From December 1st (Wed) to December 7th (Tue), Isetan Shinjuku Store, Men's Building 1st floor promotion will feature a limited-time "Christmas Kiosk" pop-up store by Aoyama flower shop ALL GOOD FLOWERS. In conjunction with this, we interviewed Ken Kusatake, owner of ALL GOOD FLOWERS, about easy ways for anyone to incorporate flowers into their lives.

We want people to enjoy flowers in their daily lives, just like they enjoy fashion. With that in mind, we asked him to talk about a wide range of topics, including the latest trends in flowers among men, how to arrange flowers, how to choose vases, and easy ways to enjoy flowers.

In addition, to coincide with the promotion period, Mitsukoshi Isetan Online Store will be launching "DELIVERY GOOD FLOWERS," a service that delivers seasonal flowers selected by the store in a pizza box perfect for gifting. This is also a must-see.

1. What does Mr. Kusatake think is the greatest appeal of incorporating flowers into everyday life?

— How many men come into your store alone?

There are quite a few people who come. While it might seem like there are a lot of young people, it's actually quite diverse in terms of age. We see men coming alone, but we also see many couples and married couples. Most people buy just one or two stems rather than a large bunch. More and more people are going home, arranging them in a vase, and taking pictures.

—What kind of flowers are popular?

In the summer, sunflowers are popular, and in the fall, celosia and other large flowers with vibrant colors that stand out even as single stems are in vogue. Flowers that can be dried are also selling well. Many of our customers are young people living alone or couples, so they may not have enough space in their rooms to display bouquets, and one or two stems are more affordable and easier to incorporate into their decor.



--The high degree of freedom is also one of the charms of enjoying flowers.

That's true. Of course, there's nothing wrong with buying an expensive, large bouquet and displaying it once a month or once every two weeks, but there are ways to enjoy flowers that suit your lifestyle. I think it's wonderful to make it a habit to buy a few flowers once a week, or even on the same day every week, and bring them home to decorate your room, as it gives you more opportunities to interact with flowers. Personally, I make a point of bringing home flowers that have fallen off their petals and can't be sold in stores, and displaying them.

--Some people might think that it's difficult for a man to buy or decorate with flowers on his own. What are your thoughts on that?

That's certainly true. My recommendation is to start by purchasing a vase. There are vases that are cute enough to be displayed as decorative objects, aren't there? I hope that people will start with something like that and develop an interest in flowers. In fact, we sell vases in our shop, and thanks to that, we have had male customers who have come to love flowers that way. I think that really lowers the barrier to entry. Plus, flowers are something that make anyone happy to receive as a gift, regardless of gender. I hope that people will incorporate flowers into their daily lives by decorating with them for themselves or giving them as gifts.



--What are your expectations for this "Christmas Kiosk" pop-up at Isetan Shinjuku Store, Men's Building ?

Many of the customers at Isetan Shinjuku Store, Men's Building , are highly fashion-conscious, so I hope to approach them in a way that resonates with them. This is because I myself have a love for fashion, and we also carry goods and apparel in the store. I see flowers as an extension of that fashion and culture, and I want to recommend decorating with a single flower in the same way that you would decorate your home with art, rugs, or other interior items.


First, I'd like you to purchase a beautiful vase that you can use as an object of art, and then decorate your home with flowers, incorporating art into your daily life. Also, there are plants that only have leaves, so if you're hesitant about flowers, you can start with plants that don't bloom. Some people may not know anything about flowers, but just like with clothes or art, I want you to choose freely according to your preferences.

2. Enjoy flowers. To begin with, try decorating your room with just one flower.

What's the secret to enjoying them for longer? Adding a flower preservative to the water will make the flowers last even longer.

When you buy cut flowers, the first thing you should do is "trimming back" them, which involves cutting the lower part of the stem. By creating a fresh cut, you improve the flowers' ability to absorb water.


When cutting flowers, use sharp scissors or cutters. If the blades are dull and the cross-sections of the xylem and phloem are crushed, the flowers will not be able to absorb water properly. Tap water is fine, but you can also add a flower preservative containing sugar to the water. To prevent the growth of bacteria and other fungi, it is essential to change the water frequently and keep the vase clean.

When choosing a vase, a small-mouthed one is recommended for beginners.

When choosing a vase, opt for one with a unique shape, beautiful color, or something that will easily blend into your interior decor. For arranging just one or two flowers, a vase with a small (narrow) opening will provide more stability. Most importantly, it will look much better when the flowers are arranged in it, so it's highly recommended.


For flower arrangements, shorter stems are best. Shorter stems allow for better water absorption, making the flowers last longer. As a general guideline, flowers that are 1.5 to 2 times the length of the vase are ideal.

3. A gift is also a nice surprise! ALL GOOD FLOWERS starts flower delivery.

Furthermore, coinciding with the promotion at Isetan Shinjuku Store, Men's Building , we will be launching our original FLOWERBOX at the Mitsukoshi Isetan online store. The original flower box set, delivered in a pizza box size, has a design that makes it easy to carry. It's perfect as a treat for yourself, and is sure to be a welcome gift for both men and women. Seasonal flowers are carefully selected by the store staff. This item will continue to be available even after the promotion ends!

4. Introducing gifts and items perfect for Christmas that will be available at the "Christmas Kiosk"!

This limited-time pop-up shop offers fresh flowers starting from 330 yen per stem. We'll also have a limited-edition lineup of original T-shirts and socks, as well as Christmas ornaments. We have items that make great gifts this time of year.

View the ALL GOOD FLOWERS product list at the Mitsukoshi Isetan online store.

Text: Kei Osawa
Photograph: Natsuko Okada

*All prices include tax.

*Some items are available in limited quantities, so please forgive us if they are out of stock. 

＊The information in this article is current as of the time of publication. Product information may be revised or changed without notice. 

Inquiries: Isetan Shinjuku Store
Phone 03-3352-1111 Main representative