Isetan Men's held a party on Tuesday, September 15th, to commemorate the 12th anniversary of the store's opening.

Since its transformation from "Men's New Building" to "Isetan Men's," Isetan Men's has held an anniversary party every year, and familiar customers were waiting at the entrance before the doors opened, their hearts filled with anticipation. As soon as the doors opened and they stepped inside, some were seen enjoying taking photos with their favorite stylists.


The theme for this 12th edition was "color & music." First, a theme color was set for each floor, and DJ tables of that color were installed. Each floor was energized by female DJs who have received high acclaim both domestically and internationally. The 6th floor, a casual floor for adult men, featured hip-hop, while the 8th floor, which deals with Nicolai Bergmann and camera and audio equipment, featured techno, among other music that matched the image of each floor. (You can also see it on Instagram: account @ISETANMENS )

Of course, the DJs themselves appeared in fashion that incorporated the theme color. Some DJs used it as an accent color in their outfits, while others wore it as the main color. Furthermore, each DJ used headphones in their theme color. The manufacturer was Beats, which offers a wide variety of colors, and they also wore the popular Apple Watch on their wrists while playing, attracting the attention of the audience.


Furthermore, the diverse events held on each floor were a great success. Magic shows were held on the 1st, 4th, and 5th floors. Many people were wide-eyed in amazement at the dazzling sleight of hand of professional magicians such as GO, Akiyoshi Fujimoto, and YOU. And caricature live shows were held on the B1, 3rd, 4th, 6th, and 7th floors. Caricature artists, including Tomokazu Tabata, who has won world championships, captured the images of participants, who were dressed to the nines for this memorable night, on pristine white paper.


On the second floor, a collaborative performance unfolded between designer Takayuki Suzuki and up-and-coming dancer Yohei Suzuki. Customers, who were left breathless by the dancer's energetic performance in the sales area, which served as the stage, dressed in Takayuki Suzuki's designs, gave the two a huge round of applause as soon as the performance ended.


And of course, no party is complete without delicious food and drinks. The food and desserts were themed around nine different colors. Elaborate dishes such as "Duck and cheese wrapped in prosciutto" and "Eggplant confit with sardines and shrimp roe" were all prepared to be eaten with picks, and everyone picked up their favorites and enjoyed their meal while strolling around in a festive mood. The alcohol selection was diverse, ranging from Dassai sake to sparkling wine and The Macallan, and some customers were seen enjoying their favorite drink while chatting with friendly staff. There was an atmosphere of close friendship, and it was clear that a deep relationship of trust had been built through the service.

As the party drew to a close, perhaps aided by the effects of alcohol, the bond of trust between the two parties deepened even further. Some even exchanged handshakes, saying things like, "I'll come again." It seemed that their love for Isetan Men's had grown stronger after that one night of feasting.

Text by Reiko Matsumoto
Photo by Taku Fujii

■Click here for a list of photos taken by attendees ⇒ [ISETAN MEN'S 12th Party] Inquiries
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