This store was 55^th overseas store of Matsumotokiyoshi, and its first Global Flagship Store, which is positioned as a symbol to express the brand concept, provide a cutting-edge approach to customer experience, and accelerate further overseas business development in the coming years. This flagship store was opened in Causeway Bay, Hong Kong’s most core area, where many people are constantly coming and going. The major challenge was how to provide in-store services, create experiences, and communicate the brand to young people and tourists in Hong Kong, who are familiar with Japan but always seek novelty, are digital natives, and are genuinely conscious of authenticity.

Such ideas were embedded in various ways in the actual shop. Super-large digital signage boldly installed on the exterior featured the motion logo and an animated concept movie. In the interior, the lighting with pop-colored neon tubes and the effective use of typography transformed the theme into a customer experience with a sophisticated feel. In this way, customers can feel and experience Tokyo today, even while in Hong Kong.

On the grand opening day of the Hong Kong Causeway Bay store on October 21, 2022, a long line of people waited in front of the store to see it open, and the store welcomed many more visitors than expected. The store features a cutting-edge information and private-label brand products from Japan, as well as “NAKED FLOWERS FOR YOU – BLOOMING GARDEN,” an interactive art exhibition that allows visitors to explore the store using all five senses for the first time in Hong Kong. The unprecedented customer experience, which includes a customized digital experience based on AI-based facial analysis data and recommendations of cosmetics suited to each individual, has been very well received by the Hong Kong public.