Bic Camera Ikebukuro West Exit IT Tower Store

In line with Bic Camera's policy of moving away from mass-market retail, we transformed their sales floor from a manufacturer-driven, spec-based model to a new type of store where customer-centric experiences and discoveries are born. Our group consistently produced this new store from conception to implementation.
While inheriting the traditional, substantial display style, we have reconfigured the space around multiple lifestyles, encompassing everything from home appliances to general merchandise. We have created a store experience where customers can discover interesting lifestyle scenes, touch the products, and thoroughly try them out, ultimately finding the perfect item that matches their own values.
From a place to "buy" to a place to "discover." In Ikebukuro, a fiercely competitive area for consumer electronics retailers, we have created a new hub that offers value beyond the conventional framework.

Ikebukuro is an area with fierce competition among consumer electronics retailers, and for Bic Camera, it is not only the location Head Office but also a crucial base where they operate multiple existing stores, including their flagship store.
This project required the development of a new business model distinct from existing stores in order to establish a competitive advantage. In this consideration, the challenge was to consistently promote the project from concretizing the concept to commercialization.

Our company participated in this project by restructuring our dominant strategy for the entire Ikebukuro area. Our research and analysis revealed that while the number of visitors and dwellers in the Ikebukuro area is growing, primarily among those in their 20s and 30s, our existing stores' customer base is heavily skewed towards those 40 and older. With an eye on acquiring future key customers, the new store will target those in their 20s and 30s, especially women.
While traditional store visits were primarily driven by customers making specific purchases, this store is positioned as a place that sparks interest and encourages casual visits. Shifting away from appealing to customers through product specification comparisons, we've created an experiential store where customers can enjoy unexpected discoveries through a lifestyle-oriented approach.
The store is organized with a different theme for each floor: "Food/TASTING," "Clothing/STYLING," and "Living/LIVING."
We planned and developed "Tasting Cafeteria," where you can easily compare the deliciousness of freshly cooked food using various cooking appliances; "Trifle Studio," where you can thoroughly compare and experience beauty appliances on your own; and "#Lifestyle Library," which proposes an ideal lifestyle by combining home appliances, furniture, and miscellaneous goods.
Furthermore, through collaborations with companies in different industries, we have created multiple collaborative projects from unprecedented perspectives, leading to the development of noteworthy content.
In the experiential zone, we introduced original fixtures designed and manufactured by our company. The design aims to highlight the appeal of lifestyles and products, encourage comparative experiences, and achieve both operational efficiency and versatility.
Furthermore, as part of the overall store communication design, we developed new POP (point-of-purchase) formats. We have created a consistent concept design from the store space to the information dissemination tools at the point of sale, giving shape to the value of this new business model.