CHOOSEBASE SHIBUYA

"CHOOSEBASE SHIBUYA" is the first media-type OMO store* in a department store format opened by Sogo & Seibu Co., Ltd. The first floor of the Seibu Shibuya Parking Building has been fully renovated, and the aim is to create a new retail business through collaboration with D2C brands that are popular with millennials and Gen Z.

Customers who visit the store can enjoy a new shopping experience that combines online and offline in an immersive space on their smartphones. This time, an EC site will be opened at the same time as the physical store, proposing new shopping services including a sales format where products purchased online can be picked up in the store. Utilizing cutting-edge technology such as AI cameras, data that can be used for test marketing, product planning, and service improvement is also provided to store owners.

*OMO Store = A store format in which customer, product, and inventory information is unified between the storefront and the EC

This is a new business venture that was launched from the idea that creating a place where a new generation of customers can encounter new brands is a new way of running a department store.
While this is a media-type OMO store that utilizes the latest technology to amplify the editing power that is unique to department stores through the power of technology, we aimed to create a worldview with plenty of room for creativity, based on the keyword "editing" that is unique to department stores, so that it can be a place where you can experience a human way of consumption that is not too dependent on technology.

The entire store is structured with two thick lines crossing each other, tapering slightly from each entrance towards the crossroads, enhancing the sense of immersion. Four areas called "BASE" are adjacent to the crossroads, and each area is given its own unique material character within a common worldview.
Taking advantage of the existing characteristics of the semi-basement with low ceilings, the assorted colors of the blue painted floor, which deliberately removes warmth from the monochromatic world of desaturation, create a "slight sense of incongruity" and hint at the future.
The two corridors are lined with organically curved lines of light that draw you deeper, and the tin panels with a silver to blue gradation are reminiscent of a blue moment, providing a special experience while creating the playfulness that is unique to the location.