“A BEAUTIFUL JOURNEY” event was held throughout the year to commemorate the 150th anniversary of Shiseido’s founding in 2022 and to thank customers for their support. Since its establishment in 1872 in Ginza, Tokyo, Shiseido has continued to deliver Art de Vivre, a lifestyle aesthetic that incorporates authenticity into everyday life. The exhibition was held in the SHISEIDO THE STORE building and featured a variety of content that explored beauty from the past to the present and into the future.

This event was defined as a “journey of beauty” that transcends time and space. Rather than a traditional retrospective exhibition experience, the event aimed to create a new experience of beauty by linking the brand’s heritage with the customer’s memories, and to move forward together into the future.

The store has been based in Ginza for 150 years, and has continued to capture the changing face of the city and its people with the sunrise, blue sky, and sunset on its glass facade. The graphic pattern, which expresses the accumulation of a long history and a flexible attitude toward the future, was consistently used for the scarves worn by all sales staff, as well as for the store’s interior decorations, apps, and web design.

Five times a year, passport-type invitation cards were delivered to customers, and the store’s exhibits were updated with new content each time. The venue and smartphone app were linked, allowing customers to participate in a digital stamp rally, and the digitization of exhibit captions made the experience more accessible to them by bringing the content into their own smartphones.

The exhibition, which captures beauty from multiple perspectives using all five senses, communicated the facility’s ability to propose beauty solutions that go beyond cosmetics sales, attracting customers and pursuing the next step in the pursuit of beauty.