Although SK-II had a “Pitera House” event in early 2013, the pop-up store catered exclusively for invited members of the brand, limiting its exposure.

 

This time, by bringing the SK-II store out, SK-II effectively increases its catchment area, communicating to more target groups that would help to generate brand buzz. The event can be held at places like the area outside Ngee Ann City for a month. If proved to be successful, the event can then be brought to other strategic places.

 

Inspired by the SK-II’s commercial, The Discovery, the theme of the pop-up store will be on discovering the key ingredient, Pitera. A storytelling approach will be used, allowing visitors to experience and learn about the heritage of SK-II from the little girl’s point of view. Design for the facade and interiors will be modeled after the traditional Japanese sake brewery in the video.

 

The pop-up store will be segmented into three parts.

1. A walkthrough for Pitera’s “behind the scene” story.

2. Exhibitions of SK-II products and store,

3. A Japanese pastries segment would also be available to attend to many food loving visitors.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

To entice and capture the attentions of visitors, the entrance will be nicely decorated with hanging paper cranes, pictures of ambassadors and exquisite ornaments relating to SK-II brand, as well as videos playing “The Discovery”.

 

Free photo taking will also be offered at the entrance to enhance the experience of their visit and the associations with the brand. The photos will be framed nicely with SK-II logo and visitors can collect them from the booth inside the stores.

 

After which, visitors will be brought through the Koji fermentation process, which is the process in which Pitera was found. Installations will be placed on the sides of this short trail, with signage explaining details of the exhibits. There will also be LCD screens showing related videos, for visitors to better understand the installations around them. The final attraction here would be the delicate process of sake brewing, where sake makers (Toji 杜氏) have to carefully mix the brew by hand, on a daily basis to ensure consistent fermentation. For this Moromi brew exhibit, there will be a small screen showing how this process is carried out. However, the focus on the video would be the contrast between the old Toji wrinkled face, but smooth and youthful hands. By dipping their hands into the Moromi brew, visitors can also feel and experience the smoothness of the rice that Sake Brewers go through daily. This allows visitors to get a more interactive experience with the values of the brand.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After this, visitors will be taken to the uniquely designed SK-II store, modeled after the traditional Japanese home, where products and its information will be exhibited to educate consumers of its products. There will also be printed posters that explain the various benefits of Pitera, SK-II's key ingredient. This portion of the store would serve as a SK-II showroom and beauty counseling area, where visitors can visit one of the many counters to learn more about SK-II products. SK-II skin consultants will also be dressed in traditional Japanese kimono outfits. Magic Ring machines will also be available for free skin consultation.

 

The printing area is also strategically located here so that visitors would get an opportunity to be exposed and be part of the experience of the SK-II brand as they swerve through the installations to the photo booth.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

To increase the motivation of visitors to enter the hall, exquisite Japanese pastries will also be sold to cater to the food loving taste buds of visitors.

 

To this end, famous Japanese pastries brand will be invited to collaborate and run the store so as to increase the drawing power to the events.

 

As Japanese pastries are not commonly found in Singapore, the team expects that this would be a receptive theme among the public, creating free buzz and publicity for the company, drawing in more crowd to the event.