With more than 5,500 visitors in the first three days of the grand opening and coverage in more than 1,000 various media and UGCs (user generated content), TOKYO CHAOS attracted a great deal of attention and achieved sales well in excess of expectations.
Challenge
MatsukiyoCocokara & Co. aimed to become the No. 1 beauty and health company in Asia. In order to accelerate further overseas business development, the company decided to open its first Global Flagship Store in Hong Kong.
The challenge for Interbrand was to create a brand experience that resonated 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.
The challenge for Interbrand was to create a brand experience that resonated 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.
![Collage displaying a cosmetics store featuring bright signage and products. A grid of illuminated panels above displays close-up images of faces and skincare products along with the brand names "SKIO" and "KOSE." The display is framed by a magenta-colored geometric structure. Additional images depict product displays with magenta accents and a storefront with neon signage reading "MATS JKIYO MAKE" and "カワイイ" [Kawaii - Cute] in Japanese. An animated cartoon character stands against a bright yellow background.](https://d338ucc43w64ir.cloudfront.net/wp-content/uploads/2025/10/11152826/12-04915-2023BC.0987860_CO.jpg?format=auto&width=3840&quality=75)
What we did
Interbrand developed the store development concept “TOKYO CHAOS” based on the brand concept of bringing innovation through “out-of-the-box thinking”. Through workshops with the client, we discussed experience ideas, services, and product development based on flexible ideas. Such ideas were embedded in various ways in the actual shop.
EXPERIENCE, IDENTITY, STRATEGY
Outcome
Partners
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