contents will be published on the e-commerce site’s on-demand media, which will be launched in conjunction with the opening, in line with the ” Time Limit ” theme.
Pick up some of the brands that will be opening stores this year!
(1) ” rerum nature Japan,” a cleaning powder made from scallops
“618 scallop powder,” a multi-purpose powder made by upcycling scallop shells, which are industrial waste, can be used for various purposes such as cleaning and washing, and after use can be returned to nature while cleaning drains and rivers. After use, it returns to nature while cleaning drains and rivers.
(2) Veganskin care ” BEIGIC ”
is made mainly from naturally derived ingredients. They select naturally derived, fair trade ingredients that are expected to be effective for skin care. They also prohibit animal testing of their products, making them vegan and cruelty-free.
(3) Denim brand ” ITONAMI ” from Setouchi, Japan
Denim brothers create products made in Setouchi, Japan. Denim nurtures relationships among people, things, and people. They are also involved in the “FUKKOKU” project, in which they collect clothes that have outlived their usefulness and turn them into clothes again, and in community projects in which they grow clothes from cotton.
(4) Completely additive-free honey ” A BUZZ FROM THE BEES”
A completely additive-free honey brand produced in Western Australia. Lovingly produced in a clean, unpolluted environment, the antibacterial honey is 100% natural and contains no additives or preservatives.
Store Details
Store name: CHOOSEBASE SHIBUYA
Opening date: September 2, 2021 (Thursday)
Location: Seibu Shibuya parking building 1st floor
Area: Approximately 700 square meters
Companies exhibiting: 50 (planned)
Number of items: Approximately 300
Items handled: Western goods, clothing, interior goods, cosmetics Clothing, interior goods, cosmetics, etc.
Brand website is here
