Lush opens first language-free digital store in Shinjuku, Japan

Lush opens first language-free digital store in Shinjuku, Japan

Lush has unveiled a concept store in Tokyo’s Shinjuku district which is being described as the world’s first language free store.

The ‘retail experience for the global digital age’, as the store is described by the ethical cosmetics firm, uses icons and video to help shoppers navigate the products without words. The immersive, shoppable space can therefore be enjoyed by local and international visitors alike who will delight in the 400 new products on offer.

An in-app AI camera function developed in house allows customers to recognise products and access product info. The store also boasts several digital devices designed to create an immersive shopping experience including interactive walls, app-controlled lighting, and giant shower jellies that play sounds when wobbled. And the fun doesn’t stop when the store closes, there’s also a shoppable window display for those who stop by out of hours.

“Shinjuku represents the ultimate version of what we want from a shop. Importantly, it was the first time our tech warriors and brand and shop design teams collaborated to create a retail space in a digital age,” Tech R&D Manager, Adam Goswell explains.

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