Our consumer behavior and lifestyles have been dramatically altered by the global pandemic. With fewer opportunities for physical outings, gatherings, and leisure activities, there is a growing demand to enjoy delicious food and flowers, and to enrich our "time at home" and our overall lives.

This time, Isetan Men's Net visited "THE CONRAN SHOP," which opened on the 5th floor of the main building of Isetan Shinjuku Store, Men's Building , together with Matsuoka from Isetan Shinjuku Store. Hara, who was in charge of opening the latest store of this popular British home furnishing (interior) shop, guided Matsuoka in search of a "memento to mark the end of his twenties."

From a selection of furnishings carefully chosen from both Japan and abroad, seven items are particularly recommended. What kind of items will captivate Matsuoka and convince him to purchase them?

A fun shopping experience where you can try out the latest DX trends.

The Conran Shop is a home furnishings store that offers a wide selection of furniture, lighting, interior accessories, and gifts from around the world, all chosen for their excellent design and quality, as well as numerous original items. Founded in 1973 in London, England, by Sir Terence Conran, who sadly passed away last autumn, the shop now has stores in five cities worldwide (London, Paris, Tokyo, Fukuoka, and Seoul). It proposes enriching and enjoying everyday life by harmonizing diverse tastes that transcend time, country, and style.

The Conran Shop opened on the 5th floor of the Isetan Shinjuku Main Building at the end of March this year.


Hara: "This is the newest store in The Conran Shop's 48-year history. There are two themes. One is the ' DX (Digital Transformation) ' experience, and the other is that it is a shop that ' transcends boundaries '."

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  The Conran Shop at Isetan Shinjuku is
  The DX experience is also appealing.

  
  The Conran Shop at Isetan Shinjuku seamlessly connects the previously disconnected fields of physical and digital, brick-and-mortar stores and online shops, transcending genres and brands, allowing customers to enjoy the 주목-worthy digital transformation (DX) anytime, anywhere, as something personal.
  
  By scanning a QR code placed near an item of interest in a physical store, customers can access the Mitsukoshi Isetan Online Store, which features a wide range of over 1,500 interior design products, including items from The Conran Shop. This includes variations in color and material, as well as other brands and related products with a similar style. Furthermore, the Mitsukoshi Isetan Remote Shopping App allows customers to chat with staff, receive video consultations, and make purchases remotely from anywhere in Japan.

Matsuoka, who was on the verge of turning 30, visited this cutting-edge shop hoping to find products that would enrich his daily life and accompany him for many years to come. The first thing that caught his eye was the large number of memo pads plastered all over one of the walls. They featured stylishly drawn illustrations of furniture, each accompanied by a QR code.


Hara: "The act of peeling off a memo pad is somehow charming, isn't it? It's analog, but digital information is lightly interwoven within it, as if moving between analog and digital. You can access it when you get home, hand it to family or friends, or slip it into a gift bag saying, 'Look what we have here!' (laughs)"


Matsuoka: "Even though it's a physical object like a memo pad, it allows you to share experiences with someone, transcending time and place. I think it's a wonderfully designed system! Here, each item evokes various life scenes, and I felt it was easy to envision my ideal lifestyle. I feel like I might even find a cherished item that will stay with me for a long time after I turn 30. (laughs)"

7 items recommended by interior design professionals

Of the seven items, Matsuoka was particularly moved by an artistic chair and a mood-enhancing table lamp.

1. The "Cesca Chair" is a work of art just by being there.

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Hara: "Designed by Marcel Breuer, a leading figure in the Bauhaus movement, this chair has countless appealing features, but the best thing about it is that, despite being a chair meant for sitting, it's so artistic that you don't even need to sit in it."

Matsuoka: "I wanted to make a big purchase that wasn't clothing as I was leaving my twenties. When it comes to fashion items that bring a lot of satisfaction, high-end shoes come to mind, but I'm drawn to the fact that interior items are used far more often. Maybe I've become an adult (laughs)."

This 'Cesca Chair' is a perfect blend of industrial elements and handcrafted feel. I actually came across it at a gallery a long time ago, and it's been on my mind ever since. It's comfortable to sit in, and its artistic quality is such that I could gaze at it forever. I'd love to have one in my bedroom at home."


2. A table lamp that conveys the creator's intentions and uplifts your spirits.

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Matsuoka: "I want this one too. It's simple, yet every time I look at it, I feel like I can sense the creator's intentions. It's practical, of course, but it also seems like it would have the effect of uplifting my spirits. It would look good on a table, on the floor, or even on a 'Cesca Chair.' I was also really drawn to the clip-like decoration."

Hara: "I can picture it sitting on a bedside table in a bedroom, with a pen and notepad lying next to it."

Isetan, known for its fashion (and novelty), presents a lifestyle design related to "living."

Hara: "Isetan is known for its catchphrase, 'fashion,' but 'fashion' in this context means not just clothing, but everything related to clothing, food, and shelter that has a 'newness' to it. I believe that 'The Conran Shop,' which is developed through our own filter, is able to offer something unique."

Data shows that the average age of our customers has decreased by more than 10 years compared to before the remodel. We feel that even people who previously only shopped at ISETAN MEN'S are now thinking, "Since Conran is here, let's go to the main building!" In fact, we've received feedback that it's become easier for people to visit on dates, and we have a wide variety of products that particularly appeal to men.

Matsuoka: "You can definitely experience DX here, and you can freely move between the physical store and online. I feel that there is new value in being able to have an experience without the constraints of time and space. Many fashion brand shops have homogenized items and store environments. I feel that the fact that you can enjoy 'The Conran Shop,' which is the only one of its kind in the world, is well worth visiting."

3. Sharp and structured, yet soft, the light of "Turn Plus"

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Hara: "Another lighting recommendation I have is this 'Turn Plus.' I think it would be perfect to set it up on a dimly lit dining table and spend precious time with someone special. It would go well with a glass of red wine. (laughs)"

Matsuoka: "It has a warmth to it, and it's very comforting... The evolution of the 'Turn' series is interesting, and since it's rechargeable, you don't get in the way of cables, and it's convenient to be able to use it like a lantern."


4. "Hand brush and dustpan"
Making the "act" of cleaning beautiful

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Hara: "Next up is a cute and pop-style broom and dustpan set. Cleaning supplies are often hidden away so that they're not seen by others, but this one can even be used as a display item."

Matsuoka: "When you're spending time at home, you tend to focus on things that stand out, like chairs, lighting, and vases. But updating everyday items to make them more beautiful might be a good idea. The price is also reasonable, so it would be great for yourself or as a gift!"


5. A brand favored by designers,
A timeless "lowboard"

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Hara: "My top recommendation for storage is the USM lowboard. Black is the most popular color, but the accent color blue is also recommended. You could even use it as a bedside table in the bedroom and place the 'Turn Plus' I mentioned earlier on top of it."

Matsuoka: "I prefer natural beige. It seems like it would blend well with the room. You could stack books on it and put a vase or a clock on top. It has a serene yet dignified presence, so I think it's also great that it can be used symbolically. It has a universal and timeless design, and I feel the quality of something that will be loved for a long time... I'm starting to want this too (laughs)."


6. Make the room fun and lively.
"Face Spot" that brings smiles

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Hara: "It's both a pot and a work of art, and its appeal lies in the fact that you can use it in any way you like. It encapsulates the pop sensibility of Conran, and if I may say so a little dramatically, it's an item that truly embodies 'Conran'."

Matsuoka: "It looks like it would add a touch of elegance to a simple room, and I'd like to collect several in different colors. By chance, there were cast iron pots from other brands lined up near the display, and I thought it would be interesting to combine them, for example, by using it as a ladle rest."


7. Fun to use, beautiful to display: "Sgraffito Eye Side Plate"

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Hara: "I think meals are especially important during our time at home, but the plates we use tend to be simple. That's why I wanted to recommend these stylish plates with a unique touch, in the Conran style."

Matsuoka: "I do have a few plates with beautiful designs that I collect for display purposes. But when it comes to tableware that I actually use, well, that's true (laughs). In that respect, this plate is worth looking at, and it can also be used. You can enjoy it whether there is food on it or when you've finished eating and the design is visible, so it's like killing three or four birds with one stone (laughs)."

"Even if good tableware breaks or chips, you want to cherish it by using techniques like kintsugi (gold repair). That's why I think it's connected to sustainability."

• ■Postscript■
• Visiting The Conran Shop on the 5th floor of the main building (Matsuoka)

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  "This time, as I reach the milestone of turning 30, I visited The Conran Shop with the aim of enriching my daily life by shifting the money I used to spend on clothes to interior items that I use more frequently, and designing a more sustainable lifestyle."
• I was shown products from a product-oriented perspective, looking for something I wanted, and I was thrilled by The Conran Shop's fresh and witty offerings.
• As a result, I was able to find exquisite pieces that enrich my life, such as Knoll's 'Cesca Chair' and Flos's 'Table Lamp,' and by making full use of the latest DX technology, I was able to encounter a variety of beautiful things that transcended existing "boundaries." I feel that this shop is perfect for my mood and style in this day and age.

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About Mitsukoshi Isetan Remote Shopping

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Text: Junya Hasegawa (america)
Photograph: Mitsukoshi Isetan