Shiseido to host experiential brand event in Ginza

Shiseido will host an experiential event titled ‘Digging?’ at Ginza Sony Park in Tokyo from September 11 to September 20. The event aims to reinterpret the brand’s history of beauty through a modern lens, focusing on the current revival trend of vintage culture such as film cameras and records.

The exhibition is divided into three main sections: exploring brand roots through historical advertising collections, creating original goods inspired by those archives, and discovering modern makeup remixes based on past aesthetics.

Additionally, the event will feature a dress collection by designer Tomo Koizumi in collaboration with the upcoming ‘GINZA WONDER × TOMO KOIZUMI’ holiday collection. A broader ‘GINZA CAMPAIGN’ will also take place at various Shiseido retailers in the area, offering makeup counseling and limited-edition promotional items.