CHOOSEBASE SHIBUYA is a joint venture with the D2C (Direct-to-consumer) brands to develop an OMO (online-merge-offline) model store targeted at millennials and Gen Z.

It opened on the first floor of Seibu Shibuya store, a full-renovation project, seeking to offer new retail experiences.

For a best combination of online and offline strategies - the latest technology and human-touch retail experience, we capitalized on the portfolio coordination capabilities unique to department stores. Our design strategy is to have visitors develop their own interpretation of the space.

There are two lanes that are crossed at the intersection, towards which tapered slightly as customer proceed from each entrance, adding immersive effects. At the crossroad, four areas named BASE with common world-view, are adjacent to one another, finished with a unique material, respectively. Taking advantage of the low ceilings alike semi-basement, the space is painted in a single achromatic color, giving feeling of futuristic world, with the floor colored in cold blue.

On the ceiling above are the lit wires curving organically and lead to the back of the space, and the silver to blue gradation of galvanized iron panel is reminiscent of a blue hour of the sunset and sunrise, creating a special experience and unique sense of local young star character of Shibuya.

We also focus on material sustainability, and use eco-materials such as crushed glass using CRT, strand board, and recycled aluminum in various elements. In addition, all the details such as POP stands and riser items are sourced from the end material produced through the construction of the space.

As a result of the unique microcosmic atmosphere, the CHOOSEBASE SHIBUYA has successfully become an ideal stage for the visitors as their social media content, and photos of the space are being shared at an unexpected level.