Isetan Centre Stage

After the Future X Smart Store proved the model in Singapore, SK-II received an invitation that validated the approach: Isetan Shinjuku — Tokyo's most iconic luxury department store — offered centre stage. In Japanese retail, that is not a booth rental. It is a statement of confidence from the store in the brand.

The brief was to build a pop-up that carried the energy of the Confetti campaign — pop-art, bold street-style imagery, interactive technology — inside a heritage luxury environment. The tension between those registers was the design challenge. Too loud and it would clash with Isetan's identity. Too restrained and it would lose the campaign's point.

Built with Huge Inc Singapore, in collaboration with Benson Looi, 10xBeta, and Dentsu Japan. The full build, install, and reassembly was completed overnight — Isetan's floor could not be disrupted during trading hours.

Main Installation

A triangular stage split into two symmetrical halves, dressed in pop-art design and bold street-style campaign imagery. Glass-encased selfie booths featured red-and-mint lenticular backdrops. Corner transparent LED displays paired with motion sensors triggered animated graphics as visitors approached — the installation responded to presence before any deliberate interaction.

Touchless Product Trial Bar

The proof-of-concept at the heart of this installation. We set out to create an in-store experience that made product trial easier, more intuitive, and genuinely enjoyable. Eye-tracking technology enabled a hands-free guided tutorial — visitors looked at products and the interface responded. A mirrored interface replaced screens with soft reflections, creating a premium beauty vanity experience rather than a technology demonstration.

This was early-stage eye-tracking in a live retail environment. The technology had to be invisible — if a customer noticed they were being tracked, the experience failed. If they simply felt guided, it succeeded.

Interactive Vending Machine

Created with 10xBeta, the confetti-themed vending machine blended physical and digital storytelling. Customers purchased a limited-edition token that activated a sequence transforming SK-II products into special Confetti packaging — turning a transaction into a moment. The design was deliberately playful, matching the Confetti campaign's register while functioning as a real point of sale.

180-Degree Camera Array Selfie

Guests captured shareable selfies in a 180-degree camera array. A lenticular backdrop shifted between red and mint Confetti editions, generating branded video content optimized for social sharing. The camera array produced content that visitors wanted to post — extending the installation's reach beyond the store floor into social feeds.

The overnight build was the logistical headline. Isetan's trading floor went dark, and the team assembled the full installation — triangular stage, LED displays, eye-tracking bar, vending machine, camera array — between closing and opening. When the doors opened the next morning, centre stage belonged to SK-II.