Until now, designing in-store BGM for cutting-edge fashion stores was the sole realm of professional musicians. We overturned this idea that only professionals can design, by creating a way for everyday women (our customers) to co-design music.

Until now, designing in-store BGM for cutting-edge fashion stores was the sole realm of professional musicians. We’ve overturned the idea that only professionals can design by creating a way for everyday women, our customers, to co-design music.Through the process of applying makeup, women throughout Japan were given the opportunity to engage in creating music for Shiseido The Ginza, head flagship store.

The flagship store is the first building in the world to continually express Japanese women’s daily moods as part of its interior design (ie. in-store music).Within 60 days from its release, 4,600 pieces of music were created on the website.

Through user participation, new music is being created every day. The continually fresh sounds and melodies of Shiseido the Ginza delight its shoppers.